Books like The Conquest of Cool by Thomas Frank

Name: The Conquest of Cool
Author: Thomas Frank

In *The Conquest of Cool*, Thomas Frank traces how the American advertising sector and the men’s clothing industry—once pillars of fifties conservatism—actively embraced the 1960s youth revolution. Far from being passive observers, these industries recognized consumer skepticism, challenged conformity, and deliberately marketed the counterculture’s rebellion as the embodiment of choice. By examining their co‑optation strategies rather than resistance, Frank presents a nuanced history that contrasts sharply with conventional youth‑rebellion narratives. The book charts cultural moments such as the Dodge Rebellion, the Pepsi Generation, and the Peacock Revolution, offering fresh insight into the decade’s legacy in advertising, marketing and popular culture.

First publish date: 1997

Genre: Business & Economics/Marketing

Authors: Thomas Frank

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