The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism
The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism
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征服酷：商业文化、反主流文化和时尚消费主义的兴起
DOI：
10.5860/choice.35-4583
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发表时间：
1997
期刊：
影响因子：
--
通讯作者：
T. Frank
中科院分区：
文献类型：
--
作者：
T. Frank
20世纪60年代的一个令人回味的象征是它的青年反主流文化。这项研究表明，年轻的革命者得到了一些意想不到的盟友的支持，比如广告业和男装业。广告业颂扬不可抑制的年轻人，提倡反抗和反抗。20世纪50年代，麦迪逊大道上充斥着初级管理人员、幸福的家庭主妇和开着美国汽车的理想化家庭的形象。但这项研究的作者试图展示，在60年代的“创意革命”期间，广告行业是如何野蛮地转向它创造的偶像，将品牌作为打破规则、蔑视、差异和反抗的象征。即使是男装行业，这个曾经制造古板、一成不变服装的行业，也嘲笑自己的传统是无法忍受的墨守成规的残余，并发现年轻人的反叛是其丰富多彩的新时尚的理想象征。因此，在现代时尚、商业文化中司空见惯的吸纳不同风格的策略应运而生。这篇文章的目的是为60年代一段迄今尚未被研究的时期增添细节。
An evocative symbol of the 1960s was its youth counterculture. This study reveals that the youthful revolutionaries were augmented by such unlikely allies as the advertising industry and the men's clothing business. The ad industry celebrated irrepressible youth and promoted defiance and revolt. In the 1950s, Madison Avenue deluged the country with images of junior executives, happy housewives and idealized families in tail-finned American cars. But the author of this study seeks to show how, during the "creative revolution" of the 60s, the ad industry turned savagely on the very icons it had created, using brands as signifiers of rule-breaking, defiance, difference and revolt. Even the menswear industry, formerly makers of staid, unchanging garments, ridiculed its own traditions as remnants of intolerable conformity, and discovered youth insurgency as an ideal symbol for its colourful new fashions. Thus emerged the strategy of co-opting dissident style which is so commonplace in modern hip, commercial culture. This text aims to add detail to a period in the 60s which has hitherto remained unresearched.