The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism
by Thomas Frank
Thomas Frank investigates how 1960s counterculture values were absorbed and marketed by American business, giving rise to hip consumerism.
About This Book
This book examines the relationship between American business culture and the counterculture movement of the 1960s.
It analyzes how corporations adopted and marketed elements of rebellion and nonconformity.
The work traces the emergence of hip consumerism and its impact on advertising and branding strategies.
Readers gain insight into the commercialization of cultural dissent during this period.
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