By Thomas Frank
Whereas the formative years counterculture is still the main evocative and best-remembered image of the cultural ferment of the Nineteen Sixties, the revolution that shook American enterprise in the course of these increase years has long past principally unremarked. during this attention-grabbing and revealing learn, Thomas Frank indicates how the younger revolutionaries have been joined--and even expected --by such not likely allies because the advertisements and the men's garments business.
"[Thomas Frank is] maybe the main provocative younger cultural critic of the moment."--Gerald Marzorati, ny instances e-book Review
"An integral survival consultant for any glossy consumer."--Publishers Weekly, starred review
"Frank makes an ironclad case not just that the ads cunningly grew to become the countercultural rhetoric of revolution right into a rallying cry to shop for extra stuff, yet that the method itself really predated any real counterculture to exploit."--Geoff Pevere, Toronto Globe and Mail
"The Conquest of Cool is helping us comprehend why, in the course of the final 3rd of the 20 th century, americans have more and more pressured gentility with conformity, irony with protest, and a longer heart finger with a populist manifesto. . . . His voice is an exhilarating addition to the soporific public discourse of the past due 20th century."--T. J. Jackson Lears, In those Times
"An worthy argument for someone who has ever scoffed at hand-me-down counterculture from the '60s. A lively and exhaustive research of the era's advertising."--Brad Wieners, stressed out Magazine[/B]
"Tom Frank is . . . not just outdated, he's anti-fashion, with a spot in his center for that final social pretend pas, leftist politics."--Roger Trilling, Details
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Extra resources for The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism
Neither tries to be something they are not in the minds of their customers. Neither tries to project an image inconsistent with their choice of Q ,S&P. Yet both do very well simply by being the best at their two out of three. Don’t get me wrong. Sometimes you have to offer all three to keep a long-standing customer happy. If your best customer suddenly has an emergency and needs your best product at a low-ball price and he needs it immediately, you can’t take the chance of losing him to a competitor.
Cost to design and print 2,000 4-color brochures is $6,000. 5. Direct Mail Distribution Approximately 1,000 brochures will be mailed to prospects in Northern Illinois and Iowa. 00 each. Total cost is $1,800. 6. Print Advertising Production Cost to design four-color full-page and quarter-page advertisements should not exceed $3,000. 7. Full- and quarter-page advertising space in two leading trade publications, one focused exclusively on Northern Illinois and Iowa markets, will cost $33,000. 5• Develop A Marketing Plan 51 8.
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