Thomas Frank: The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism (1998)

While the youth counterculture remains the most evocative and best-remembered symbol of the cultural ferment of the 1960s, the revolution that shook American business during those boom years has gone largely unremarked. In this fascinating and revealing study, Thomas Frank shows how the youthful revolutionaries were joined—and even anticipated — by such unlikely allies as the advertising industry and the men’s clothing business.

Publisher University of Chicago Press, 1998
ISBN 0226260127, 9780226260129
322 pages

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google books

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