Advertising in the 60s: Turncoats, Traditionalists, and Waste Makers in America's Turbulent Decade / Edition 1

by Hazel G. Warlaumont

Overview

The 1960s provides Warlaumont with the backdrop for examining the struggle of advertising during the anti-establishment movement in one of America's most colorful but turbulent decades. Targeted by the counterculture, threatened with government regulation, criticized as a waste maker by social critics, weakened by internal strife between the liberal and traditional forces within the industry, and faced with the consumption-weary public, advertising faced one of its most challenging times. Yet surprisingly, it made history with its unprecedented creativity and innovation during the 60s.

Distancing itself from the Establishment, advertising, as a wolf in sheep's clothing, joined the cultural revolution, changed the way it related to its audience, and attempted to seduce consumers with humor, resonance, candidness, and a power-to-the-people approach. Masking its ultimate goal to maintain, preserve, and promote the consumption ethic and business elite, advertising joined an infectious wave to overturban the old and stodgy ways. Becoming a turbancoat by appearing to abandon its traditional materialistic and authoritarian stance—even mimicking it in some instances—advertising became a cause celebre with its colorful and humorous campaigns, validating itself while under fire. Using the 60s as a backdrop, Warlaumont examines the struggle of a traditional institution during one of America's most turbulent decades. Scholars, students, and researchers involved with business, communications, and advertising history as well as the general public interested in the 1960s will find this study fascinating.

Product Details

ISBN-13:	9780275969325
Publisher:	Bloomsbury Academic
Publication date:	10/30/2000
Edition description:	New Edition
Pages:	264
Product dimensions:	6.00(w) x 9.00(h) x 0.75(d)

About the Author

HAZEL G. WARLAUMONT is Associate Professor of Communications at California State University, Fullerton./e Her research interests include advertising and society, information processing, the blurring of mass media formats, and advertising history. Professor Warlaumont formerly worked in the advertising industry as a copywriter and researcher.

Table of Contents

Preface
The 1960s: Upheaval
Understanding the 60s: The 50s as a Backdrop for Social Change
The Nature of Revolt: An Aesthetic Language of Protest
Shifting the Aesthetic Gauge: Breaking Loose in the 60s
Divisiveness, Turmoil, and Dissent: An Industry Under Siege
Keeper of the Flame: The Industry Stands Firm
Co-opting and Commercializing the 60s
Advertising Creativity: Undermining Traditional Expectations
Lessening the Grip on Authority
End of an Era: Advertising's Retreat
Selected Bibliography
Index

Editorial Reviews

Provides groundwork for understanding movements for change during the 1960s, and argues that advertising plugged in to a "collective conscience" prevalent in the 1960s that gave rise to unorthodox and prolific forms of postmodern change and creative expression, producing some of its most innovative work in advertising history. Discusses common themes used during the decade, and explores evidence from ads themselves, examining the paradox and resolution of advertising's dilemma concerning its duel roles and its attempt to change by getting in synch with society. The author teaches communications at California State University-Fullerton. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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