Advertising in the 60s

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 overturn the old and stodgy ways. Becoming a turncoat by appearing to abandon its traditional materialistic and authoritarian stanceeven mimicking it in some instancesadvertising 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.