This preview shows page 1. Sign up to view the full content.
Unformatted text preview: Youth II
Teens, Gen X, Counterculture From Conformity to Individuality
Since 1960s, never ending rebellion,
creativity, individuality, rule-breaking. The 1950s.
The Postwar boom: Social relations: Contradiction
1) Futuristic, modern, space-age, new.• 2) Return to traditionalism.
2) The Teenager The Teenager Rosser Reeves
Rosser Rosser Reeves:
return to hard-sell
return Unique Selling Proposition/Point
Unique Features, numbers
Features, Planned obsolescence.
2 major products: kitchens… ..and automobiles
Speed The highway, traveling
The Lifestyle: you are what you drive.
Lifestyle: Glamorous Autos
Glamorous They notice
They Newness as desirable
Newness Minor details—big deal
Minor From office to home
Technology/Spectacle Hiding: not just display
Family Sitcoms: Family/Domestic space
Sitcoms: 1950s: Big Dreams, Big
Commodities The 1960s
I. Nonconformity as Advertising Style:
Nonconformity 1) Management theory/Office Structure.
Ad 2) Graphic style 3) New consumer: youth/rebellion.
3) 1) Management theory/Office
Structure. Ad Agencies
Structure. Creative Revolution. 2) Graphic style
simplicity. Volkswagen: from Nazi car to
Transformation in ad style • Vs.
Vs. Reeves: From Hard sell to soft
sell. • Vs.
Vs. 1950s car ads: Return to
Turn shortcomings into virtues. We’re Number 2!
We’re Disadvantages as selling point
Disadvantages Result of VW campaign
harnessing public mistrust of
consumerism to consumerism itself.
consumerism The anti-ad ad
The Ads incorporate and solve
problems of consumerism.
More than a new
An attitude, lifestyle.
Youthfulness. “Think young.” Youth of all ages
• Pleasure- seekers,
• not just
60s youth despised Madison Ave., but
Madison Ave couldn't get enough of youth.
Advertising needs a new tone, a new
mode of address, a new voice Rebellion:
Rebellion: A) Deviants B) Desire: Urges & Relaxing Inhibitions
Counterculture D) Freedom and Individuality. Rebellion:
Rebellion: A) Deviants A) Deviants
A) A) Deviants
A) B) Desire: Urges &
Relaxing Life is fun and wild
Urges A punch
punch A punch
punch C) Counterculture.
By 1966, Creative Revolution melds
with counterculture. • Civil rights in 1964 • Anti-Mass Society Style
Style Dodge rebellion
Protest Beyond protest
Beyond Rebel against the counterculture
Rebel D) Freedom and Individuality.
Let You Be
• Break from
crowd. In the spotlight
In D) Freedom and Individuality.
D) Cars & Colas Be different
Be D) Freedom and Individuality.
Changing what it means to consume:
Counseling, not to adapt to modern world
(1920s), but to be yourself and have
purpose. 1960s legacy: Hip
recognizes alienation, boredom,
disgust, and harnesses toward brand
loyalty and accelerated consumption. Setting
Setting up Gen X, savvy audience. ...
View Full Document
This note was uploaded on 10/26/2011 for the course JOURNALISM 567:274 taught by Professor Braitich during the Fall '10 term at Rutgers.
- Fall '10