4 frank conquest of cool advertisers consumers the

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4. Frank: Conquest of Cool Advertisers > Consumers
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The flow of cause and effect goes against the expected; advertisers build their products around the needs and wants of the consumers after doing lengthy research. Frank: Advertisers themselves were aware of the manipulation approach and rebelled Cool Advertising 11/4/10 1. Ads that are aware of and use consumers cynicism of advertising in their ads. 2. Ads that played on the desire for people to be different, to be rebels. Cool advertising as a form of cooptation that attempt to move past skepticism to a “cool” or “hip” fashion that showed you weren't being tricked or manipulated. Consumers could be against mass consumption, but still accept the individual ad. Co-optation not Manipulation; most people in the 50s saw advertising as means of manipulation 1950s: * Advertising as a form of manipulation; novels the The Hucksters and The Hidden Persuaders, encouraged a cynicism against advertising; had not only an effect on consumers but advertisers as well * “Mass Society”: People as overly conformist; people they did anything could to please other people, a society where everyone looks and acts the same. People in the 50s believed that society was losing its individuality and becoming to conformist.
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