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The Sounds of CapitalismAdvertising, Music, and the Conquest of Culture$
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Timothy D. Taylor

Print publication date: 2012

Print ISBN-13: 9780226791159

Published to Chicago Scholarship Online: September 2013

DOI: 10.7208/chicago/9780226791142.001.0001

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The Discovery of Youth in the 1960s

The Discovery of Youth in the 1960s

(p.147) 6 The Discovery of Youth in the 1960s
The Sounds of Capitalism

Timothy D. Taylor

University of Chicago Press

This chapter discusses the discovery of the youth market and its culture in the 1960s. It describes the strategies employed by the advertising industry for selling commodities to the youth market. Advertisers appeal to the youth market by using popular music in commercials as part of what Thomas Frank has called the “conquest of cool,” a strategy of locating the hip and the cool in popular culture in order to harness these properties for advertising and marketing.

Keywords:   youth market, advertising industry, commodities, popular music, Thomas Frank, advertising, marketing

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