Final Paper Topic

1. The Conquest of Cool

2. My thesis will focus on businesses extreme co-optation of the values of those rebelling against them. My paper will examine the ways in which the countercultural rebellion became corporate ideology and its impact on advertising in the sixties.

3. I will be looking at Commodify Your Dissent, a work by Thomas Frank and Matt Weiland that offers a variety of articles from their magazine "The Baffler". Specifically I will be referring to the article "Why Johnny Can't Dissent" by Frank which delves further into the ways in which corporate America assimilated the ideas of the rebellious youth and sook to absorb and promote the counterculture rather than isolate it.

I will also be referring to Leslie Savan's The Sponsored Life:Ads, TV, and American Culture. Savan wrote a column for the Village Voice on advertisements and culture for 13 years. Savan describes our traditional quest for individualism which advertisers are able to market through conformity.