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Warlaumont, Hazel G. Advertising in the '60s. Westport, Conn.: Praeger, 2001. 244 pp. $65.
Institutions in order to survive tend to adopt the mantle of the broader culture in ways both obvious and subtle. Advertising in the 1960s became the fawning cousin of this turbulent decade, becoming at times radical, antiestablishment, and antimaterialistic, yet protecting its core values. At the heart of advertising then as now is a strategy in support of a consumption ethic and its place in a capitalistic economy.
At the heart of Professor Hazel Warlaumont's thesis is the non-revolutionary idea that "advertising feigned distance [in the 1960s] in order to maintain, preserve, and promote the consumption ethic and the role of business in society, suggesting that advertising can appear to change allegiances at times, morphing...