Master of Arts
Department or Program
This research paper explores the use of Countercultural themes and images by the advertising and menswear industries in the 1960s. Historians have traditionally held that the Counterculture and American business during this era were fierce opponents of one another. More recent scholarship, however, suggest that the advertising industry of the 1960s co-opted and marketed Countercultural themes, such as ‘youth’ and ‘rebellion,’ and images like natural looking make-up and free-flowing clothing. The co-optation of these themes and images, historians have charged, commercialized the Countercultural revolution and ultimately led to its demise. This paper examines the ways in which the Counterculture influenced the advertising and menswear industries in the 1960s and questions whether the use of Countercultural themes and images was co-optation or emulation of the youth movement.