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Rich countercultures exist at the margins of commercial brand culture.
As we will discuss further, some of these countercultures spawned new business models (such as sharing economies) and alternative approaches to brand identity formation.
During the 1960s, the newly emergent counterculture revived the Frankfurt School writings and ideas of the 1930s to condemn commercialism as a symptom of capitalist society gone wrong.
During this time, the counterculture also eschewed notions of material success and commodity culture.
As cultural critic Thomas Frank has noted, in the 1960s advertising began to appropriate the language of the counterculture (largely of hippie culture).
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