Consumerism and Identity

In my paper I will be exploring the connections between advertising and identity and comparing the real world example to Huxley's portrayal of identity in Brave New World.  One of my secondary sources, The Conquest of Cool, describes different advertising campaigns from the 1960s and the ways these ads subverted convention. 

Thomas Frank, the author, goes into great detail about the revolutionary advertising campaign for Volkswagen.  DDB, Volkswagen's advertising firm employed a minimalist strategy which drew attention to the differences between a Volkswagen and the standard Detroit model of the 1950s and 60s.  This particular ad shows the contrast between the consistent model years for Volkswagen and the ever changing models from the other major car companies.

Pepsi Cola also used an unorthodox technique to seek out new consumers.  Interestingly, their advertising campaign of the early 1960s presupposed the youth revolt which occurred later in the decade, causing some to question the influence of advertising upon the actions taken by the young people.  This ad is one of the first to use the "Pepsi Generation" slogan and "Come Alive" theme song.