| The 1960's and 70's is one of the most important period in American advertisement history. In this period, advertisement developed rapidly, and innovated a lot in both content and form. However, the research about advertisement of this period is in a lack, and these researches are mainly about the historical facts. Also, most of the researches attribute the reason to the development of American economy.In the thesis, the author brings up a unique opinion and proves it with demonstrations and historical facts. The opinion is that the rapid development of American advertisement in the 1960's and 70's has close relation with the social movements at that time. To be exact, youth culture, Feminism and "Black Power" fastened the process. Meanwhile, the development of advertisement influenced the fashion and culture.China of today has many similarity with the America of 1960's and 70's, especially on youth culture and Feminism. It deserves us to think about what to learn and what to desert from the Americans advertisement. |
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