To the editors:
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Tom “Mr. Smuggypants” Frank is obviously exercising his “inalienable American right to be ignorant of history” when he claims that the ironic phenomenon of counterculture-inspired corporate advertising has occurred “sometime in the recent past” [Capital Lies, June 23]. 7UP became the Uncola more than 20 years ago so that the Woodstock generation could reject the tyranny of caramel-colored drinks. Meanwhile, hippies and children drinking Coca-Cola were inspired to sing to the world about perfect harmony from the hilltops.
So when the “corporate interests” try to be all hip and existentialist, they end up cramping the anticapitalists’ style. And obviously style is of principal concern to Tom. After all, the only thing that differentiates these advertisements from others is their “rebellious” style. So why is it then that they make resisting capitalism “literally unthinkable”? Tom–did you mean to say “unfashionable”? Think = Fashion?!?! I guess this means that Tom’s distaste of capitalism is about as intellectually deep as a pierced nipple.
I suggest that Mr. Roeser read through all 400 pages of my recent writings on advertising during the 1960s before he accuses me of being unfamiliar with previous countercultural campaigns. I also suggest he read the Reader cover story that Dave Mulcahey and I wrote [January 20] on the labor battle in Decatur before he dismisses my “distaste of capitalism” as being merely fashionable.
