Cool, as a cultural category in its own right, has become somewhat fashionable. Its effects on human behavior and cultural artifacts can be seen in speech and dance, films and television shows, books and magazines, music, clothes, paintings, cars, computers, and even places like neighborhoods or streets. Cool has become, however, very much involved with commodities and the aesthetics of designer labels and niche brands. As faith in the revolutionary potential of “authentic” counterculture combined with the development of a new ideology of consumption, cool became the language of advertising and thus entered the mainstream as a marketing strategy.