+++++
Critique on the system has been there since its inception, but a more generalized critique on consumerism and advertisement came with 70s and 80s general diffusion of critical views of capitalism in western / european societies (and ot only?)

Movie from John Carpenter: They Live (1988); critique on consumption and capitalism
Influenced the popular culture
https://www1.freemoviesfull.com/watch-movie/watch-they-live-16655.5302594
(use an adblocker / uBlock :-)

Branding critique, such as andre the giant, OBEY that started as critique inspired by subvertising, taking the image from the They Live movie, spreading massively, then becoming a brand itself, then OBEY sold to Adidas

++embodyment-vs-incorporation++ : capitalism is the best seller of the critique of itself
+++++