Advertising Menswear: Masculinity and Fashion in the British Media since 1945
Choice Outstanding Academic Title 2014
In what was a golden age of British advertising, the notion of the 'peacock male' was a strong theme in fashion promotion, reflecting a new affluence and the emergence of stylish youth cultures. Based on a detailed study of rich archival material, this pioneering study examines the production, circulation and consumption of print, television and cinema publicity for men's clothing in Britain during the second half of the twentieth century.
The study explores design issues and period style in advertising, the role of market research and consumer psychology in determining target audiences, the idea of the 'new man' in representing fashionable masculinities, and the various ways that menswear retailers and brands dealt with sex and gender, race, class and age.
From y-fronts to Austin Reed suits to Levi's jeans, menswear advertising epitomised the themes, stereotypes, contradictions and ambiguities of masculinity in an age of great social change. This meticulously researched and detailed work of scholarship will be essential reading for students and scholars of fashion, history, sociology, advertising, media, cultural and gender studies.
What people are saying - Write a review
We haven't found any reviews in the usual places.
PART TWO THINKING YOUNG MENSWEAR ADVERTISING AND THE GENERATION GAME 195878
PART THREE LEADER OF THE PACK JEANS ADVERTISING SINCE THE 1960s
Appendix I Advertising Agents and Menswear Accounts 19452000
Appendix II Menswear Advertising 194580s Illustrators andPhotographers
Other editions - View all
Advertising Menswear: Masculinity and Fashion in the British Media Since 1945
No preview available - 2014
Advertiser’s Weekly advertising agency Adweek appeared April argued Art and Industry Ashley Havinden Austin Reed autumn Awards brands Britain British Burton’s cent cinema TV commercial connoted consumer copy cost creative Daily Express Daily Mirror Daks December designed Dormeuil dress expenditure fashion February female Figure film Flat Eric full-page colour advertisement garments Hector Powe Ibid January John Collier July June Laundrette Levi’s London look Lyle and Scott Man’s March Masculinity Media men’s clothing Men’s Wear menswear menswear advertising menswear publicity menswear retailers million newspapers November October photographs Picture Post promotion Rael Brook respective 2000 equivalents rhetoric Roland Barthes September sexual shirts shoes Simpson soundtrack spring style suit Sunday Times Magazine survey teenage Television Advertising television and cinema television campaign television publicity Terylene Tootal trousers TV and cinema TV TV TV valorizations Veruschka visual W. S. Crawford Wrangler y-fronts young youth culture Yves Saint Laurent