Advertising Menswear: Masculinity and Fashion in the British Media since 1945

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A&C Black, Mar 13, 2014 - History - 256 pages
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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.
 

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Contents

Introduction
1
PART ONE GOING FOR A BURTON MENSWEAR ADVERTISING FROM AUSTERITY TO AFFLUENCE 194557
15
PART TWO THINKING YOUNG MENSWEAR ADVERTISING AND THE GENERATION GAME 195878
75
PART THREE LEADER OF THE PACK JEANS ADVERTISING SINCE THE 1960s
149
Appendix I Advertising Agents and Menswear Accounts 19452000
221
Appendix II Menswear Advertising 194580s Illustrators andPhotographers
225
Appendix III Television Film and Radio Advertisements for Menswear in Britain 19552000
227
Appendix IV Levis Press Poster Cinema Radio and Television Advertising Campaigns in Britain 19682000
233
Bibliography
239
Index
253
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About the author (2014)

Paul Jobling is Researcher in Arts and Architecture, University of Brighton, UK. He is the author of Man Appeal (Berg, 2005).

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