By Paul Jobling
In what used to be a golden age of British ads, the proposal of the 'peacock male' was once a robust subject in type promoting, reflecting a brand new affluence and the emergence of trendy adolescence cultures. in line with an in depth examine of wealthy archival fabric, this pioneering examine examines the construction, stream and intake of print, tv and cinema exposure for men's garments in Britain through the moment half the 20th century.
The research explores layout matters and interval kind in advertisements, the position of industry examine and shopper psychology in deciding upon aim audiences, the belief of the 'new guy' in representing stylish masculinities, and a few of the ways in which menswear shops and types handled intercourse and gender, race, category and age.
From y-fronts to Austin Reed matches to Levi's denims, menswear ads epitomised the topics, stereotypes, contradictions and ambiguities of masculinity in an age of serious social swap. This meticulously researched and special paintings of scholarship could be crucial examining for college kids and students of style, heritage, sociology, advertisements, media, cultural and gender studies.
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Advertising Menswear: Masculinity and Fashion in the British Media since 1945 (Dress and Fashion Research) by Paul Jobling