Get Advertising Menswear: Masculinity and Fashion in the British PDF

By Paul Jobling

ISBN-10: 1472533437

ISBN-13: 9781472533432

ISBN-10: 1474254462

ISBN-13: 9781474254465

Choice awesome educational identify 2014

In what was once a golden age of British ads, the inspiration of the 'peacock male' was once a powerful subject in type promoting, reflecting a brand new affluence and the emergence of classy adolescence cultures. in accordance with an in depth examine of wealthy archival fabric, this pioneering learn examines the creation, flow and intake of print, tv and cinema exposure for men's garments in Britain through the moment half the 20th century.

The examine explores layout concerns and interval type in advertisements, the position of marketplace study and shopper psychology in deciding upon goal audiences, the belief of the 'new guy' in representing trendy masculinities, and many of the ways in which menswear shops and types handled intercourse and gender, race, type and age.

From y-fronts to Austin Reed fits to Levi's denims, menswear advertisements epitomised the topics, stereotypes, contradictions and ambiguities of masculinity in an age of serious social swap. This meticulously researched and distinct paintings of scholarship may be crucial studying for college kids and students of favor, background, 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

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