By Paul Jobling

ISBN-10: 1472533437

ISBN-13: 9781472533432

ISBN-10: 1474254462

ISBN-13: 9781474254465

Choice impressive educational identify 2014

In what used to be a golden age of British advertisements, the proposal of the 'peacock male' was once a robust topic in style promoting, reflecting a brand new affluence and the emergence of classy early life cultures. in accordance with an in depth research of wealthy archival fabric, this pioneering examine examines the construction, flow and intake of print, tv and cinema exposure for men's garments in Britain throughout the moment 1/2 the 20th century.

The examine explores layout matters and interval type in ads, the function of marketplace study and buyer psychology in identifying goal audiences, the assumption of the 'new guy' in representing trendy masculinities, and some of the ways in which menswear shops and types handled intercourse and gender, race, type and age.

From y-fronts to Austin Reed matches to Levi's denims, menswear advertisements epitomised the topics, stereotypes, contradictions and ambiguities of masculinity in an age of serious social switch. This meticulously researched and targeted paintings of scholarship could be crucial analyzing for college kids and students of style, 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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