By Paul Jobling
In what was once a golden age of British ads, the thought of the 'peacock male' was once a powerful topic in style advertising, reflecting a brand new affluence and the emergence of trendy adolescence cultures. in line with a close examine of wealthy archival fabric, this pioneering examine examines the creation, move and intake of print, tv and cinema exposure for men's garments in Britain throughout the moment 1/2 the 20th century.
The learn explores layout concerns and interval kind in advertisements, the function of industry learn and patron psychology in picking out objective audiences, the belief of the 'new guy' in representing stylish masculinities, and a few of the ways in which menswear outlets and types handled intercourse and gender, race, category and age.
From y-fronts to Austin Reed fits to Levi's denims, menswear advertisements epitomised the subjects, stereotypes, contradictions and ambiguities of masculinity in an age of significant social switch. This meticulously researched and designated paintings of scholarship may be crucial analyzing for college students and students of favor, historical past, 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