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Advertising Menswear: Masculinity and Fashion in the British Media since 1945 (Dress and Fashion Research) - Hardcover
Synopsis
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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Book Description
The first detailed analysis of men's fashion advertising from 1945 to 2000.
About the Author
Paul Jobling is Researcher in Arts and Architecture, University of Brighton, UK.
"About this title" may belong to another edition of this title.
- PublisherBloomsbury Academic
- Publication date2014
- ISBN 10 1472533437
- ISBN 13 9781472533432
- BindingHardcover
- Number of pages272
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Advertising Menswear: Masculinity and Fashion in the British Media Since 1945 (Dress and Fashion Research)
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Advertising Menswear: Masculinity and Fashion in the British Media since 1945 (Dress and Fashion Research) [Hardcover] Jobling, Paul
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Condition: Gut. 2. 124 S. in gutem Zustand Einband mit Gebrauchsspuren. 30689 ISBN 9781472533432 Sprache: Deutsch Gewicht in Gramm: 240 Taschenbuch, Maße: 10.9 cm x 1.2 cm x 19 cm. Seller Inventory # 2423073
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MARCO POLO Reiseführer Tallinn: Reisen mit Insider Tipps. Mit Extra Faltkarte & Reiseatlas.: Reisen mit Insider-Tipps. Mit Cityatlas Reisen mit Insider Tipps ; [mit extra Faltkarte & Cityatlas]
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Advertising Menswear: Masculinity and Fashion in the British Media since 1945 (Dress and Fashion Research)
Seller: killarneybooks, Inagh, CLARE, Ireland
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Hardcover. Condition: Fine. Hardcover, Bloomsbury 2014, xvi + 254 pages, b&w images in text, bibliography & index, NOT ex-library. Book looks unread, clean and bright throughout with unmarked text, free of inscriptions and stamps, firmly bound. Minor external handling wear. Published without a dust jacket. -- 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. -- Contents: Pt. One Going for a Burton: Menswear Advertising from Austerity to Affluence, 1945-57: 1. Post-War Market for Men's Clothing 2. Menswear Advertising: Agents, Accounts and Audiences: 'Will It Be Seen? Will It Be Remembered? Will It Be "Accepted"?' 3. Economics of Press Advertising 4. Design and Rhetoric of Menswear Press Advertisements 5. Art Versus Commerce Debate 6. Poster Publicity and Menswear 7. Early Commercial Television and Menswear, 1955-60 8. Impact of Consumer Psychology and Motivation Research 9. 'Feeling With' and 'Feeling Into': Appealing to Men and Women 10. Turn to New Consumers and Youth Culture // Pt. Two Thinking Young: Menswear Advertising and the Generation Game, 1958-78: 11. Sedimenting the Youth Market 12. Cinema and Television Advertising for Menswear 13. Menswear Advertising in Newspapers and Magazines 14. Poster Publicity and Menswear 15.'You Bring the Body, We've Got the Clothes': Publicity for Tailors 16. From Dummies to Dandies 17. Ironing Out the Creases: Artificial Fibres and Menswear Advertising; 18. Synthesizing Sex: Publicity for Artificial and Natural Fibres; 19. 'Cloth for Men': Wool and the Whisper of Darker Things in Dormeuil's Tonik Press Campaign, 1968-75; 20. Looking Good, Feeling Good: Materiality and the Interplay of the Senses; 21. Getting More for Your Money: Menswear Publicity and the 1970s Recession // Pt. Three Leader of the Pack: Jeans Advertising Since the 1960s: 22. Jeans Market and Advertising Between 1950 and 1985 23. Levi's 501: Back to the Future? 24. Here Comes New Man - Again 25. A Soundtrack for Consumerism: Music, Image and Myth 26. More Than Just a Number: A New Style of Advertising for the 1990s 27. Racial Sameness and Racial Difference 28. From 'Mothers' to 'Flat Eric': Race, Gender, Age and Generation. Seller Inventory # 004989
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Advertising Menswear: Masculinity and Fashion in the British Media since 1945 (Dress and Fashion Research)
Published by
Bloomsbury, 2014
ISBN 10: 1472533437
ISBN 13: 9781472533432
Used
Hardcover
First Edition
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Hardcover. Condition: As New. 1st Edition. Color pictorial boards. As issued. 1st ptg. xv,254 pp. Size: 8vo - over 7¾" - 9¾" tall. Book. Seller Inventory # 059269
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Advertising Menswear
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Advertising Menswear
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Condition: New. pp. 272 50 Illus. Seller Inventory # 55054041
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