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Advertising menswear : masculinity and fashion in the British media since 1945

Author: Paul Jobling
Publisher: [London] : Bloomsbury, [2018] ©2018
Series: Dress and fashion research.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
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 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 20th  Read more...
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Details

Genre/Form: History
Additional Physical Format: Print version :
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Paul Jobling
ISBN: 9781350050907 1350050903
OCLC Number: 1019966526
Notes: Previously issued in print: 2014.
Target Audience: Specialized.
Description: 1 online resource : illustrations (black and white, and colour).
Contents: Introduction --
Part One : Going for a Burton: menswear advertising from austerity to affluence, 1945-1957 Introduction 1.0: The post-war market for men s clothing 2.0: Menswear advertising: agents, accounts and audiences: Will it be seen? Will it be remembered? Will it be accepted ? 3.0: The economics of press advertising 4.0: The design and rhetoric of menswear press advertisements 5.0: The art versus commerce debate 6.0: Poster publicity and menswear 7.0: Early commercial television and menswear, 1955-1960 8.0: The impact of consumer psychology and motivation research 9.0: Feeling with and feeling into : appealing to men and women 10.0: The turn to new consumers and youth culture PART TWO Thinking young: menswear advertising and the generation games, 1958-1978 Introduction 1.0: Sedimenting the youth market 2.0: Cinema and television advertising 3.0: Menswear advertising in newspapers and magazines 4.0: Poster publicity and menswear 5.0: You bring the body, we ve got the clothes : publicity for tailors 6.0: From dummies to dandies 7.0: Ironing out the creases: artificial fibres and menswear advertising 8.0: Synthesising sex: the utopian and ludic valorization of artificial and natural fibres 9.0: Cloth for Men : wool and he whisper of darker things 10.0: Looking good, feeling good 11.0: The changing of the guard PART THREE Leader of the pack: jeans advertising since the 1960s Introduction 1.0: The Jeans market and advertising between 1950-1985 2.0: Levi s 501: back to the future 3.0: Here comes the new man again 4.0: A soundtrack for consumerism: music, image and myth 5.0: More than just a number 6.0: Racial sameness and racial difference 7.0: From Mothers to Flat Eric EPILOGUE Getting the Right Fit Objects/Images/Readers Bibliography Index
Series Title: Dress and fashion research.
Responsibility: Paul Jobling.

Abstract:

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 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 20th century.

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