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Advertising Menswear : Masculinity and Fashion in the British Media since 1945

London : Bloomsbury Publishing, 2014 [©2014]

Online-Ressource (273 p)

Englisch

ADVERTISING MENSWEAR; CONTENTS; List of Illustrations; Acknowledgements; Introduction; PART ONE GOING FOR A BURTON: MENSWEAR ADVERTISING FROM AUSTERITY TO AFFLUENCE, 1945-57; 1 The 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 The Economics of Press Advertising; 4 The Design and Rhetoric of Menswear Press Advertisements; 5 The Art versus Commerce Debate; 6 Poster Publicity and Menswear; 7 Early Commercial Television and Menswear, 1955-60

8 The Impact of Consumer Psychology and Motivation Research9 'Feeling with' and 'Feeling into': Appealing to Men and Women; 10 The Turn to New Consumers and Youth Culture; PART 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 Fibres19 'Cloth for Men': Wool and the Whisper of Darker Things in Dormeuil'sTonik 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; PART THREE LEADER OF THE PACK: JEANS ADVERTISING SINCE THE 1960s; 22 The 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 1990s27 Racial Sameness and Racial Difference; 28 From 'Mothers' to 'Flat Eric': Race, Gender, Age and Generation; Epilogue: Getting the Right Fit-Objects/Images/Readers; Appendix I: Advertising Agents and Menswear Accounts, 1945-2000; Appendix II: Menswear Advertising, 1945-80s: Illustrators andPhotographers; Appendix III: Television, Film and Radio Advertisements for Menswear in Britain, 1955-2000; Appendix IV: Levi's Press, Poster, Cinema, Radio and Television Advertising Campaigns in Britain, 1968-2000; Bibliography; Index

Description based upon print version of record

Print version: Advertising Menswear : Masculinity and Fashion in the British Media since 1945

978-1-4725-3343-2

978-1-4725-3343-2 (ISBN der Printausgabe)

978-1-4725-5811-4 ( : 246.46 (NL))

Elektronische Ressource: Zugang über Aggregator-Datenbank (Lizenzangabe: Lizenzpflichtig)

HF6161.M38 J6195 2014

391.1094109045 ; 659.19/687     Ähnliche Literatur

LOC-SH: Electronic books ; Advertising -- Men's clothing -- Great Britain -- History -- 20th century

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