Choice Outstanding Academic Title 2014 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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