Advertising Menswear

Paul Jobling is Researcher in Arts and Architecture, University of Brighton, UK. He is the author of Man Appeal (Berg, 2005).

• INTRODUCTIONPART ONEGoing for a Burton: menswear advertising from austerity to affluence, 1945-1957Introduction1.0: The post-war market for men’s clothing2.0: 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 advertisements5.0: The art versus commerce debate6.0: Poster publicity and menswear7.0: Early commercial television and menswear, 1955-19608.0: The impact of consumer psychology and motivation research9.0: ‘Feeling with’ and ‘feeling into’: appealing to men and women10.0: The turn to new consumers and youth culturePART TWOThinking young: menswear advertising and the generation games, 1958-1978Introduction1.0: Sedimenting the youth market2.0: Cinema and television advertising3.0: Menswear advertising in newspapers and magazines4.0: Poster publicity and menswear5.0: ‘You bring the body, we’ve got the clothes’: publicity for tailors6.0: From dummies to dandies7.0: Ironing out the creases: artificial fibres and menswear advertising8.0: Synthesising sex: the utopian and ludic valorization of artificial and natural fibres9.0: ‘Cloth for Men’: wool and he whisper of darker things10.0: Looking good, feeling good11.0: The changing of the guardPART THREELeader of the pack: jeans advertising since the 1960sIntroduction1.0: The Jeans market and advertising between 1950-19852.0: Levi’s 501: back to the future3.0: Here comes the new man – again4.0: A soundtrack for consumerism: music, image and myth5.0: More than just a number6.0: Racial sameness and racial difference7.0: From ‘Mothers’ to ‘Flat Eric’EPILOGUEGetting the Right Fit – Objects/Images/ReadersBibliographyIndex

Fascinating as a study of changing attitudes and technologies over the second half of the 20th century ... The attempts of menswear advertisers to anticipate, respond to, and initiate changes from a postwar setting of mainly static images and relatively static mores to the unimaginably transformed, contemporary technologies and standards is chronicled in a straightforward and entertaining way ... The book deserves a broad audience.