Advertising Menswear

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

Paul Jobling is Researcher in Arts and Architecture, University of Brighton, UK.