Advertising, Modernism and Menswear
By (author) Paul Jobling
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Man Appeal by Paul Jobling
Book DescriptionThis book provides a much-needed evaluation of the history of men's fashion advertising in the first half of the twentieth century. Arguably, modernism provided the most visually arresting and playful poster and press advertising campaigns ever launched. Undoubtedly one of the most fecund and complex periods in the history of menswear promotion, the period saw vast sums of money spent on advertising men's clothing by the likes of Austin Reed, the Fifty Shilling Tailors, Simpson and Barratt shoes. Replete with confident head-turners, many posters of the period featured dandies knowingly offering up their bodies for the delectation of women - an irony made doubly rich by the fact that these images were consumed almost exclusively by men. As Jobling expertly shows, the erotic charge in evidence in the representation of the buff gymnos in Calvin Klein's 80's campaigns had much earlier antecedents. There was, surprisingly, a pronounced fetishistic aspect coupled with sexual ambiguity in publicity for underwear in the interwar period. Looking well beyond issues of representation to broader socio-economic contexts in this deeply researched and original study, Jobling addresses an exciting range of discourses relating to professionalization, modernity, mass-communication and marketing, display and consumer psychology.
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Book DetailsISBN: 9781845200879
(234mm x 156mm x 11mm)
Imprint: Berg Publishers
Publisher: Bloomsbury Publishing PLC
Publish Date: 1-Mar-2005
Country of Publication: United Kingdom
Books By Author Paul Jobling
Managing Risk in Construction Projects, Paperback (January 2014)
Investment in any new project invariably carries risk but the construction industry is subject to more risk and uncertainty than perhaps any other industry.
Managing Risk, Paperback (January 2006)
* offers sound practical guidance on identifying, assessing and managing risk * helpful blend of theory and practice * lively use of case study material * new edition covers PFL and PPP; risk registers; corporate risk; and uncertainty management .
Man Appeal, Hardback (March 2005)» View all books by Paul Jobling
Provides an evaluation of the history of men's fashion advertising in the first half of the twentieth century. Alongwith issues of representation to broader socio-economic contexts, this study addresses the discourses relating to professionalization, modernity, mass-communication and marketing, display and consumer psychology.
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Author Biography - Paul Jobling
Paul Jobling is Researcher in Arts and Architecture, University of Brighton. He is the author of Fashion Spreads.
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