Dr Paul Jobling has just been awarded Outstanding Academic Title for 2014 for his new book.
07 Jan 2015
Advertising Menswear examines a golden age of British advertising when 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, the book 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. It 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.
The book is described as a "meticulously researched and detailed work of scholarship" and reviewers comments include: “a compilation of striking imagery, visual analysis, compelling discourse and chronology...” providing a “...decisive resource informing the methodology of past and contemporary global menswear brands.”
Dr Jobling is course leader for MA History of Design and Material Culture in the College of Arts and Humanities, a course strucutured to stimulate innovative and interdisciplinary study in both their Western and non-Western contexts, considering the relationship between local, national and international patterns of production, circulation, consumption of designed objects and material culture.