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