Table of Contents

Introduction * 'Design is Just a Detail of our Service': The Development of Men's Wear Advertising as a Social and Economic Force between 1900 and 1914 * 'The Habit of Reading Advertisements': The Interdependence of Eye and Mind in Decoding Men's Wear Publicity Before 1914 * 'From A to E': Men's Wear Advertising and Market Research Between 1914 and 1939 * 'Selling with Wit, Style and Sincerity': Modernism, Class and Gender in Men's Wear Publicity During the Interwar Period * 'Dynamic Virility': Masculine Identities in Advertising for Tailors during the Interwar Period * 'Business (Almost) As Ususal': Men's Wear Advertising, Utility and Rationing during the Second World War * 'Nice Stuff Against the Skin': Pleasure and Spectatorship in Men's Underwear Advertising

Promotional Information

Also available in hardback, 9781845200862 GBP50.00 (March, 2005)

About the Author

Paul Jobling is Researcher in Arts and Architecture, University of Brighton. He is the author of Fashion Spreads.