Marketing Modern Manhood: Masculinity and Advertising in Early 20th Century America

Files

Citation

Baker, Rebecca, “Marketing Modern Manhood: Masculinity and Advertising in Early 20th Century America,” Scholar@Simmons, accessed April 4, 2020, https://beatleyweb.simmons.edu/scholar/items/show/344.

Title

Marketing Modern Manhood: Masculinity and Advertising in Early 20th Century America

Creator

Baker, Rebecca

Date

2015

Description

This thesis explores masculinity and advertising as portrayed in Vanity Fair and the Sears Catalog during the 1920s. Each publication developed a distinct version of manhood to appeal towards their target demographic. Vanity Fair developed the image of the "Well-Dressed Man" by advertising high end men's fashion retailers that projected an image of sophistication, class, and elegance. In contrast, Sears appealed to lower and middle class men and cultivated a manly image based on cost efficient style, value, and rugged durability. Combined, these publications reveal a Masculine Ideal of the "new man" whom emphasized appearance, virility, personality, and youth.

Publisher

Simmons College (Boston, Mass.)

Format

1 PDF (73 Pages)

Language

English

Type

Masters Theses