The Male Mystique: Men's Magazine Ads Of The 1960s And '70s
The Male Mystique: Men's Magazine Ads of the 1960s and '70s
What does it mean to be a man? Is it the size of your quadraphonic hi-fi equipment or the fit of your flares? The Male Mystique presents a swinging vision of the ideal male-dominated lifestyle—at least, as seen through the looking-glass of men's magazine ads of the 1960s and '70s. This is Total Male Living as it was meant to be: a world of musk, whiskey, polyester slacks, "male comfort spray," and, of course, babes. With 150 swaggering print advertisements presenting an astonishing array of swarthy delights, crass copy, and surprise celebrity sightings, The Male Mystique is tribute to the time when testosterone was in vogue and Stay-Prest stayed pants at the ready. Ladies, please don't crush the velour.
From Publishers Weekly
Boyreau’s collection of 1960s and 1970s magazine ads center on iconic and outdated images of maleness-the swingers, playboys, and cowboys of the post-war era scene. These days, ads featuring macho bachelors in tight polyester "slacks" are far too silly to offend, even though the copy might say something like "Blow in her face and she’ll follow you anywhere." (That’s from an ad for Tipalet...