Centre for Interdisciplinary Gender Studies

Using Archives to Teach Gender



All referenced quotes presented on the sidebars in this website are taken from the book Teaching Gender with Libraries and Archives: The Power of Information, edited by Sara de Jong and Sanne Koevoets.

Advertisement – “Danger! Men at Play”, 1974

Marks & Spencer Advertisement from St. Michael News, 1974.

This M&S advertisement for menswear draws on traditional ideas of ‘successful’ masculinity and heterosexuality, suggesting that the consumer will have a successful love life if he buys the advertised clothes. The female model is pictured as a more passive love/sex object, and described in the text as “the blonde” who must “watch out”, because the man is “dynamite” and “there’s no holding him”.

SMN Apr 1974 - Men at Play advert

Click on the image to view full size.

Source: Marks & Spencer Company Archive

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