Advertisement - "Danger! Men at Play", 1974

Category: Advertisement; Marks & Spencer; Media, Culture and Advertising; Sexuality
Date: Friday 13 September 2013

Tags: 1970's; Clothing; Fashion; Heterosexuality; Masculinity; Men; Menswear; St Michael News; Stereotypes

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".

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Source: Marks & Spencer Company Archive