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| Acknowledgements | |
| Introduction | p. 1 |
| Masculinities, commercial culture and cultural analysis | p. 9 |
| Representation, subjectivity and spectatorship | p. 11 |
| Men's markets, consumer sectors and flexible specialization | p. 21 |
| Menswear, retailing practices and the "new man" | p. 29 |
| New designs on men: menswear and the "new man" | p. 33 |
| Menswear and retailing practices: the case of retail design | p. 47 |
| Menswear and the spectacle of shopping | p. 61 |
| Advertising, market research and the "new man" | p. 73 |
| Acquisition, the stock market, diversification and globalization: institutional developments in UK advertising | p. 77 |
| "Who are we walking to?" Representations of the consumer in advertising research | p. 91 |
| Advertising and the "new man": creative practices, account planning and media buying | p. 103 |
| Magazine culture and the "new man" | p. 123 |
| Looking for the Holy Grail: male readerships and the general interest men's magazine | p. 127 |
| From "The world's best dressed magazine" to "The men's magazine with an IQ": magazine journalism and new male readerships | p. 145 |
| Distinguishing looks: magazine fashion photography and the "new man" | p. 167 |
| Conclusion | p. 197 |
| Notes | p. 211 |
| Bibliography | p. 225 |
| Index | p. 235 |
| Table of Contents provided by Blackwell. All Rights Reserved. |
