My reflection on 'Advertising men’s underwear’ by Shaun Cole

According to William O’Barr, what are the two types or motivations in advertising?

‘William O'Barr (1994) identifies two types or motivations in advertising, the primary being the messages that are openly portrayed about the qualities of the goods or services advertised, and the secondary being ideas that are conveyed about society and culture: so, for example, in many mid-century men's underwear advertisements, the fact that women were primarily responsible for laundering such garments is implicit, although there were also adverts in which this message was made explicit.’ (p. 59)

2a. How were men presented in adverts during the Second World War?

‘During the Second World War, men were presented in advertisements (for a whole range of products, as diverse as towels, cigarettes, boot polish and dairy products as well as underwear) as heroes, fighting the good fight, during times of national crisis and economic hardship.’ (p. 62)

2b. Why do you think men were presented in this way during the war?

I think it shown that men are strong and can win the war and it lifts the spirit in the depressing times. Also, companies have to make adverts that relates to life because in this way they can sell their products or services.

2c. How did this change after the war?

‘After the end of the Second World War, underwear manufacturers began to make up for the shortages of the war and encourage a renewed vigour in consumer spending, advertising innovative new fabrics, new colours and patterns, and developments which increased comfort. It was specifically through the advertisements' text that comfort was emphasized as a key selling feature.’ (p. 62)

‘the format of physique photographs was similar to advertisements promoting physique photographers' studios and those advertising males posing pouches’ (p. 63)

After the war, physique of man was more important than who he is or what he is doing. Companies focused more on the quality of their products because it was a key to selling. People wanted long lasting garments and undergarments.

3. Compare one of the images in the article to a recent underwear advert. Describe both adverts and comment on the similarities and differences in the way these adverts present male bodies and masculinity?

'VISCANA Comfortable to Wear Lasts Long Doesn't Shrink', advertisement for Viscana in Illustrated magazine, June 1953

This advertisement is illustration, that promotes men’s underwear. The man that is shown looks sporty, healthy, masculine, has a fit body. Underwear contains of shorts and tank top. Also, this illustration has a lot of text that describes what the underclothes are made of, promotes how long lasting and high quality they are.

Hugo Boss Bodywear FW11, model - Joshua Button.

This advertisement is all about models’ body and attractive look. It is main tool to promote brand and its products. He looks extremely fit, his physique is muscular. Photograph does not contain any text except of a name of a brand as it should speak itself about quality.

It is similar to illustrated advertisement since in both of them the man is fit, good-looking. Also, both of them are black and white even though it is almost 60 years gap between them. Nowadays almost all underwear advertisements are still black and white as they look sharper. However, modern underwear advertisement does not contain any text, that describe a product, it does not have any promotional line or catch up phrase. This job right now is left for a model and a photographer to create a look that would make people see and buy products, would make men feel, imagine that with this underwear they would look like a model; stronger, more attractive.

4. What do you think we can learn, if anything, about experiences of being a man in the 1940s and 1950s from underwear adverts?

I think it shows that man in 1940s and 1950s had to be strong, fit, courageous, brave, healthy. It creates a stereotype that men are stronger sex and they are not allowed to be weak. I believe the war influenced the creation of this stereotype even more and underwear adverts also show that.