The Male Mystique by Jacques Boyreau
Men's Magazine Ads of the 1960s and '70s

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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.

About Jacques Boyreau

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Jacques Boyreau co-founded the half-bar, half-underground cinema known as the Werepad. His archive, Cosmic Hex, contains hundreds of cult, horror, and sci-fi films, as well as thousands of movie posters. He lives in San Francisco.
Published January 1, 2001 by Chronicle Books. 128 pages
Genres: Business & Economics, History, Political & Social Sciences, Arts & Photography, Gay & Lesbian, Professional & Technical. Non-fiction

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that's the kind of man a girl likes to marry!"" Meanwhile, an ad for A-1 Action Man Slacks depicts""Lance Bradbarry, 28, ...

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