The Male Mystique: Men's Magazine Ads of the 1960s and '70s by Jacques Boyreau
8vo. pp. 128. profusely illustrated. hardcover. (near fine - small nick to foot of spine). San Francisco: Chronicle Books, .
ISBN-10: 0811841286 / ISBN-13: 9780811841283
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.