Skivvies with the Givvies: Vintage American Underwear Ads Feature Sexual Innuendo between “Boys” in the Brands

Author: Joffe, Bruce H.

Source: Textile: The Journal of Cloth and Culture, Volume 6, Number 1, March 2008 , pp. 4-16(13)

Publisher: Berg Publishers

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Abstract:

Advertising is designed to convince us to buy a specific product or service, whether for the first time or by switching brands. As always, sex sells. So, in pursuit of customers, manufacturers of menswear undergarments incorporated themes such as vanity, virility and pleasure in their ads. Advertising of men's underwear from the early 1900s was highly suggestive. Explicit or implied, advertisements produced by a number of textile companies had homoerotic overtures, themes and subtexts embedded within their messages.

Keywords: ADVERTISING; HOMOSEXUAL; GAY; MEN'S; UNDERWEAR; UNDERGARMENTS; TEXTILES

Document Type: Short communication

DOI: 10.2752/175183508X288662

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