Hard sell explores advertising in Britain in the 1950s and 60s through extensive new archival research in Britain and America, combining the study of business practices with analysis of television and press advertisements. -- .
Focusing on the cultural sociology of service sector professionals, the study offers a deep exploration of gendered identities within this context. It skillfully combines ethnographic research with social theory, presenting innovative insights that reignite discussions about the relationship between advertising and society. This work stands out for its detailed analysis and contribution to understanding contemporary cultural dynamics.
The book delves into the evolving imagery of masculinity shaped by popular consumption over the past decade. It explores the emergence of the 'new man' concept and its connections to modern masculinity and cultural expressions. Through a detailed analysis, the author sheds light on how these images influence and reflect contemporary masculine identities.