Salaryman to Shōnen: The 1960s Japanese Male Model Revolution

Monden, M

Salaryman to Shōnen: The 1960s Japanese Male Model Revolution

Monden, M

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Publication Type:: Conference Proceeding
Citation:: 2018
Issue Date:: 2018-07-04

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Field	Value	Language
dc.contributor.author	Monden, M https://orcid.org/0000-0001-5672-5279	en_US
dc.date	2018-07-04	en_US
dc.date.issued	2018-07-04	en_US
dc.identifier.citation	2018	en_US
dc.identifier.uri	http://hdl.handle.net/10453/126013
dc.description.abstract	This paper discusses the use of male models in 1960s advertising campaigns in Japan, which were vital to the success of men’s cosmetics. Up until that point, Japanese masculinity in the 1960s had been most strongly associated with mature and rather subdued images of the salaryman. Strikingly different, these male models emphasized youth and reflected a developing recognition of the commercial value of the commodified male beauty. These campaigns contributed to the creation and dissemination of a new, slender, sophisticated and highly desirable male aesthetic ideal, which was the precursor to today’s youthful paragons. The appreciation (and utilization) of the beauty of the clothed male body in these campaigns also offers an alternative to the focus on the muscularity of the undraped male body in socio-cultural studies of the body and masculinity.	en_US
dc.relation.ispartof	Asian Studies Association of Australia Conference	en_US
dc.title	Salaryman to Shōnen: The 1960s Japanese Male Model Revolution	en_US
dc.type	Conference Proceeding
utslib.location.activity	The University of Sydney	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Design, Architecture and Building
pubs.organisational-group	/University of Technology Sydney/Faculty of Design, Architecture and Building/School of Design
utslib.copyright.status	closed_access
pubs.consider-herdc	false	en_US
pubs.finish-date	2018-07-04	en_US
pubs.start-date	2018-07-04	en_US

Abstract:

This paper discusses the use of male models in 1960s advertising campaigns in Japan, which were vital to the success of men’s cosmetics. Up until that point, Japanese masculinity in the 1960s had been most strongly associated with mature and rather subdued images of the salaryman. Strikingly different, these male models emphasized youth and reflected a developing recognition of the commercial value of the commodified male beauty. These campaigns contributed to the creation and dissemination of a new, slender, sophisticated and highly desirable male aesthetic ideal, which was the precursor to today’s youthful paragons. The appreciation (and utilization) of the beauty of the clothed male body in these campaigns also offers an alternative to the focus on the muscularity of the undraped male body in socio-cultural studies of the body and masculinity.

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http://hdl.handle.net/10453/126013