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Jocks in jocks: sportsmen and underwear advertising

Jocks in jocks: sportsmen and underwear advertising
Jocks in jocks: sportsmen and underwear advertising
In 2012, British Football player David Beckham launched a range of self-branded underwear. He had previously modelled underwear for Emporio Armani. In both of these instances, Beckham followed in the footsteps of many other sportsmen throughout the twentieth century who were utilized by underwear brands to promote their products. Predating Beckham by 80 years American Baseball player Babe Ruth had featured in advertisements for Coopers and Sons Jockey underwear and launched his own brand of undergarments in the 1930s. This article will examine the changing use of sportsmen in underwear advertising over the twentieth and twenty-first centuries, examining the way in which the sportsman’s body has been presented as a hard muscular ‘rock’ or passive ‘languid leaner’ and been increasingly objectified and commodified.
sportsmen, advertising, eroticization, underwear, photography, sexuality, David Beckham, Babe Ruth
2050-070X
161-176
Cole, Shaun
e74cdd05-e4da-46e9-9b25-e13ab0c21a79
Cole, Shaun
e74cdd05-e4da-46e9-9b25-e13ab0c21a79

Cole, Shaun (2014) Jocks in jocks: sportsmen and underwear advertising. Critical Studies in Men's Fashion, 1 (2), 161-176. (doi:10.1386/csmf.1.2.161_1).

Record type: Article

Abstract

In 2012, British Football player David Beckham launched a range of self-branded underwear. He had previously modelled underwear for Emporio Armani. In both of these instances, Beckham followed in the footsteps of many other sportsmen throughout the twentieth century who were utilized by underwear brands to promote their products. Predating Beckham by 80 years American Baseball player Babe Ruth had featured in advertisements for Coopers and Sons Jockey underwear and launched his own brand of undergarments in the 1930s. This article will examine the changing use of sportsmen in underwear advertising over the twentieth and twenty-first centuries, examining the way in which the sportsman’s body has been presented as a hard muscular ‘rock’ or passive ‘languid leaner’ and been increasingly objectified and commodified.

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More information

e-pub ahead of print date: 1 March 2014
Published date: 1 March 2014
Keywords: sportsmen, advertising, eroticization, underwear, photography, sexuality, David Beckham, Babe Ruth

Identifiers

Local EPrints ID: 421786
URI: https://eprints.soton.ac.uk/id/eprint/421786
ISSN: 2050-070X
PURE UUID: bce3ca39-6b5d-4838-a14a-76be333c8e07

Catalogue record

Date deposited: 27 Jun 2018 16:30
Last modified: 01 Aug 2018 16:30

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