Selling the Male Consumer the Playboy Way

dc.contributor.authorCoulter, Natalie
dc.date.accessioned2021-03-18T18:16:38Z
dc.date.available2021-03-18T18:16:38Z
dc.date.issued2014-08-06
dc.description.abstractUnder the direction of Hugh Hefner, Playboy magazine’s early success was predicated upon the unique marketing strategies of forging the persona of an idealized, imaginary reader called the playboy, with particular lifestyles and taste preferences. At the same time, it sold the value of men’s participation in the hedonistic pleasures of accessible connoisseurship of the postwar marketplace by aligning consumer desires with sexual desires as innate components of modern masculinity. The purpose of this article is to illustrate how this persona is visually and discursively articulated throughout the entire Playboy empire, from the content of the magazines including the dewy centerfolds and the What Sort of Man Reads Playboy? campaigns to the brand’s clubs and television shows. The persona undertook the dual tasks of attracting a lucrative male readership and its corresponding advertisers, while simultaneously redefining male consumer culture.en_US
dc.identifier.citationNatalie Coulter (2014) Selling the Male Consumer the Playboy Way, Popular Communication, 12:3, 139-152, DOI: 10.1080/15405702.2014.921920en_US
dc.identifier.issn1540-5710
dc.identifier.urihttps://doi.org/10.1080/15405702.2014.921920en_US
dc.identifier.urihttp://hdl.handle.net/10315/38264
dc.language.isoenen_US
dc.publisherPopular Communicationen_US
dc.rights.articlehttps://www.tandfonline.com/doi/full/10.1080/15405702.2014.921920?scroll=top&needAccess=trueen_US
dc.rights.journalhttps://www.tandfonline.com/toc/hppc20/currenten_US
dc.rights.publisherhttps://www.tandfonline.com/en_US
dc.titleSelling the Male Consumer the Playboy Wayen_US
dc.typeArticleen_US

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