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  • The Underside of the Undershirt: Australian Masculine Identity and Representations of the Undershirt in the 'Chesty Bond' comic-strip advertisements

    Author(s)
    Berry, Jess
    Griffith University Author(s)
    Berry, Jess
    Year published
    2014
    Metadata
    Show full item record
    Abstract
    This article considers the male undershirt within discourses of distinctive Australian national dress styles, bush wear and swimwear. Through the case study of Chesty Bonds advertisements, this article will argue that the undershirt became a symbol of strength, virility, heroicism and mateship during the 1940s and 1950s. In aligning the Chesty Bond character with iconic Australian heroic types - the surf lifesaver and the bushman - advertisers were able to draw on mythologies of masculine cultural identity to promote the undershirt as a staple of the hegemonic male wardrobe. Through an analysis of the Chesty Bond comic-strip ...
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    This article considers the male undershirt within discourses of distinctive Australian national dress styles, bush wear and swimwear. Through the case study of Chesty Bonds advertisements, this article will argue that the undershirt became a symbol of strength, virility, heroicism and mateship during the 1940s and 1950s. In aligning the Chesty Bond character with iconic Australian heroic types - the surf lifesaver and the bushman - advertisers were able to draw on mythologies of masculine cultural identity to promote the undershirt as a staple of the hegemonic male wardrobe. Through an analysis of the Chesty Bond comic-strip advertisements, I will argue that the athletic undershirt contributed to discourses of national identity in which the white male was dominant, and women and non-Anglo-Celtic men were marginalized, seen as being outside the Australian archetype.
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    Journal Title
    Critical Studies in Mens Fashion
    Volume
    1
    Issue
    2
    DOI
    https://doi.org/10.1386/csmf.1.2.147_1
    Subject
    Art Theory
    Design Practice and Management
    Visual Arts and Crafts
    Cultural Studies
    Publication URI
    http://hdl.handle.net/10072/68682
    Collection
    • Journal articles

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