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The Persuasion IndustriesThe Making of Modern Britain$
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Steven McKevitt

Print publication date: 2018

Print ISBN-13: 9780198821700

Published to Oxford Scholarship Online: December 2018

DOI: 10.1093/oso/9780198821700.001.0001

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‘For Men Who Should Know Better’

‘For Men Who Should Know Better’

The Emergence of Men’s Lifestyle Media

(p.183) 6 ‘For Men Who Should Know Better’
The Persuasion Industries

Steven McKevitt

Oxford University Press

Between 1969 and 1997 there was an ongoing re-evaluation of male consumer behaviour, which manifested itself through an emergent men’s lifestyle magazine sector, but also an expansion of established media—that is, newspapers, television, and radio. New applications of persuasion also came to the fore as public relations and branding began to play a salient role in the marketing mix. The result of these changes was a concerted increase in the quality and quantity of brand communication aimed at men. This chapter examines the changes in attitude within the persuasion industry towards male consumers and young men in particular and the emergence in the UK of a mass-market men’s magazine sector between 1986 and 1997. It also explores the relationship between titles such as LM, Q, Loaded, and FHM and the public relations industry.

Keywords:   public relations, branding, male consumption, self-identity, men’s lifestyle media, Walkers, Lucozade, Loaded, FHM

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