Real Men, Mad Ave Style

These are some of the real Mad men. They are fictional characters devised to sell products and make us men proud to be part of the consumer club. From J.C. Lyendecker’s Arrow Shirt man (top) of the 20s, to the Schweppes, Dobbs and Hathaway Shirt men of the 50s, to today’s Dos Equis’ “Most Interesting Man in the World,” which is cut with a sliver of irony. These are capitalism’s main men, fake figures – like Wizards of Oz – yet as real, thanks to persuasive advertising, as any world leader. Big Brother is not only watching, he’s selling.

One thought on “Real Men, Mad Ave Style

  1. Joe Clark

    Joe Leyendecker (not “Lyendecker”; yeesh) was gay and the so-called Arrow Shirt man was modelled after his lover, Charles Beach. Hence the Arrow Shirt man was not really “fake,” and if you’re making some kind of half-assed attempt to communicate that Mad Ave taught men how to dress in a consumer-appropriate “manly” fashion, eliding Leyendecker’s homosexuality is one of the many failures of that attempt.