beauty is only skin.: 60s Male Body Image

Apparently, the preferred body type has gone from the voluptuous endomorphic look of the 1950`s and 1960`s, to the lanky ectomorphic look, which is very hard to obtain for most women. Men, too, have felt the change of time as washboard abs, silky skin, and massive muscles have emerged as the forerunner in body shape distinction.

http://clearinghouse.missouriwestern.edu/manuscripts/93.php

Many of the advertisements revolve around the idea of ‘living a good life’ with the alcoholic beverage promoted

Miller High Life and Budweiser which always showcase men engaging in various activities such as golf and gambling.

These two kinds of advertisements can be said to play on the ‘hegemonic masculine’ persona. Not only do the advertisements reiterate the existing ideal of ‘hegemonic masculinity’ at that time, but they also shape and adapt the dominant male values and ideals in the society

http://sc2220.wetpaint.com/page/1960s%3A+Males%E2%80%99+Good+Life+and+the+Objectification+of+Women