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PhallaciesHistorical Intersections of Disability and Masculinity$
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Kathleen M. Brian and James W. Trent, Jr.

Print publication date: 2017

Print ISBN-13: 9780190458997

Published to Oxford Scholarship Online: September 2017

DOI: 10.1093/oso/9780190458997.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2020. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 25 November 2020

Marketing Disabled Manhood

Marketing Disabled Manhood

Veterans and Advertising since the Civil War

(p.93) 5 Marketing Disabled Manhood

John M. Kinder

Oxford University Press

This chapter examines the efforts of businesses to market masculinity to disabled American veterans. Beginning with the Civil War—a conflict that left nearly a million ex-servicemen with war wounds permanent injuries—it shows how commercial interests from prosthetics makers to car companies, railroads, meat packers, and cigarette manufacturers have sought to capitalize on disabled veterans’ fears of diminished manhood. Thus, in war’s wake, advertisers have either tended to capitalize on disabled veterans’ fears of diminished manhood or to develop a narrative of disabled men’s successful triumphs over their physical and mental impairments. In both cases, fears and triumphs have served to shape images of veterans’ masculinity.

Keywords:   advertising, veterans, war wounds, marketing, GIs, rehabilitation, disabled

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