[slide 13a Case 4 Decoding the message

Beowulfput on his warrior's dress, had no fear for his life. --Beowulf

MESSAGING FEATURES

• Downplay personal identity

• Showcase upper-body strength

• Strength cues from the broadside display

• Squared shoulders exaggerate size and "strength" of upright torso

• Jacket's hemline visually enlarges upper body to pongid (gorilla-like) proportions

• Flaring upward and outward, lapels enhance illusion of primate pectoral strength

• Pads & epaulets cover inadvertent shrugs

• Crisp, tailored look frames permanently established "wedge"

• Lapels lie flat, buttons blend in

• Shoulders firmly defined within jacket's stable edges and secure collar

[slide 13b] Evolution:

• Through product selection, suits became power uniforms

• Broadside display first appears in animal-hide clothing of Neanderthals, ca. 200,000 years ago

• First solid evidence appears in Roman toga in 200 B.C. Men in tunics draped wool or linen toga-cloths over left shoulder to make upper body "thicker"--more formidable than in tunic alone

• From togas to doublets (1300s), to shortcoats (1600s), court coats

(1700s), and sport coats (1990s), clothing enabled men to seem "bigger" and present "larger" versions of themselves in public

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