This exhibit details how male-focused advertising brought about the idea of a lifestyle as a brand and how it reenforced the idea that in order to be apart of a certain section of society, one needed the material possessions that signified that they were a man of a certain ilk. These advertisements, drawn from Esquire's fathers day edition in July 1953, are a clear indication of how consumerism began to dictate identity following the ending of World War II. These ads focused on the identification and the compartmentalization of each man into 7 different categories. And while there was some overlap between the seven, it is clear that each lifestyle offers different and unique societal beliefs.