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Published on .

They Call Him Puffy
Return with us to a time when Telly Savalas was a sex symbol, "statutory serape" was considered a clever (Eagle) shirt pun, a young Elliot Gould hawked Jim Beam, and paisley and polyester were rampant. Yes, it's men's magazine ads of the '60s and '70s, in The Male Mystique, by Jacques Boyreau, $16.95, new from Chronicle Books (www.chroniclebooks.com). Savor copy like: "When you're out of Schlitz, you're out of beer"; "Cigarettes are like women. The best ones are thin and rich"; "Campus is for stalkers, stompers, lopers, and lovers"; and "Join the great restoration of male plumage with Kodel." The sparse but incisive commentary — it's not a big book — even includes a wonderfully opaque quote (as if there were any other kind) from the Professor Irwin Corey of Surrealism, AndrĂ© Breton. But nothing can top this bit of wisdom aimed at Pall Mall smokers: "You make out better at both ends."
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