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, Andr‚ Breton. But nothing can top this bit of wisdom aimed at Pall Mall smokers: "You make out better at both ends."