ABSTRACT
Elvis Presley’s image as a notorious rock ’n’ roll singer had all but disappeared by the time he was discharged from the army in 1960. A different image was quickly constructed and circulated to replace it, one that was neither controversial nor dangerous. The new image was carefully developed by Presley’s management team, particularly Colonel Tom Parker, to shift Presley away from any association with rock ’n’ roll music and to attract the mainstream audience-the latter being Parker’s goal for Presley since their association began.
