Sex Appeal
Exquisite Form ad, 1969 |
In the late sixties and early seventies, the copywriters for the German corsetry company Exquisite Form excelled themselves with their overblown prose. My German is none too good, but, as best I can translate it, the text for this advertisement reads:
We sell Sex Appeal. You can still buy a bit.
You can't easily get Sex Appeal today. Everyone knows this, but Exquisite Form has done everything possible to give you more. We have analysed many different figure types and developed sophisticated tailoring and exceptional materials to give you an even more beautiful shape. Our ‘Favorit’ bra, with expensive lace and a Lycra back is a good example. Our range of pantygirdles have powerful Lycra and special elastic shaping. Try our garments on. You'll be astonished how much more Sex Appeal you can have.
 
Brasil
Exquisite Form ad, 1971 |
And, with an even more fevered imagination, for this range of garments they wrote:
Brazil. Almost too hot to hold.
Brazil is the hottest new development in shaper fashion: Brazil - a brand new fashion colour in an exquisite design. The enticing cut gives you a body that will quickly light a man's fire. A ‘Hot Body’ so to speak. Even a man with a cool head will fall for Brazil. Men will lust after you with all the heat of hell, and try to make off with you. Take care, or you too will be stricken. Brazil means fire.
At leading stores.
1. Fashion, not Shapewear
Exquisite Form ad, 1978 |
2. The Easy Difference
Exquisite Form ad, 1978 |
3. The Two
Exquisite Form ad, 1969 |
The text for these three ads from 1978 reads:
1. Fashion, not shapewear
Don't wear shapewear under your latest fashions; wear more fashion. Exquisite Form Body Fashions. They are made from the latest modern materials, to pamper your body all over. And do it so attractively that you can't help looking at yourself.
In good specialty stores and the specialty departments of the leading department stores.
2. The Easy Difference
"The Easy Difference" makes waist, tummy and hips visibly slimmer.
Without cutting into you.
You will hardly realise that you are wearing them.
"The Easy Difference" is the easiest, but the most effective, way to improve your figure.
From the Exquisite Form Body Fashion collection.
3. The Two
Pamper yourself. From both sides
On the inside the advantages of cotton: fresh, cool and comfortable on your skin.
On the outside all the advantages of Lycra: glistening like silk and gently shaping your body.
Why have to choose one or the other?
"The Two".
Fresh as cotton, but beautiful to wear.
[The literal translation of 'die zwei' is 'the two', but perhaps 'two-faced' would be closer to the spirit of the German words.]
|
