Melbourne Herald 1969?
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These ads, one by Berlei and the other by Playtex, are among several ads in my collection, which refer to the excessive weight of old-fashioned girdles. I don't know the date of the Berlei ad, though a reference number on the bottom suggests it may have been from 1969.
Melbourne Herald 1967 |
Playtex is the only girdle maker I know of who made use of negative advertising, and they published a number of ads like this in the late seventies and early eighties. By then a large percentage of women had already abandoned their girdles, so this advertisement was probably particularly ill timed.
Apparently Playtex had earlier published a number of ads featuring women uttering the well-known lament "My girdle is killing me". At the time these ads were published girdles were rapidly going out of fashion, and it is very likely that these negative Playtex ads were more effective in encouraging women to give up girdles altogether, than in persuading them to switch to Playtex.
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