Vintage Spanx! Before & After

By

10th Sep, 2012

Before Spanx, there was the girdle (not to be confused with the corset). The buttock, stomach, thigh and torso-slimming garment was worn by just about every woman until the 1960s and was cleverly advertised  using all types of tactics including before & afters photographs and peer pressure. The trickeries of the before & after format used by advertising is so silly and old-fashioned now that it’s simply amusing.

Take a close look through these 1930s and 40s advertisements by underwear companies Spencer and Spirella and spot their advertising tactics… (other than the bad retouching)..

Notice how the lighting set-up is clearly different from the before to the after, accentuating flaws in the ‘before’.

The lady in the middle above also apparently doesn’t know how to properly attach her stockings until she’s wearing a brand new girdle.

Posing like a hunchback before certainly helps to make a difference…

Leave no trace of a natural human body shape in the after shots…

Sulking in the before pictures…

Eat a big bowl of pasta and complete first half of photo shoot…

Posing against the backdrop of graph paper …

Throw in a bit of self-loathing for all woman-kind…

And before the girdle was the corset… (for all ages)

Royal Worcester Corset advertisement which appeared in the May 1901 edition of the Ladies Home Journal.

Do you think that advertising directed towards women feels all that different today?

For more images like this, visit The Corsetiere

via The Retronaut

:::

YOU MIGHT ALSO LIKE: 

.

You Might Also Like

Comments

More in Don't Be A TouristHot WheelsHow to start a subcultureIndie ShopperInspiration VaultLife is MessyWanderlust

Hot Off the Press

Editor's Picks

caverestp

13 Things I Found on the Internet Today (Vol. LXX)

1. A Pastel-colored Trailer Park "A perfect summer day, sunny and warm in the Owens River Valley. We stumbled across this trailer court in either Lone Pine or Independence & have not been able ...

Trending 16,456
tokyobath14

An Intimate Look inside a 1950s Tokyo Bath House

Caution, this post will make you feel like a bit of a peeping Tom. We're about to take a rather voyeuristic tour of a Japanese bath house in the year 1951, with LIFE photographer Michael Rougier. It...

Trending 31,681
arch7

My Parisian Studio in Tokyo, Japan

Photographic studio spaces can be wondrous little places, sort of like your own private theatre set without the audience. This particular studio that I virtually stumbled upon in downtown Tokyo, has...

Trending 6,581