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 Desirable DigsDon't Be A TouristInspiration VaultNostalgiaOff-Beat & Little KnownTime travel

Hot Off the Press

Editor's Picks

Processed with VSCOcam with c1 preset

Picture Perfect LA

You should probably know that I'm a California virgin– so this was my first visit to the city of Angels! When you arrive in such an iconic city, it can be a little overwhelming to know where to st...

Trending 312
SONY DSC

10 of the Most Fantastical Burning Man Creations

This week, an otherworldly gathering in the desert is taking place in the Black Rock Desert of Northern Nevada. A celebration of life, earth and all the incredible things we're capable of building and...

Trending 12,674
johnies

Hollywood Ghost Diner

I've been on the lookout for a truly authentic 1950s diner since I arrived in California. I finally found it, driving down Wilshire Boulevard and screeching to a halt as soon as I locked eyes o...

Trending 8,115
featureclub

My LA Boogie Nights Bar

After 24 hours in the city of Angels, I had yet to find the perfect LA hangout I was looking for. I have this romantic vision of Angelinos hanging out on seventies lawn chairs in their backyards wi...

Trending 4,306
phantomlake

Unmasking the Parisian Phantom of the Opera

What if I told you there is a lake under the Paris Opera House, just like in The Phantom of the Opera? Down, down, down, deep underneath the Garnier Opera in a dingy room with a square-shaped hol...

Trending 20,583
mecaniquefeature

The San Francisco Antique Playground

This might sound odd, but I'm not really a museum buff. I generally find that if something is behind a barrier or kept in a glass box where I can't pick it up or touch it, I won't linger very long i...

Trending 5,049