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 AbandonedDon't Be A TouristEditor's PicksNostalgiaOff-Beat & Little Known

Hot Off the Press

Editor's Picks

saba

Who Knew Candy Could be So Damn Sexy?

"I had a dream when I was 12, that if I buried my mixtapes in the ground, they would turn into candy", remembers Mayaan, who used to be the Creative Director of a lingerie brand and now makes candy ...

Trending 3,081
vangogh1

Spend a Night inside a Van Gogh Painting

What would it be like to go inside the mind of one of the most brilliant and misunderstood artists of all time? To potter around in his own bedroom, an intimate space that so inspired him? Well, if...

Trending 4,768
ropoto1

Take an Eerie Tour of Greece’s Sinking Ghost Town

Ropoto was the perfect little Greek village that sunk. It was once a happy and peaceful place in central Greece, home to 300 families but today, it lies in ruin, a ghost town emptied of its reside...

Trending 12,888