Friday, November 07, 2008

Vintage Christmas Ads Pt. 8 - Cooper's Inc., 1940

In addition to collecting Christmas music, I have collected nearly 1000 vintage Christmas ads over the years. Many of these include celebrities, radio, television, cigarettes, liquor, modern appliances, and the like.

On Friday and every Friday from here until I run out, I will feature an ad from my collection.

I invite you to add a fun comment, witticism, clever remark, or observation in the comments section provided. Any comments deemed worthy of repeating will be included into this entry where all the world will see it.

According to this website featuring "a brief look at the history of men's underwear", most men up until the 1930s wore "union suits" under their garments. I'm not sure what's more frightening; the suit itself or the fact that is still selling them!

Cooper, Inc. introduced the "Jockey" brand of underwear in 1930. With its elastic waistband and its revolutionary "Y-vent" briefs, no longer did a man have to use snaps and buttons with their underwear:

(Click on image to enlarge)

Like in the Tums ad, there's much to be disseminated here. First, Mom is angry at Santa because a.) she doesn't want Santa to give her kids a cold or b.) Santa forgot his Jockey shorts and that's why he's sick. Give him a break - he just broke speed records to deliver your germ-free kids presents and Santa did it with a temperature!

Then there's the ad copy just below "Keep Up Your Resistance": No bulk, no bind, no buttons. Squirm-free masculine support... and non-gap opening. It gets sillier if you continuing reading the section labeled "For Wives Only". If you've made it this far, you must have noticed the pictures of the various men wearing the underwear.

A majority of men in this country receive what for Christmas? Socks and underwear. That could all change if they view this ad.

What do you think?


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