Tuesday, November 23, 2021

Atlas as Atlas, 1924

Charles Atlas was a scrawny kid, and the story of a bully kicking sand in his face at the 
beach is said to be true.  After getting hold of one of Eugen Sandow's texts on physical 
development, he embarked on a program that he gradually developed into the fairly unique 
approach that he called Dynamic Tension.  (I knew a guy who was still using a Charles Atlas 
course in 1965!)  The 1924 ad above is a classic that literally ties into his stage name, and 
several experts have described Mr. Atlas' business as the longest and most successful 
advertising campaign in history.  "In just seven days I can make you a man!"



  1. "In just seven days I can make you a man!" Oh dear, I have Frenk-N-Furter in front of me every time I blink... Something tells me Mr Atlas wouldn't have anticipated his advertising slogan being used in that way.

    1. I think he might have been amused by Rocky Horror's use of the slogan. Also, it was a free plug, however irreverent.