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!"
"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.
ReplyDeleteI think he might have been amused by Rocky Horror's use of the slogan. Also, it was a free plug, however irreverent.
DeleteWhen I was 13 I ordered the Charles Atlas course and did the exercises for a couple of years. My older brother (who, during early adolescence, "messed around" with other guys, including me) teased me because he thought that the near-naked poses were "gay."
ReplyDeleteSounds like the pot was calling the kettle black. I never ordered the course, but I enjoyed the Atlas pictures in the back of my comic books.
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