Thursday, October 15, 2009

Selling Romance - Vel-X Gum

You would be hard pressed today to pick up a women's or fashion magazine that didn't mention weight loss to some degree. Romance comics of the 1960s and '70s were not immune to the advertisement of products to help readers achieve just the right look. This ad for Vel-X gum appeared in Charlton's Time for Love #15 (March 1970).

"Don't miss dating and good times because you're FAT!"

I am guessing there was either a stimulant in the gum, or that the plan entailed chewing excessive amounts to reduce cravings. How ever it worked, the placement of this advertisement would have been seen by even the youngest members of the romance comic book audience -- 12 year olds.

We may sometimes think of the whole diet phenomena as a relatively modern thing, but as evidenced from this ad for Vel-X Gum and the following TAB commercial from the early '70s -- it is anything but new.



At least in the romance comics there were also ads to help the skinny ladies put ON weight. I doubt you will find that today!

6 comments:

  1. Where were those chubby, yearning-to-be-loved 12-year-old girls when I needed them?*

    *(1979)

    ReplyDelete
  2. Speaking of teen body anxiety, I just stumbled upon and ordered SECRET ROMANCE #32 (May, 1975.) On the cover is a "normal"-sized girl in a bikini thinking "Barry says that fat is beautiful...I wish I could believe him" while (presumably) Barry frolics in the surf with two other girls. Comics.org lists it as containing an 8-page story called "Chubby!" (They provided the exclamation point.) While I am decidedly NOT into Charlton, I'm hoping for the best.

    --Marshall

    ReplyDelete
  3. I am going to have to track this one down. I love how she totally isn't chubby at all!

    ReplyDelete
  4. Mm-hmm. I'm guessing she'll be slightly plump in the interior art. The suspense!

    --Marshall

    ReplyDelete
  5. Forgive me for getting off-topic, but I did find another Charlton that looked worthy of taking a chance on: SWEETHEARTS #135. The slightly sordid cover surprised me. Fingers crossed.

    --Marshall

    ReplyDelete
  6. Are you sure thats a romance and not a horror book? Haha! That looks like a frightening tale, sorry to say I don't have that one!

    ReplyDelete

Comic Blog Elite