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Charles Atlas
Complete 1939 Marketing Program Reproductions
From Glass Plate Originals
Complete 1939 Charles Atlas Marketing Program.
Charles Atlas, born Angelo Siciliano, was the developer of a bodybuilding method and its associated exercise program, most well-known for a landmark advertising campaign featuring his name and likeness, which has been described as one of the most lasting and memorable ad campaigns of all time.
According to Atlas, he trained himself to develop his body from that of a "scrawny weakling", eventually becoming the most popular muscleman of his day. He took the name "Charles Atlas" after a friend told him he resembled the statue of Atlas on top of a hotel in Coney Island, and legally changed his name in 1922. His company, Charles Atlas Ltd., was founded in 1929.
Simple text and illustrations present the complete marketing program of fitness legend Charles Atlas.
Charles Atlas, developed the best marketing stragety of all time. Advertising in comic books in the 1930's he would offer a complete "HE-MAN" transformation. After a request or inquiring was made a packet of self promotion was immediately mailed to the individual. Through a private inner connection we have obtained the exact program (and originals)that were mailed to each possible customer.
"Everlasting Health & Strength" by Charles Atlas ~ 1939 ~ 47 Pages ~ 7-5/8" x 6"
Plus 2 call to arms brochures
11" x 17" fold open snapshot flyer
Analysis Chart card
Enrollment form with attached Money Back Agreement
4 page Private Office letter ~
INCLUDED IS ALL THE FOLLOWING MARKETING ORIGINALS
Although he grew into a giant amongst men with awe-inspiring strength and power, Charles Atlas started out as a weakling who was bullied by the neighborhood kids, yet with a fitness regime and good eating habits, Atlas successfully transformed himself into "The World's Most Perfectly Developed Man."
The famous Charles Atlas print advertisements became iconic mostly due to them being printed in so many comic books from the 30s up until today. The typical scenario presented a skinny young man (usually accompanied by a female companion) being threatened by a bully. The bully pushes down the "97-pound weakling" and the girlfriend joins in the derision. The young man goes home, gets angry (usually demonstrated by kicking a chair), and sends away for the Atlas free book. Shortly thereafter, the newly muscled hero returns to the place of his original victimization, seeks out the bully, and beats him up. He is rewarded by the swift return of his girlfriend and the admiration of onlookers.
"Such a marketing program could easily be deadly in its virtue, but both the humor of the illustrations and the accretion of cool Atlas facts...keep things light without undercutting genuine admiration for the man."
THIS AUCTION IS FOR ALL THE 1939 MARKETING MATERIAL ONLY - NOT THE ACTUAL PHYSICAL ACTIVITY PROGRAM
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