"And Now A Saucy Word From The Sponsor..." 1967

The May 1967 issue of Pageant magazine (though apparently by this time a Macfadden-Bartell publication rather than a Hillman Periodicals one) examines sex in advertising.

"Ads are sexier than ever, whether they're selling cars, champagne, perfume, lingerie, movies, or even typewriters. What -- and who -- is behind this trend toward sugar-coated spice?" asks Claire Williams.

Naturally, the 10-page spread includes examples of ads filled with "erotic promises". (As usual, click to read the larger scans.)






On page 23, the article concludes:

So, it seems, sex in advertising is here to stay -- that is at least for awhile.

One thing the general public does not realize is that, until recently, advertisers were a powerful force for sexual restraint. But they were sensitive to the growing freedom of expression, the trend toward uninhibited communication. They recognized that times were changing and made adjustments so that they could talk to people in the language they could understand.

Thus, bright, saucy ads started to appear, and it is logical to assume that this risque spirit will catch on with the people writing the articles, too. The sexual revolution is infectious and seems to be spreading.

Meantime, stay tuned for a word from the sponsor; it may be the sauciest part of the show.

Get used to the covers; as you can see there is much more worthy of sharing from this issue. (Over time.)