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Thursday, July 5, 2012

It's All Out in the Open

By Jody Worsham

All rights reserved for M.O.M. (Modicum of Modesty)

 TV commercials from the late 50’s early 60’s are tame compared to today.    If you are “of that certain age” you may remember the old Cross-Your-Heart bra commercials.  I know I do.

 I was watching American Band Stand with my boyfriend.   Well, he was a boy and he was my friend, at least as far as my mother was concerned.  It was 4 o’clock in the afternoon just before Dick Clark announced the new song to be rated by three members from the audience.  There was a commercial break, and right there in front of God and everybody including my friend that was a boy, the Cross-Your-Heart bra appeared on a Venus de Milo sans head and lower body statue on the 22 inch black and white TV set.  I was blushing from my permed curls right down to my bobby socks and loafers.   I didn’t dare look at my friend.  Nobody said a word.  The audience ratings for the new rock and roll song fell on deaf and red ears.

Years later and with the advent of color TV,  the commercials got more daring and the Cross-Your-Heart bra appeared on a fully dressed live model who wore  the bra on the outside of her red dress.  Well, even I thought that was a bit silly.

We have come a long way since that red dress; I’m just not sure in which direction.  Today Victoria’s Secret doesn’t keep anything secret.  In fact, nothing that once was private is private anymore, from gas to Viagra, to Depends, to bad breath, body odor, or any other bodily function.

Maybe there should be a rating system for commercials like there is for music and TV shows.  I propose a voluntary TV rating for commercials; BS for Body and Sex related commercials, GT for Good Taste, BO for Bad Offerings, JSP for Just Short of Porn, and SHET COP for Shipping /Handling Exceeds Total Cost of Product.

Without some constraint what’s next, commercials for prosthetics?  You know, “Lost a foot?  Need a new leg? Call 1-800-Run-Like-a-Deer.”    Oh wait, that would be in bad taste!


Starting Over, Accepting Changes - Maybe said...

I could not agree with you more. I thought the KY jelly for him and her had gone beyond all, then I saw the former coach for the Dallas Cowboys advertising something called Extends. TMI

Anonymous said...

I used to want to curl up and die when the ads for ladies personal products came on...actually....they still make me uncomfortable. I remember my Mom saying "when company comes turn off the TV". I thought it was because it was rude to watch TV when company was in the house. I'm beginning to wonder now if she just didn't want to be embarassed by inappropriate advertising.

Sharon said...

You nailed it, Jody. The most ridiculous seemed to be when the young woman pulled a whole box of sanitary napkins out of her gym bag on the workout floor. But the "turn your little o into a big O" ad is the most tasteless.

Joanne said...

Remember the Feminine Hygiene Spray. My husband loved the implications of those commercials.

Barb Best said...

Great points! Advertising seems to observe few standards. The Viagra and Cialis commercials bug me lately - have you noticed they now feature older guys with female partners who are at least 20 years younger.