Gypsy Creams

Berlei Teenform

Woman's Realm / 31st March 1967

I’m…not sure where to start with this one. Me and my boyfriend found ourselves writhing around in our seats with discomfort whilst reading the ad, and certainly the language alone is enough to put it in first place in the ‘Adverts Totally Made of Wrong’ category on Gypsy Creams. Actually, I may provide that as a category when the site’s given an overhaul later in the year.

But the language isn’t the only problem (although the ‘Berlei Teenform Littlest Darling’ is enough to distract you from anything else). This ad totally blows out of the water the oft-written about idea that the ‘Tweenage’ market is something new, with the odd name ‘beTweenager’, and the suspicious assertions that teenage girls need Berlei’s special bras. And that’s not all! Berlei have a whole range of girdles to ‘help’ your daughter’s posture. Oddly enough, in a world where girdles are no longer in fashion, we haven’t got young women bent double in the street, possibly because your posture is largely a matter for your core muscle groups, rather than a nylon strait-jacket.

As for the dire warnings that a teenager should NEVER wear an adult bra: well, there doesn’t seem to be a lot of evidence to support this. I do remember reading a recommendation in a teenage magazine that girls shouldn’t wear an underwired bra until their breasts are fully grown, but I started wearing underwires from 14ish, and mine don’t seem to be an abnormal shape. In fact, the wide variance in size and shape of breasts suggests that there isn’t really that well defined a ‘norm’ to deviate from anyway, and there certainly doesn’t seem to be any evidence that there’s any connection between bras and breast cancer either.

So Berlei seem to have cooked up some copy here that The Daily Mail would be proud of: full of unsubstantiated assertions, scaremongering and of, frankly, a rather worrying tone. I must apologise for any nausea that results from reading this advert.

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Rob S on 19 June 2010 @ 9pm

Good. Lord.

Janine Fenton on 19 June 2010 @ 10pm

It is a clasic case of creating a problem to sell a solution.

Anthony Hopkins on 20 June 2010 @ 12am

I am wanking as I type this.

Simone on 20 July 2010 @ 4pm

Wow…that ad is dreadful….absolutely hilarious…but dreadful! It certainly brings
back memories too, because my very first bra was a Berlei-Teenform “Littlest Darling”,
as sjown in that ad!. Now finally after all these years, I know what my Mum was thinking
when she launched me on the road to “the full loveliness of Womanhood” by strapping my,
\tiny, just starting to bud, “be’Twwengage” bosoms into those those little cups! Thank
heavens she did too!. I shudder, just thinking of the humiliation – not to mention the figure
damage -I imight have experienced in later years, had she not known any better and bought
a regular “adult” bra for me to start out with! Oh, the horrors! :

Tanya Jones on 20 July 2010 @ 9pm

Heh! Thanks for that, Simone, you should be forever grateful!

TheLeen on 26 July 2010 @ 10am

Okay, I know I’m late, but, why is the girl on the photo wearing an adult bra, then?

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