|Surely that other guy's just going to get TWO Charles Atlas books and get TWICE as big. Where will it end?|
It certainly wasn't for lack of trying or absence of densely packed proclamations and promises typeset in cramped quarters on full-page spreads that let us down. Muscles-by-mail programs were featured in literally hundreds of different comics over the course of several decades. Advertisers wanted one thing out of the comic-reading audience - they wanted us to get swole.
|Charles Atlas wants to serve you a tiny, shiny muscleman on a silver platter.|
Atlas' most famous ad featured the extended comic book adventures of "Mac," the misfortunate 98-pound weakling whose beach-based humiliation entered the public consciousness so deeply that it ended up being the foundation of one of the kickier songs in the Rocky Horror Picture Show. That's something, right?
|That's Charles Atlas' rogues gallery at the top of the page.|
|"Bloodless, Pitiful Skinny Shrimp" is what they used to call me when I sang the blues.|
|Has there ever been a wiser man than Ted Kluszewski? Let us drink from his fountain of knowledge.|
|Toxic masculinity by mail.|
With muscle-bound might only a coupon away, it's not surprising that America is now primarily known as a nation of buff, trim, muscular champions of athleticism. And if you don't like it, prepare to get shoved in the face the next time you go to the beach!