Most Controversial U.S. Brassiere Ad.

Today we tend to take the brassiere in our stride. Some unhappy folk are still nervous about it and their unease gives scope for simple-minded comedy in West-End theatre and elsewhere. The most controversial bra ad in America was that of the early fifties – those unpermissive times when the jaunty slogan “I Dreamed I Stopped Traffic in My Maidenform Bra” was coined. The situations varied but the girl was always dressed the same: she wore only a brassiere above the waist and wandered around with a vacant look among normally dressed people. The idea was that the undressed state was permissible as the girl was only dreaming. Psychologists debated the implications of the ad and what its impact on women would be. Moralists, as ever, fulminated.

WSR Writer

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