Old Charles Atlas Advert - From Skinny Weakling to Muscle Man
Charles Atlas, born Angelo Siciliano in 1893 based his adverts on his own life. Bullied as a youngster, he began training using isometric exercises only, no weights or drugs.
Atlas was named "The World's Most Beautiful Man" in 1921 and "The World's Most Perfectly Developed Man" in 1922 in contests sponsored by Bernarr Macfadden, publisher of Physical Culture magazine.
In 1928, with the help of adman Charles Roman who coined the term "Dynamic Tension" to describe Atlas' equipment-free body-building program, and he also created several imaginative ad campaigns, usually using comics narratives, to demonstrate the benefits of Dynamic Tension.