Screenland Plus TV-Land (Nov 1952 - Oct 1953)

SMALL BUST Problems Corrected NO PADS How Bra Designers Perfected New "Natural Action" Molding Revolutionary new design shapes small bust into attractive, fuller, more rounded bustline instantly By JOAN HALLIWELL NEW YORK, N. Y. — The most encouraging news for the 1 woman in 3 whom nature endowed with a small bosom has just been revealed by 2 prominent Bra Fashion Designers here. After years of research among the medical profession and physical culture authorities, they have perfected an amazing new bra design. Already it has proven to do more for the small-bust woman than any bra your reporter has ever seen. Almost like magic, by an entirely new principle, it molds the flat, small or sagging bust into fuller, more alluring lines — naturally, without embarrassing, artificial build-up of any kind. The story behind this discovery is an exciting chapter in the annals of human progress. In their research among all types of stores, these Era Design Experts found an almost total lack of proper design for naturally improving small-bustline problems. Clearly, the small-bust woman's real needs were neglected. But, why? They checked with bra manufacturers who frankly admitted they were neglecting small-bust women because they were only a limited market. With the high cost of production and materials, many found it more profitable to concentrate on bra styles for the much larger market of average bra women. Instead of natural bosom flattery, smallbust women had to be content with unromantic padded bras or with artificial inserts which frequently caused embarrassment by shifting around. Many ordinary bras do nothing to mold small, flat or sagging bosom into attractive well-rounded bustline. Many artificial cups and padded bras lose their shape, look and feel unnatural, unromantic. ORDINARY BRAS FOUND DO LITTLE FOR SMALL BUST At first the Experts considered the idea of taking one of the better bras already on the market and improving it. But that was not thuruugh enough. An entirely new type of bust molding design was needed. So they decided to tackle the problem at its very source in order to learn its cause and cure. They consulted medical specialists with the widest range of experience in handling anatomical problems. Physical culturists were called in — men and women who commanded high fees for their skill in building beautiful bodies and overcoming defects. These authorities opened up their case history filet. They produced actual photographs of women with every usual small-bust problem. X-rays were studies in the laboratory, to determine what part bone, muscle and tissue structure might play. CAUSES OF SMALL BUST STUDIED As all these specialists pooled their knowledge, a general pattern came into focus. At the base of all small-bust problems was generally one or more of several recurrent factors. Frequently the flat, small bust was part of a picture of general underweight due to poor diet or to various glandular disturbances. Years of inadequate exercise and poor posture were other causes in some cases. Sagging small busts were caused by tired or lazy muscle tissue of the chest and breast. This permits the small bust to sag and lose every last bit of its charm. Prove to Yourself Today How the Amazing New Inner "Natural Action" Design Molds a Puller, Rounder Bustline Naturally, Without Padding of Artificial Cups To the experts' trained eyes, their research pointed inevitably to an entirely new principle in bustline molding— an innercup design so amazingly Complete Line of ' Figure — All with ' Worth up to $5 Tru Form" Bras to Fit and Flatter Your Individual 'Natural Action" Inner Design: Sizes 28 to 38. or More — Now at Get-Acquainted Low Prices! In Nude, White, Blue, Black. Style X22S. Regular Bandeau. Does wonders for small bust in all clothes. Firm elastic back closing. Easy to adjust shoulder straps. Only $2.49. Style X268. Parisienne Bra. This black lacy bra adds a smart'n'saucy, frankly "come hither" appeal. Adjustable straps. Black only. Now only $2.75. BEFORE she wore the "Tru Form" 'Natural Action" Bra. she was flat, unshapely and shy. simple that you can prove its wonderful effectiveness to yourself in front of your own mirror . . . right now! Firmly cup either breast in your hands. Then, by flexingr your fingers, lift, gather together and mold your bosom into the fuller, wellrounded shape you desire. Notice how much better you look and feel instantly. This is a demonstration of the glorious "natural action" molding principle built inside the cups of this new-type bra— only this design does it hetter, easier, smoother and more naturally. It corrects those fiat or sagging muscle tissues of the breast with a gentle, flexible molding action. NEW DESIGN COMPARED TO OLD BRAS ON ACTUAL WOMEN Now these Bra Experts were ready to test their revolutionary new idea on actual women with every small-bust problem Imaginable. They wanted to compare the ''natural action" of the amazing new 'Tru Form" Bra against every other small-bust bra on the market— both ready mades in every price range and costly custom designs selling for $10-$25. The fitting room was a beehive of activity as the "problem" women tried on bras while the fashion and medical experts carefully checked the effects of the various designs. A young woman whose flat bosom made her look awkward, unfeminine and self-conscious, adjusted a frilly, lacy bra which caught her eye. It was her size, fit her snugly . . . but did nothing to mold her bosom into the curves she so badly needed. A woman In her early 30' s, with a sagging small bust, donned size 34 In a padded bra. It improved her appearance somewhat, but had a decidedly artificial look even in clothes, and after some wear It would probably lose its shape. Next a woman tried on a pair of loose build-up pads which were inserted in a bra. Here again the appearance was some wha t improved, but the loose padding was found to move around in some cases, causing artificial, embarrassing appearance. To make matters worse, many of these padded, artificial build-up bras caused excessive perspiration. And how could any unnatural make-shift of rubber, cotton or Plastic give you the glorious self-confidence every woman needs in "close-up" situations such as dancing . . . when you wOW' and others may know too, that the beauty is not your own? What a difference when these same women were the amazing new "Tru Form" Bra! Woman after woman tried it on The experts were satisfied that the new molding design was flexible and adjustable enough to solve virtually every small, flat or sagging bustline problem in sizes 28 to 38. I One exception was noted: A rare case of an extremely flat figure with absolutely no bust development could not be helped.) TRYING TO GAIN WEIGHT DOES NOT HELP SMALL BUST ENOUGH AH too often in the past, women whose bustlfn,e was not improved by standard after she wore the "' "Natural Action" Bra, he bustline gave her poise, type bras went on diets to gain weight. In many cases they learned that the bust gained proportionately far less than the rest of the body. NEW DESIGN HELPS SMALL-BUST WOMAN LOOK SHAPELY IN ALL CLOTHES The experts questioned a cross-section of women as to what specific benefits they hoped to gain by correcting their smallbust problems. A slim girl of 26, embarrassed and shy because of her sagging, small bustline, said she wanted to wear figure-hugging sweaters, dresses, playtogs, etc. , wi th complete "sweater girl' 1 charm and confidence. A woman with a good figure, except for almost flat bosom, knew that scientific molding would make her look just about right. A woman who was too thin said a fuller bustline would help make her appear more shapely overall. Underdeveloped, child! ike appearance made one girl feel out of place with her crowd. Now she expected to "come out of her shell" and enjoy the glamorous social life, dancing, parties and romance which are every beautiful woman's birthright. FIT, COMFORT AND BEAUTY INCLUDED IN THE NEW BRA In designing the "Tru Form" Bra, the experts did not forget that you like your intimate apparel to be dainty, feminine and beautiful. No expense was spared to make it a bra which not only gives beauty, but is breathtaking beauty itself! And it is made of perfectly gorgeous quality fabric which washes and dries like a dream! And fit — why, you've never had confident, natural comfort like this in any bra at any price! These are glorious natural contours about which you never have to be shy or embarrassed. No cotton padding to lose its shape, no artificial rubber build-ups to slip out of position! Easy to adjust shoulder straps and comfy elastic back closing and, of course, the revolutionary new "natural action" molding which does wonders for your bustline ENTIRELY WITH YOUR OWN NATURAL BOSOMI Act NOW! Receive Home Course for Beautifying Small Bust — FREE! To help your new bra look Its best on you. learn exactly what to do for your personal small-bust appearance, whether your bust !s flat, small or sagging. Stepby-step tested instructions by noted medical and fashion authorities. Includes priceless guidance in: Simple Illustrated Scientific Movements; What Specific Clothing Styles You Should Wear to Accentuate Your Bustline; Structure of the Bust Illustrated and How It Works: Figure Proportion Charts; Correct Bust Sizes for Yuur Height and Weight. And other inspiring methods of improving your small bustline. All yours FREE whether you keep bra or not — if you mail Coupon NOW! FREE-TRIAL— FREE-GIFT COUPON-Ma// Today Without Money Style X246. Strapless Bandeaux for a) luring bustline in off-shoulder dresses, blouses, bathing suits. Also, gentle, covered and lined bone supports hold bra securely in place. Only $2.75. Style X257. Plunging Neckline. Gives you attractive curves for low cut dresses, blouses, gowns. Adjustable shoulder straps. Only $2.49. TESTED SALES CO., Dept. MR-68B3C, 296 Broadway, New York 7, N. Y. Rush me my specially designed "Tru Form" Bra for my individual figure. Mail in PLAIN WRAPPER along with my FREE-GIFT Course in Accentuating the Small Bust, mine to keep in either case! I will pay postman on delivery the low price plus postage. If after 10 days I am not completely satisfied. I will return merchandise for immediate refund. (Be sure to write in HOW MANY, SIZE and COLOR of styles you desire.) Style Size Color How Many X225 $2.49 X246 $2.75 X257 $2.49 X268 $2.75 City, Zone, O Check here If you wish to save postage by enclosing price with coupon. Same money-back guarantee. 63