Arnold Zwicky's Blog

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The Undergear Christmas ads get further and further away from explicit reference to (genital) packages, though the (gift) package remains in the photo — this time with two Santas:

Now we’re in the world of hi-def underwear (discussion on this blog here, on my X blog here): instant Basket display (though the images are not technically “adult”, because they don’t show the actual package). From the Undergear catalog, a hi-def jockstrap:

This item comes in black, white, and (illustrated here) royal blue. The ad copy:

Lighten up in this Good Devil mesh jockstrap. Crafted from an extremely soft and stretchy polyamide/spandex blend, this sheer mesh jockstrap delivers a supportive and confident look. The cutting-edge construction allows for maximum breathability while still providing a boosting lift that flatters and feels great. A whole new look in men’s underwear.

As in my earlier examples, the copy focuses on the look of the underwear while still advertising its comfort and good feel.

This entry was posted on December 21, 2010 at 8:40 am and is filed under Gender and sexuality, Language in advertising, Language of clothing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.