Meltabs weight loss ad, 1953

Great Moments in Comic Book Advertising, Vol. 1

In which I explore some of the best — and worst — advertisements from vintage comic books. Today’s ad comes from Beware #5 (September 1953), published by Trojan Magazines, and boldly declares, “Fat folks! Your dream has come true!”

Meltabs weight loss ad, 1953

Now, I have some questions about this. What the hell is a Meltab? Are people really desperate enough to buy a weight loss remedy from an ad in a comic book. Why does the guy in the boxer shorts look like he’s suffering from elephantiasis of the bladder, and how will Meltabs help him?

But most importantly, who at this Robin Products Company thought that their target market — and it’s clearly women — would be reading a kids’ horror comic book featuring a werewolf on the cover?

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