74. Today in 1920s Turkey: 5 April 1928 (Enhance Your Male Body With Roussel Belts)

(Roussel Belt Advertisement, Yeni Kalem or “New Pen,” 5 April 1928, no. 25, reverse of cover page.)

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The French undergarment company, J. Roussel’s advertisements for male girdles ran in several magazines in 1927-1928 including Akbaba (“Vulture/White-Bearded Old Man) and Papağan (“Parrot”) and female versions can be found in monthly periodicals such as Resimli Ay (“Illustrated Monthly”). This advertisement includes both words and images that describe the function, benefits, and need for the product. Targeting the primary problem area of the average (perhaps well-fed) middle-aged man, the advertisement claims that this miracle-working “belt” will not only make the wearer’s body appear thinner and tighter but will also provide a massage with its special design element (an illegible word, possibly a node of some sort) and encourage better posture.

Words, however, are not enough to convey the transformation possible with this product which is why the advertisement is accompanied by a picture of a man standing in profile. The man sports a smile and stands proud with his hands behind his back, head turned, looking straight at the reader. The profile view of his full torso (which is the real reason his arms are wrapped around his back) allows the reader to witness the change caused by the belt fastened around his waist and thus prominently on display. The “before view” or natural contours of his body are signified by two sets of dotted lines located at his stomach and his chest—the belt pulling in the former, and pushing out the latter. In this way the belt provides the illusion of a younger, more muscular, and less flabby body for its male consumers.

The brand name label is located directly below the belt. It reads in Latin letters:
J. Roussel
Paris
Brevete S.G.D.G.

The last line’s “Breveté” means that the product is patented and the “S.G.D.G.” stands for “Sans Garantie Du Governement.” I found this last bit of information from this useful source, thanks again to the power of google. And indeed, a quick google search of “J. Roussel” revealed that a contemporary interest in these kinds of garments has fueled a lively collecting market for their “retro” advertisements, especially from the 1930s to the 50s. Anyone seeking more information on vintage corset and girdle brands (including a segment on J. Roussel) can click here to read on.

This sort of belt would have been purchased by someone with enough disposable income to consume imported undergarments—attire which is, incidentally, not visible to most people. And yet the concern is a visual one. This garment is specifically designed for the upper-class, self-conscious, modern man who is hyper aware of his age, health, and physical appearance. These are, of course, all modern trappings of consumerism. The center of modern life, fashion, and western-style commercialism in Istanbul has always been the district of Beyoğlu and this is precisely where the store that sells these products was located, as stated in the ad.

English:
The Roussel Belt Enhances the Male Body
It will slenderize your body, thin [your body] with its automatic massage [ناثیر], due to its special adjuster and the elasticity of its fabric (and) thanks to its ability to extend to any desired length both of its ends are able to completely straighten [your body]. It will rejuvenate you, soften your curves and tighten [your body]. Ask for our [مصور] rates. Our only sales location: found in the Istanbul branch: The Roussel business establishments at Tünel in Beyoğlu.

Türkçe:
Erkek vücudunu güzelleştiren Rusel Kemeri
Bedeninizi inceletir, otomatik bir masaj [ناثیر] ile zayıflatır, hususi tazyiki ve trikosunun elastiğiyeti olması hasbıyla arzu olunduğu kadar uzanabilmesi sayesinde her iki tarafı tamamen doğrultur. Sizi gençleştirecek, vücudunuzu yumuşatacak ve şıklaştıracaktır. [مصور] tarifemizi isteyiniz. Yegane satış mahalli: İstanbul şubesi bulunan: Beyoğlu’nda Tünel mevkiinde Rusel ticarethaneleri.

(Entire page, Yeni Kalem or “New Pen,” 5 April 1928, no. 25, reverse of cover page.)