Sex sells

We are all used to sex being used to sell products that have absolutely nothing do do with sex. Sexy women lying atop automobiles makes the cars sexy in the sort of way that an inanimate object that you would never rub against for the purposes of obtaining orgasm can be sexy. Or something like that. I've never really been moved by those sorts of ads.

Except maybe for bicycles.

Well, even then, not for bicycles. Clearly, Caténol Bicycles is using a sexy naked women to sell bike chains. Kind of weird that she's chained up. Not sure how that really gets me to want to buy their bike chains. Really, I don't know a lot about chaining up a woman but I do know enough about bike chains to know that they wouldn't be very good for that.

But then I looked into the history and background of this poster a little more. Produced in 1897, it is utilizing the allegorical imagery frequently associated with the French proverb "La Verité sort du puits" (The Truth comes out of a well), in which a nude female representing the goddess of truth is seen leaping forth from a well. Rather than the usual rope-pulley system, a bike-chain like mechanism is depicted behind her as she makes a superstitious hand gesture against bad luck. Apparently, if you use this brand of bicycle chain, you will be protected from all harm.

So, while today it may look simply appear that they are using light bondage to sell bicycles chains, to someone from France just before the turn of the Century, it would be instantly recognizable a using a goddess and a proverb to extole the chain's virtues.

All very respectable.

And French, I suppose.

I think the 21st Century needs more advertisements like this to sell bicycles. Those of us in the know would recognize the subtlties of vintage advertising from before automobiles took the spotlight. Everyone else woild just see sexy, naked goddesses.

And what would be wrong with that?