PRINT April 1987



I HAVEN’T ACTUALLY SEEN any of the new ads yet except on the evening news, but their tactics are almost enough to make one give up condoms. We’ve been reading the copy line “sold for the prevention of disease only” for years now, but who were they kidding. In the past, for nine out of ten users, condoms (or rubbers, as they were known outside the trade) existed for the sole purpose of preventing premature reproduction. Times have changed.

Until recently, condom advertisements were found almost exclusively in “men’s” magazines. They were not welcome elsewhere on grounds of taste. But soon they’ll be everywhere. Teaching people about condoms to prevent disease is a necessity. But it seems that American advertising agencies, being schooled in what you might call overkill, are not equipped to deal with condom advertising in a way that will make the world safer for lovers. If the present form

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