Gloria Brame, Ph.D.

The Constipation of our Forebears: vintage Ex-Lax ad

Filed By Gloria Brame, Ph.D. | April 14, 2010 10:30 AM | comments

Filed in: Entertainment, Living
Tags: old Ex-Lax ads, quacks, vintage ads, vintage beauty

Strange to consider now but until the mid-20th century, people were convinced that constipation caused colds, flu, acne, mood swings, even appendicitis and that daily laxatives and/or enemas were preventive medicine. Of course, now we know that too many laxatives ruin the normal function of your bowels, but this is from the days when people believed that it takes lots of shit for women to be beautiful.

The vintage Ex-Lax ad after the jump.


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Robert Ganshorn Robert Ganshorn | April 14, 2010 10:48 AM

I am reminded of my dear mother who prepared, with great care, a cake with a full box of this product incorporated into the icing. It melts easily into confectionery chocolate you know.

She served it to her six elder sisters on the occasion of them being told that she had a gay son. It made the "Poor dear, you won't have any grandchildren" much easier to bear knowing that they would be spending the next day...indisposed. Yes, my mother was a cruel and warped lady. She was also funny as hell!

Wow, my mom would just get in their faces and actually does if anyone picks on her two kids about our personal details.

Chitown Kev | April 14, 2010 11:56 AM

LMAO, I think I just fell in love with your mother!

Anty-way, whoever thought that taking a laxitive was so glamorous? Nice find her, Dr. Bramew

I was gifted with a gluttonous brother. Every time a treat was baked, he would wolf it down, making sure his six siblings got nothing. Therefore I took it upon myself to break up several small squares of Ex-Lax into a portion of chocolate chip cookie dough large enough to make him a 'special' cookie. I shaped it in the form of the letter 'E' (for Edward)and baked it up. H could not resist--and to this day he will not eat anything I make.

There is no one magic road to keeping lovely. It takes many things... rest, proper food, careful grooming, a dressing table of creams and lotions and fine cosmetics, and... among millions of women...

A certain little blue box!

On its cover is the name Ex-Lax. It is a dainty, mild, gentle, thorough and very pleasant way to combat that dreaded enemy of loveliness and health... constipation.

I must look a mess. I don't have a dressing table!

And since when is spending the afternoon on the toilet shitting "pleasant?" Is the ad company trying to say that beautiful people aren't full of shit?