Charles Atlas, born Angelo Siciliano (October 30, 1892,^[1] Acri, Italy – December 23, 1972, Long Beach, New York^[2]), was the developer of a bodybuilding method and its associated exercise program that was best known for a landmark advertising campaign featuring Atlas's name and likeness; it has been described as one of the longest-lasting and most memorable ad campaigns of all time.^[3]

According to Atlas, he trained himself to develop his body from that of a "scrawny weakling", eventually becoming the most popular muscleman of his day. He took the name "Charles Atlas" after a friend told him he resembled the statue of Atlas on top of a hotel in Coney Island^[2] and legally changed his name in 1922. His company, Charles Atlas Ltd., was founded in 1929 and, as of 2009, continues to market a fitness program for the "97-pound weakling." The company is now owned by Jeffrey C. Hogue.

Contents 1 History 2 Dynamic Tension 3 Likenesses 4 Death 5 The print advertisements 5.1 "The Insult that Made a Man out of Mac" 5.2 "The Insult That Turned a 'Chump' Into a Champ" 5.3 "Hey, Skinny! Yer Ribs are Showing!" 5.4 "How Jack the Weakling Slaughtered the Dance-Floor Hog" 6 In popular culture 6.1 Literature 6.2 Film and TV 6.3 Music 6.4 Magazine and newspapers 6.5 Comics 6.6 Video games 7 See also 8 Notes 9 External links

[edit] History

Born Angelo Siciliano (also called Angelino) in Acri, Calabria, Italy, in 1892, he moved to Brooklyn, New York, in 1905, took the name Charles, and became a leather worker. Siciliano worked hard to develop his physique; he tried many forms of exercise initially, using weights, pulley-style resistance, and gymnastic-style calisthenics. Atlas claimed they did not build his body, but it is unlikely that his body would not have responded to external resistance. Atlas was inspired by other fitness and health advocates who preceded him; world-renowned strongman Eugene Sandow and Bernarr MacFadden (creator of "Physical Culture") both set the stage for Atlas.

After being bullied, the young Siciliano joined the YMCA and began to do numerous exercise routines, becoming obsessed with strength. According to several stories/claims while at the zoo and watching a lion stretch, he thought to himself, "Does this old gentleman have any barbells, any exercisers?...And it came over me....He's been pitting one muscle against another!"^[4]He concluded that lions and tigers became strong by pitting muscle against muscle.^[5]

In 1921, Bernarr MacFadden, publisher of the magazine Physical Culture, dubbed Siciliano "The World's Most Perfectly Developed Man" in a contest held in Madison Square Garden^[6][4] He soon took the role of strongman in the Coney Island Circus Side Show.

In 1922, Siciliano officially changed his name to the now legendary Charles Atlas, as it sounded much more American. He met Dr. Frederick Tilney, a British homeopathic physician and course writer who was employed as publisher Bernarr MacFadden's "ideas man." Atlas and Tilney met through MacFadden, who was using Atlas as a model for a short movie entitled "The Road to Health." Atlas wrote a fitness course and then asked Tilney to edit the course. Tilney agreed and Atlas went into business in 1922. Tilney himself had an extensive background in weight training.

[edit] Dynamic Tension

Atlas's "Dynamic Tension" program consists of twelve lessons and one final perpetual lesson. Each lesson is supplemented with photos of Atlas demonstrating the exercises. Atlas's lesson booklets added commentary that referred to the readers as his friends and gave them an open invitation to write him letters to update him on their progress and stories. His products and lessons have sold millions, and Atlas became the face of fitness.

[edit] Likenesses

Besides photographs, Atlas posed for many statues throughout his life, including the statue of George Washington in New York's Washington Square Park, Dawn of Glory in Brooklyn's Prospect Park, and Alexander Hamilton at the U.S. Treasury building in Washington, D.C.^[7] Atlas was also an inspiration and a model for later bodybuilders and fitness gurus, including Arnold Schwarzenegger.^{[citation needed]}

[edit] Death

Atlas died of heart failure at age 80 after his daily jog on the beach (his family had a history of heart attacks).^{[citation needed]} At the time, people were still writing to him.^{[citation needed]} He left behind a son, Herc, and a daughter, Diana.^[2]

[edit] The print advertisements

The famous Charles Atlas print advertisements became iconic mostly because they were printed in so many comic books from the 1940s until today. The typical scenario presented a skinny young man (usually accompanied by a female companion) being threatened by a bully. The bully pushes down the "97-pound weakling" and the girlfriend joins in the derision. The young man goes home, gets angry (usually demonstrated by his kicking a chair), and sends away for the free Atlas book. Shortly thereafter, the newly muscled hero returns to the place of his original victimization, seeks out the bully, and beats him up. He is rewarded by the swift return of his girlfriend and the admiration of onlookers.

The ad was said to be based on an experience the real Atlas had as a boy.^[8] With variations, it was a mainstay of comic books and boys' magazines for decades. The ads usually conclude with the words "As is true of all the exercises in Atlas's course, you can do these exercises almost anywhere."^[9]

The comics have been found recently on Marvel's and DC's websites and can be found in various other places on the Web today.^[3]

[edit] "The Insult that Made a Man out of Mac"

In this, the full-length version, the protagonist, "Mac," is accosted on the beach by a sand-kicking bully while his date watches. Humiliated, the young man goes home and, after kicking a chair and gambling a ten-cent stamp, subscribes to Atlas's "Dynamic-Tension" program. Later, the now muscular protagonist goes back to the beach and beats up the bully, becoming the "hero of the beach." His girl returns while other females marvel at how big his muscles are. (An earlier but otherwise almost identical version, "How Joe's Body Brought Him Fame Instead of Shame," debuted in the 1940s.^[10])

[edit] "The Insult That Turned a 'Chump' Into a Champ"

In this version, which debuted in 1941,^[10] "Joe" is at a fair with his girl when the bully (who has just shown his strength with the "Ring-the-bell" game) insults and pushes him. Joe goes home, slams his fist on the table, and orders the free Atlas book. Joe then returns to the fair, rings the bell, and pushes down the bully while his girlfriend reappears to compliment him on his new, powerful physique.

[edit] "Hey, Skinny! Yer Ribs are Showing!"

The condensed, four-panel version stars "Joe," though it is otherwise identical to Mac's story. Instead of "Hero of the beach," the words floating above Joe's head are "What a man".

[edit] "How Jack the Weakling Slaughtered the Dance-Floor Hog"

Another version of the ad presents a scenario in which "Jack" is dancing with his girl, Helen. They are bumped into by a bully, who comments on how puny Jack is, not even worth beating up. Jack goes home, kicks a chair, and sends away for Atlas's "free book." Later, the muscular Jack finds the bully, punches him, and wins back the admiration of Helen. This time, the words "Hit of the party" float over his head as he basks in the admiration of the other dancers.

[edit] In popular culture

The Atlas print advertisements, especially "The Insult that Made a Man Out of Mac," have been referenced and parodied in songs, comics, television shows, and movies.

[edit] Literature

• In the 1966 postmodern novel Beautiful Losers, written by Leonard Cohen, Charles Atlas is parodied as "Charles Axis."
• The short story "Charles Atlas Also Dies" by Sergio Ramirez centers on the main character, a follower of Atlas's exercise program, and his trip to America to meet Charles Atlas himself; written from an ironic and dark-humored perspective. Among the numerous references to Atlas's program/story/advertisements, the main character describes having sand kicked in his face by "two big hefty guys" in front of his girlfriend and later being compared to the mythological god Atlas after undergoing the program.^[11] The story juxtaposes the superhuman strength and notoriety of Charles Atlas—the symbol, with the fragile and mortal aspects of Charles Atlas—the man. The story begins with the quote: "Charles Atlas swears that sand story is true. - Edwin Pope, The Miami Herald".^[12]
• In Kurt Vonnegut's novel Cat's Cradle, Charles Atlas is mentioned. When the narrator comes across the term "Dynamic Tension" in a book about the mysterious cult leader Bokonon, he laughs because he imagines the author does not know "that the term was one vulgarised by Charles Atlas, a mail-order muscle-builder." However, as he reads on he finds that Bokonon is an alumnus of Atlas's training program, which has inspired his idea that "good societies could be built only by pitting good against evil, and by keeping the tension between the two high at all times."

[edit] Film and TV

• In the Futurama episode "When Aliens Attack," Fry gets sand kicked in his face by a "professional beach bully" who asks for payment for his services after Fry has won the girl, Leela. Leela hits on the bully, but he turns out to be gay.
• The title song of the 1964 film Muscle Beach Party features the lyric "Cherry little woodies are the center of attention / Til the muscle men start the dynamic tension"
• In the Ren and Stimpy episode "Ren's Pecs," Ren seeks counsel from the bodybuilder "Charles Globe," who inspires him to get plastic surgery. Charles Globe and the entire episode are obvious spoofs of the Charles Atlas story.
• Rocky Horror Picture Show (film, 1975), a rock and roll musical, makes several references to Atlas:
  • In "Charles Atlas Song / I Can Make You a Man":
    • The title line exploits the grammatical ambiguity of Atlas's slogan^[13] "In just seven days, I can make you a man," between the meanings "... cause you to become a 'real' man" and "... create a man for you."
    • Both Charles Atlas and "Dynamic-Tension" are mentioned by name.
    • It refers to a 98-pound weakling, a reference to Atlas' "97-pound weakling."
    • The second line refers to the Charles Atlas advertising campaign with "Will get sand in his face when kicked to the ground."
  • The mad-scientist character (Dr. Frank N. Furter) claims that his Frankensteinian creation "carries the Charles Atlas Seal of Approval."
• A Spitting Image annual parodies the Charles Atlas advertisement, with the two protagonists competing not on muscular physique, but with their rhetorical skills and grasp of post-modernism.
• In an episode of That '70s Show, Eric's sister accuses him of being weak by saying he ordered a Charles Atlas video to buff up.

[edit] Music

• The song "Sand In My Face" by 10cc, on their debut album, is a detailed description of Atlas's legendary ads.
• The band A.F.I. have a song called "Charles Atlas" on their album Very Proud Of Ya.
• The Bob Dylan song "She's Your Lover Now" contains the lyric: "Why must I fall into this sadness? / Do I look like Charles Atlas? / Do you think I still got what you still got, baby?"
• The Faces song "On the Beach" contains the line "though I may not be no Charlie Atlas, / Gonna take my shirt off anyway."
• The Australian band The Fauves had a minor local hit with their song "The Charles Atlas Way."
• The Josef K song "Sorry For Laughing" (made popular in the U.S. by Propaganda) contains the line "when we grooved on into town / Charles Atlas stopped to frown / cause he's not made like me and you"
• "We Are The Champions" by Queen includes the line, "I've had my share of sand kicked in my face..."
• The Who song "I Can't Reach You", on the album The Who Sell Out, is preceded by a "commercial" for the Charles Atlas Course. ("The Charles Atlas course with "Dynamic Tension" can turn you into a beast of a man.") John Entwistle poses on the cover as a panther skin-clad Charles Atlas alumnus, as the more muscular Roger Daltrey was otherwise occupied in a bathtub filled with baked beans.
• Roger Waters' song "Sunset Strip," from Radio KAOS, contains the line "I like riding in my Uncle's car / Down to the beach where the pretty girls all parade / And movie stars and paparazzi play the Charles Atlas kicking-sand-in-the-face game."
• In the song "I Will Not Fall" By Wiretrain/Wire, these lyrics appear: "And Charles Atlas Stands, upon the beach, upon his head and says ... I will not fall."

[edit] Magazine and newspapers

• An issue of Nickelodeon Magazine features a fake advertisement that parodies the Atlas body ads; the difference is that the product promises to make a person extremely smart. In this parody, a genius man picks on an incredibly strong yet slow-witted man for his lack of intelligence. The man gets his revenge by scientifically proving that the genius bully does not exist, making him disappear.
• An article in The Onion spinoff Our Dumb Century portrays a feud between Adlai Stevenson and General William Westmoreland being carried out in the same vein as illustrated in the Charles Atlas advertisement.

[edit] Comics

• The DC Comics character Flex Mentallo is visually based on Charles Atlas.
• In an issue of the DC Comics title Mystery in Space, the main character, Comet, referring to an army of super-powered clones, says, "Physically those clones may make me look like a 98-pound-weakling, but psychically I'm the Charles Atlas of this beach."
• Marvel Comics' humor series What The--?! used Atlas parodies regularly, as in "The Insult that Made Mac a Blood-Sucking Freak!" (What The--?! #23, November 1992).
• Minicomics pioneer Matt Feazell uses the sand-kicking bully to represent the Etruscan attack on Rome in Not Available Comics #25, 1993.
• "The Hold-Up that Made a Hero Out of Mac," from Radioactive Man #1 (Bongo Comics, 1993), blends Mac's story with Batman's origin.
• Cartoonist Chris Ware appropriated Mac's "chair-kicking resolve" in a Jimmy Corrigan story from Acme Novelty Library #1 (Fantagraphics, Winter 1993).
• Cartoonist Josh Neufeld used the ad to spoof business writer David A. Vise in a piece done for Fortune Small Business magazine in 2002.^[14]
• In the June 4, 2007, edition of "This Modern World," Tom Tomorrow uses the ad to make a point about how President George W. Bush pushes around Congressional Democrats.^[15]
• New Orleans cartoonist Caesar Meadows spoofed the ad — substituting zine-making for bodybuilding — while advertising the 2008 Alternative Media Expo.^[16]

[edit] Video games

• In early versions of the game, The Secret of Monkey Island, there was a statue in a voodoo shop that when inspected would make the character say "Looks like an emaciated Charles Atlas." The reference has since been removed due to Lucasfilm Games receiving a cease and desist letter.^[17]
• Video game developer Valve released an update to their popular game, Team Fortress 2 that gave the sniper class a jar of urine called "Jarate". The comic strip that Valve used to advertise the update is a parody of the strip "The Insult that Made a Man out of Mac"^[18]

[edit] See also

• Dynamic Tension

[edit] Notes

[edit] External links

• CharlesAtlas.com
• Sandow Plus
• Charles Atlas at Find-A-Grave