The Maidenform Middle Ages

 The blog Quid plura? focuses on American medievalism and it is always good. The most recent entry, however, is really outstanding. An excerpt:

Maidenform’s “I Dreamed…” campaign, which began in 1949 and ran for 20 years, was apparently so successful that it’s still studied in business schools. The other ads weren’t medievally themed, but they all showed a shirtless woman in some professional or historical setting. The “medieval maiden” ad stands out, though, for its fidelity to its source.
Place the ad and the tapestry side by side and you can see how little got removed (other than the maiden’s blouse).The heraldic symbols on the banner (and on the unicorn’s little Thundershirt-shield) are intact, even though they’re meaningless now. The grimacing lion is gone; modern people might have have been distracted by him or found him comical. The woman no longer holds the unicorn’s horn but caresses it near its mouth. She’s also been decked out in a hat on loan, I would guess, from the neighborhood gnome.

Maidenform was determined to portray not just some fantasy scene, but a real and very specific medieval work. Why?

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