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Part 3 of an all-new 21-part series - Click here for part one!
JANUARY 1960
Continuing our series on DC editor Mort Weisinger and DC designer Ira Schnapp's unique "Coming Super Attractions" ad campaign! Below, we see a favorite Weisinger storyline as "Supergirl Becomes a Baby," a tale secretly about maturity concerns. Young test-takers could easily relate to Clark Kent's memory problems in "The Weel Clark Kent Lost His Memory," and the transformation of Jimmy Olsen into a genie, or a movie star, or his bosses' boss, are really stories about youthful wish fulfillment.
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FEBRUARY 1960
Below we see themes of animal cruelty and the problems of (super) family life, both on Earth and on Krypton -- the dead planet that just wouldn't stay dead! This ad breaks the old "three-squares" format entirely and introduces a somewhat new format by placing the words "Coming" and "Attractions" on seperate lines, and placing large stars against the standard all-black background. Now the boxes are rectangles set at tilty angles, and the "COMING" has been separated from "SUPER ATTRACTIONS," whic now lives at the bottom of the ad instead of the top. Format experimentation!
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MARCH 1960
With this ad, we're almost a full year into the CSA campaign -- the copy in the ads is getting shorter, and the images are growing more and more dominant. Themes in the ad below include sudden transformation, loss of powers, and startling reversals. In this ad only, the stars are shaded in various colors.
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In the CSA ad below, also from March 1960, we see themes of animal abuse, more startling revelations, and a trio of bizarre Jimmy Olsen transformations that really aren't so bizarre when you consider that Olsen changed into something weird almost every month, such as a porcupine, human octopus, wolf-man, etc.
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APRIL 1960
Speaking of Wolf-Man Jimmy ... the onset of puberty (bodily hair, strange emotions) is addressed in symbolic fashion by "Wolfman" Jimmy Olsen. The theme of "epic first meetings" is all about making new friends, a subject that weighed heavily on the minds of many young comic-reading nerds who were desperate to fit in with the "cool kids" at school.
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What if the "SUPERMAN" TV series advertised in the CSA style?
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That's all for this installment of COMING SUPER ATTRACTIONS.
See you next time, reader!

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