Part 4 of an all-new 21-part series - Click here for part one!
Continuing our series on Mort Weisinger's seminal comic book ad campaign, COMING SUPER ATTRACTIONS! Below, schoolyard rivalrys come alive as Superman faces Bizarro, super-brats, super-bullies and super-menaces... and even super-STARS! Oh, and also Aquaman and Aqualad (a father and son-ish duo) in sea drama, and plus Congorilla, of course. The Amazing Man-Ape. Or basically a "super" substitute for the family pet.
Another repeated box is seen below left. Previous ads saw the text shrinking and the images growing. This ad dramatically reverses that trend with NO images at all, and three encyclopedias of text, deftly hand-lettered into a tiny space by Ira Schnapp. Especially that last box. Can you BELIEVE how many words are stuffed into that poor little box? Because I am Robby Reed, I actually counted them. There are almost ONE HUNDRED! Poor Ira.
Rivalries! Superboy see-saws with a Monster, Lois gets married to another man, and super-pets face off for the first time. The Lois Lane cover in the middle is shown almost in its entirety, complete with word balloons, comic code approval seal, and even its 10-cent price. This is a first for the "CSA" ad campaign, which usually presented dominant text with much, much smaller images, and never showed entire covers -- until now.
Preto! The images have vanished again in the ad below, a throwback CSA ad that features yet another one of Lois Lane's schemes and dreams to marry Superman, her only concern in life. Plus Supergirl meets the Legion of Super Heroes, and Superman meets Batman for the first time. Both tales revolve around meeting new (super) friends, a hugely-important concern for DC's young, often socially-isolated readers. Extra: Aquaman and Aqualad, and Congorilla. He's the Amazing Man-Ape you know. Until next time, reader!
BELOW: The CSA format applied to the Super Friends cartoon!