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Making Office Supplies Sexy: The 1971 Monarch Marking Mate Catalog

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Only in the 1960s or 70s would a label-maker catalog try to sex things up.  This was an era where the “sex sells”  approach was seemingly used for every single product on the market.  The Fall 1971-Spring 1972 Monarch Marking Mate catalog is no exception. Offering cheesecake with their variety of labelers, taggers, tags, and ink pads, an otherwise boring office supply brochure is given a welcome, sexy twist by presenting a beautiful blonde model on each page….

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“Keep me to help you order from Monarch from now on!” says the girl in short shorts and black leather go-go boots.

 

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Unfortunately, our girl isn’t “selling the sizzle” on every page, but that’s okay.

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Can your mind even comprehend opening up your Office Depot catalog and seeing a Playboy Bunny in fishnets modeling their multi-ply labelers?  It was a different world.

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Never has a simple price tagger looked so good.  I have no use for it, but yet I feel compelled to get one.

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I wonder who this model is.. and did she go on to model for anything above an office supply catalog?

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Imagine the plight of whoever had to put this catalog together.  Coming up with costumes and puns for each and every mundane office supply must’ve been painful.

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“Monarch Display Labels – WOW!”   Wow, indeed.  I hope you enjoyed this tour as much as I did.  Until next time.

  • njguy54

    In a world where purchasing decisions — and catalog designs — were made entirely by (presumably heterosexual) men, this approach made perfect sense. In fact, I recall seeing cheesecake-y sales material (though not this over-the-top) as recently as the mid 1990s.

  • Freakanatcha

    I never thought I would see an retail supply catalog that gave auto parts catalogs a run for their money, but a tip of the cap to Monarch Marking Mate.

  • Such a versatile model

  • Barry Rivadue

    Awesomely cute. I hope she had a good life.