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The use of calendars for commercial purposes is
not a new idea. In fact, calendars have been employed
for promotional purposes since the 1700s, when they
were a product of Victorian enterprise. Some of the
early calendars, although crude, featured paintings
and later photos of beautiful women.
However, all
of the women on the calendars were professional models,
whom the photographers and companies producing the
calendars chose. American Dream
Enterprises recognized
this phenomenon and decided to create a contest in
which the average woman could compete for the twelve
coveted photo spots on the calendar.
Thus, the Calendar
Girl Model Search™ was
born. The term Calendar Girl Model
Search™, and
the actual American Dream Festival™ have since
become registered trademarks, making them the only
ones of their kind. |
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The first Victorian calendars were illustrated
with impeccably dressed women illustrating the accepted
standards of the times. The first attempt at a glamour calendar occurred
in 1913, when the celebrated French artist, Pal Chabas
Medal of Honor painting, Matinee de September was placed on a special
calendar. Unfortunately, the painting of a beautiful
girl bathing in the early morning hours in a lake was considered to be too
risqué for the times.
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Esquire magazine employed the next glamour calendar
endeavor in 1940. Reproductions of the artist Alberto
Varga’s oil paintings graced the pages of Esquire’s
calendar making it the most successful one to date,
selling more than one million copies. As printing became
more fine-tuned throughout the 1940s, commercial artists
began painting pictures of ”Calendar Girls” for
other calendar manufacturers. In the late 1940s, as
advancements in color film and graphic design became
the rage; photography became the medium of choice.
In 1949, a nude photo of then unknown Norma Jean Baker
was taken by taken by Tom Kelly, was published in the
Golden Dreams, pushing sales to eight million copies.
That young model became known as Marilyn Monroe. The
concept of using calendars to promote company's goods
and services and sell advertising space became popular
next. Even the Coca Cola company used ”Calendar
Girls” to sell their product. |
Throughout these advancements, one thing
remained the same – all of the calendars featured professional
models; the average young woman had no chance to become a ”Calendar
Girl”. In 1979, at a meeting between Gay Mayer and Harvey
Chanler, the respective President and Vice President of English
Leather Men’s Toiletries, and George Houraney, the editor
of the world-famous National Motorsports Calendar since 1966,
asked if photos of young women could be added to the calendar.
Mr. Houraney decided that since the cars on the calendar had
won contests for their spots, the criteria should be the same
for the women. The world’s first and only Calendar Girl
Model Search™, where ordinary
women could compete for spots on
the nationally acclaimed calendar
was born.
The Calendar Girl Model Search™,
which began as eighteen countrywide contests, comprising 300
entrants, has grown to include worldwide competitions. Contestants
are attractive, personable, intelligent and in excellent shape.
The winners advance through a series of contests, until reaching
the finals, at the American Dream Festival™.
Today, the term ”Calendar Girl” has
a much more significant meaning and role. It affords the average
woman the opportunity to advance her career and live out her
dreams. In fact, many entrants pursue college educations and/or
professional careers following the contests. Contestants are ”discovered” by
television and film producers, directors and casting agents.
The Calendar Girl Model Search™ allows women to pursue
their ”American Dreams”,
and that is yet another indicator
that ADE is on the cutting edge.
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