It's called....Gap-osis. I'll let the coy little head hovering above the sorehead with the newspaper explain:
Sh-h-h...she has "GAP-OSIS" Lady, lady! It's not you but "gap-osis" that keeps a man tongue-tied...dries up his compliments. Get rid of that untidy placket - get a Talon slide fastener - quick!
And not just any old zipper - excuse me, slide fastener (that sounds so much fancier!). You have to get a good one. That would be a Talon fastener, of course. Well, what are you waiting for?
Sigh. I mean, OK. It doesn't look amazingly great. But really - he isn't such a prize himself, is he? I don't know if you can see it here (larger version here, if you really want to check this out) but his nose is distinctly red-looking. I suspect that might dry up any compliments that might have been heading his way, too.
|Elias Howe, very pleased about inventing the zipper|
It wasn't until the 1930s, though, that the clothing industry started pushing zippers - this ad is from 1940, so the whole thing was still pretty novel. According to the Wikipedia article the emphasis in the 30s was "the Battle of the Fly" regarding men's pants - buttons versus zippers, and all that. Dare we ask how Mr. Rednose is handling that situation (ahem)? The Gap-osis lady ought to tell him to be polite, give her his seat (as a gentleman should in 1940) and hand over the newspaper he's hiding behind - and let him do a little posing by the fireplace.