tragomaschalia

From the June 1953 issue of Esquire—courtesy of Weird Universe—we are directed towards bedding with a strange gimmick that really stretches metaphor with these sheets treated with chlorophyll which apparently would at the same time attract livestock and fulfil the preferences of goatherds and shepherdesses who would rather sleep in the great outdoors. There’s one made up fear (see also) but made not in the obvious word. If one’s present linens are wanting, one is advised to “deter aegiphobia”—not a real word and presumably one should avoid the fear of covering up, aegis—“and rest assured.” The other menacing word, even footnoted from Aristophanes, is τραγομάσχαλος but not meaning agoraphilia or claustrophobia but rather referring our little bedmate above armpits smelling like a he-goat, in use both figuratively and in clinical-settings. There is quite a bit going on here and I’d be hard-pressed to find a contemporary advertisement that has this many levels I think.