Other
Modess ads: another from 1928, 1931,"Modess . . . . because"
ads, the French
Modess, and the German "Freedom"
(Kimberly-Clark) for teens. Ad for "Growing Up
and Liking It" booklet (1963, Modess) -
Actress Carol Lynley
in "How Shall I Tell My Daughter" booklet ad
(1955)
Meds
tampon (Modess)
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Modess Menstrual Pad Ad, June 1929
(U.S.A.)
Pictorial Review magazine
"Never mind, Mother, you'll learn"
Humor in ads for menstrual pads
seems to have been rare in the
1920s and 1930s, Modess in
particular creating some severely
stylish ads in contrast to
the more
realistic Kotex offerings.
And Modess later ran probably the
most stylish
ads of all. (But Kotex could
strut its stuff, although well
concealed [which was the point],
in an ad like that showing Lee Miller,
later lover of Man Ray and a
photographer of World War II for
Vogue magazine.)
As with an earlier ad
in this series, a flapper drags
her middle-aged mother into the
1920s, just as Modess makes women
abandon washable pads (or rags)
and its main competitor, Kotex.
Read about Modess's
attempt to better compete
with Kotex.
Golf requires money, which shows
who saw this ad. Kotex had a similar
audience. Poorer women still
washed
their pads - as some even affluent
ones do today.
And as with the other ad this is
obviously staged even to the
lighting, which comes from at
least two directions, unlikely
outside.
I believe the two women are the
same ones from the earlier
production.
Finally: Is
the daughter's hat too
cloche for comfort?
The page measures 10 1/4 x 13
7/8" (26.4 x 35.3 cm).
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Below:
Notice the lighting, unlikely
outside. She sure is having fun at
her mother's expense.
Those flappers were impossible!
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