Modess ads: another from 1928, 1931,"Modess . . . . because"
ads, the French
Modess, and the German "Freedom"
(Kimberly-Clark) for teens.
Menstrual pad ad, April 1929
(Johnson & Johnson, U.S.A.)
"Don't weaken, Mother"
Modess appeared in the 1920s, a
challenger to Kotex
and many other companies fighting
for the disposable pad market,
which was drawing women away from
pads; menstrual tampons
hadn't appeared yet. A famous
efficiency expert helped
Modess in the battle.
One weapon was humor, unusual at
this time (see some later humor).
The ad below was part of a series
showing how "modern" girls dragged
their mothers into 1929.
They had to hurry up: the
crushing days of the stock market
crash were just weeks away.
ad in this Dragging - er -
Modernizing Mother series.
See an enlargement
the two women below the
I believe the daughter wears an
exercise outfit - but with high
heels? The lighting makes the
picture look as if it's on a stage
or in a film, where light
sometimes came from the sun
through an open roof in the early
days of movies - or from
footlights in a theater. The
staginess might have been intended
to be funny.
I guess Daughter's putting
Mother in the mood - or something.
Mom's about to need back surgery.
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