Compare a French
Modess ad, a German
ad, and another French ad featuring just a man!
And see a Modess . .
. . because pad
dispenser from the Smithsonian
Institution, in Washington, D.C. (U.S.A.).
See a prototype
of the first Kotex ad.
See more Kotex items: Ad 1928 (Sears and Roebuck
catalog) - Marjorie
May's Twelfth Birthday (booklet for
girls, 1928, Australian edition; there are
many links here to Kotex items) - 1920s
booklet in Spanish showing disposal method
- box from about
1969 - Preparing
for Womanhood (1920s, booklet for
girls) - "Are you in the
know?" ads (Kotex) (1949)(1953)(1964)(booklet, 1956) -
See more ads on the Ads
for Teenagers main page
Modess sanitary napkins
conducted a famous advertising
campaign from the 1940s to the
1970s in the U.S.A. Usually the
only words were "Modess . . . .
journals of the time occasionally
made fun of the series; sometimes
they praised it. In a sense, the
unfinished phrase summed up the
American public's feelings about
menstruation: It's something
it couldn't talk about!
Read a Johnson &
inside account of the origin
of this campaign.
these are probably the most
elegant ads ever made for
Compare a French ad for Modess
from probably the 1970s, a German one from 1990,
and two ads for German o.b.
and see photos America would
never dare show in advertising
for menstrual hygiene. They show
a more open French and German
attitude toward the body; the
body is NOT unspeakable!
This might be one
of the last ads; the signature ad
copy, at the beginning, has
changed. The copy reads,
Modess more than
ever . . . [note that there
are only three dots here,
instead of the usual four. When
an ad campaign fizzles out, it
does so in small ways.] because
is the most protective Modess
there ever was. Cradled in
deep in its softness to absorb
faster, to protect you better.
Flushable [!] if you want it.
With deodorant protection, of
course. In more than one shape
and size, because you're nobody
else, nobody else but you.
than ever . . . because.
Compare a French Modess
ad, a German
ad, and another French ad featuring
just a man!
And see a Modess
. . . . because pad dispenser
from the Smithsonian Institution.
© 1999 Harry Finley.
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