Other
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
washable
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.
See another
ad in this Dragging - er -
Modernizing Mother series.
|
Below:
See an enlargement
of
the two women below the
black-and-white ad.
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.
|
© 2006 Harry Finley. It is illegal to
reproduce or distribute work on
this Web site in any manner or medium
without written permission of the author.
Please report suspected violations to hfinley@mum.org
|