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
Ads for the Kotex stick tampon (U.S.A., 1970s) - a Japanese stick tampon from the 1970s.
Early commercial tampons - Rely tampon - Meds tampon (Modess)
CONTRIBUTE to Humor, Words and expressions about menstruation and Would you stop menstruating if you could?
Some MUM site links:
homepageMUM address & What does MUM mean? | e-mail the museum | privacy on this site | who runs this museum?? |
Amazing women! | the art of menstruation | artists (non-menstrual) | asbestos | belts | bidets | founder bio | Bly, Nellie | MUM board | books: menstruation and menopause (and reviews) | cats | company booklets for girls (mostly) directory | contraception and religion | costumes | menstrual cups | cup usage | dispensers | douches, pain, sprays | essay directory | extraction | facts-of-life booklets for girls | famous women in menstrual hygiene ads | FAQ | founder/director biography | gynecological topics by Dr. Soucasaux | humor | huts | links | masturbation | media coverage of MUM | menarche booklets for girls and parents | miscellaneous | museum future | Norwegian menstruation exhibit | odor | olor | pad directory | patent medicine | poetry directory | products, current | puberty booklets for girls and parents | religion | Religión y menstruación | your remedies for menstrual discomfort | menstrual products safety | science | Seguridad de productos para la menstruación | shame | slapping, menstrual | sponges | synchrony | tampon directory | early tampons | teen ads directory | tour of the former museum (video) | underpants & panties directory | videos, films directory | Words and expressions about menstruation | Would you stop menstruating if you could? | What did women do about menstruation in the past? | washable pads
Leer la versión en español de los siguientes temas: Anticoncepción y religión, Breve reseña - Olor - Religión y menstruación - Seguridad de productos para la menstruación.

Modess . . . . because ads, part 4 (parts 1, 2, 3, 5, 6, 7, and
on a set of playing cards and pad belt)

Four store displays offering reproductions of
Modess pad fashion photograph ads, 1957, U.S.A.

Many product ads offered items for sale or for free aside from the products the viewer could buy - but reproductions of ads for menstrual products? Huh?

Because of society's norms - especially American society's - the offering had to evoke nothing of menstruation. But that was the whole idea of this at-a-loss-for-words advertising campaign, at least for the first years. Who would connect beautiful gowns with periods?

Modess sanitary napkins conducted a famous advertising campaign from 1948 to the 1970s in the U.S.A. Usually the only words were "Modess . . . . because."  Think modest. Advertising 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 & Johnson inside account of the origin of this campaign. Read more about this campaign.

These are probably the most elegant ads ever made for menstrual products, although Modess had had a history of elegance reflected in fashion.

I thank the frequent Dutch contributor for these scans of his possessions!

Below: The scan donor gives the measurements as follows (each of the displays is the same size):
The height: 360 mm; the width at top 310 mm (14.17"), in the middle at its widest 505 mm (19.9"),
and at bottom 465 mm (18.3"). The thickness of the cardboard is 3 mm, (about 1/10").

The scan donor believes the woman in the gown was the famous American model
(Dorothy Virginia Margaret Juba; read more here). I think he's right.
She's also on this card.

Next (page 5)
Pages 1, 2, 3, 4, 5, 6, 7 of Modess . . . . because ads and on a set of playing cards and pad belt

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.
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