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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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 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).

Below: Notice the lighting, unlikely outside. She sure is having fun at her mother's expense.
Those flappers were impossible!

Modernizing Mother Episodes #1, #3 || Other Modess ads: ad for "Growing Up and Liking It" booklet (1963, Modess) - actress Carol Lynley in
"How Shall I Tell My Daughter" booklet ad (1955) - another from 1928, 1931,"Modess . . . . because" ads, the French Modess,
and the German "Freedom" (Kimberly-Clark) for teens. Pad directory.

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