(Johnson & Johnson) Modess ads: "Silent Purchase," June 1928; another from 1928, 1931,"Modess . . . . because" ads, the French Modess, and the German "Freedom" (Kimberly-Clark) for teens.See other marketing devices: Ad-design contest for menstrual products in the United Kingdom; B-ettes tampon counter-display box and proposal to dealers, with contract; (U.S.A., donated by Procter & Gamble, 2001); "Your Image is Your Fortune!," Modess sales-hints booklet for stores, 1967 (U.S.A., donated by Tambrands, 1997)See a Modess True or False? ad in The American Girl magazine, January 1947, and actress Carol Lynley in "How Shall I Tell My Daughter" booklet ad (1955) - Modess . . . . because ads (many dates).CONTRIBUTE to Humor, Words and expressions about
menstruation and Would
you stop
menstruating if you
could?
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Ad for Nupak menstrual pads
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"So infinitely sadder."No, this ad doesn't say that -
other contemporary Johnson &
Johnson menstrual pad ads, like this one for
Modess, say finer
instead of sadder in that
phrase lacking here - but
look at the poor anorectic woman's face.
And read about a "mysterious empathy"
in the comments right below the ad.
Well, poor is also the wrong word. Wealth clings to her runway-model figure, a chill hardens those distant eyes. (Modess later had a decades-long ad campaign consisting of richly dressed women. Then the brand flopped.) Only the woman's dog is poor,
missing two hind legs. The ad connects comfort in stylish dress to comfort in wearing a Nupak pad. Many women found, and find, pads bothersome. To clinch the association, the ad calls Nupak an "accessory," which in fashion circles can mean gloves, etc. The lowly pad, lowly also in the physical-space sense, thus gains status, as does the wearer. Or so the company undoubtedly hoped."Daintiness" and "dainty" appear in the text; see the enlargement, below. Read more about these words.Read Dr. Lillian Gilbreth's evaluation of Nupak, in 1927, made at the request of its manufacturer Johnson & Johnson, and compare a similar Nupak ad. |
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"[B]y Jane Bradford Potter" is the third line of the ad. Is she a real woman? A named person's writing ad text for menstrual products or giving advice had probably started just shortly before this time, possibly in 1921 with Mrs. Barton's pitching Fems pads. The German Camelia pads produced a booklet around this time listing a Nurse Thekla Buckeley as the author. (Suspiciously, Nurse Ellen Buckland takes customers' orders in an American Kotex ad from the 20s.) Mary Pauline Callender takes credit for the Kotex Marjorie May booklets. Mrs. Barton wrote a booklet, by the way, called Personal Daintiness, which leads to the following: |
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Above, read two instances of "dainty" and one of "daintiness," "exquisite," no less.I had never heard the word"immaculacy" until I read it here. And within an hour I read it again.About the same time as Vemo, Kotex sold a powder for pads called Amolin.The sound of "Gripad"
(for the belt above) breaks the spell
of daintiness. Commercial
belts had been sold decades
before the twenties, homemade
ones existed maybe forever.
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For more daintiness, see a Kotex ad from 1932. (Johnson & Johnson) Modess ads:
"Silent Purchase," June 1928; another from 1928, 1931,"Modess . . . . because" ads, the French Modess,
and the German "Freedom" (Kimberly-Clark) for teens.