Other Modess ads: another from 1928, 1931,"Modess . . . . because" ads, the French Modess, and the German "Freedom" (Kimberly-Clark) for teens.
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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.

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.

Read how Modess sanitary napkins began.

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.
NEXT: Modernizing Mother Episodes #1, #5 || Other Modess ads: another from 1928, 1931,"Modess . . . . because" ads, the French Modess, True or false? ad,
and the German "Freedom" (Kimberly-Clark) for teens.

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