You who are about to thirst,
we salute you.
When your mother told you about sanitary napkins,
the Civil V&r, the
the Korean War, and
the Vietnam W^r.
the advertising style of the turn of the century.
It attempts to revive the contrast of those days
between technical, constructive sobriety and
a more human vision characterised among
others by romantic, sentimental and even
comical traits. We observe a radical self-
liberation from all restrictive rules and princi
ples.The whole gamut of historical and modern
techniques and expression dominates the
scene. The most remote and alien type-faces,
I ItiinJ better wttfcCokr
She didn't say very much. Did site?
told you what napkin she used. Told you
how to wear one. when to change it.
And, to this day. you're probably
still using your mother's brand. Without
knowing any more about sanitary napkins
than what she told you.
If all napkins were the same, knowing
so little wouldn't matter
But all napkins aren't the same.
There are differences. And big ones.
For instance. Do you know if your
napkin has a lining at the bottom
irotcct against accidents?
Does it com all of the bottom?
Modes» has a moisiuro proof blue
lining that cradles every inch of the bottom.
And both sides, where accidents also happen.
Nobody else has that.
And what's your «unitary napkin
made of? Lots of paper and tissue may
sound good. But it's not very good for
Modess is made ol special high
absorption material. We've also discovered
a criss-cross system that's been patented*
It distributes moisture throughout the
entire napkin. So the napkin absorbs better
and you're protected from one-spot
Does the top layer of your napkin
absorb slowly and leave wetness next to you?
The top layer of Modess is made to
absorb moisture quickly, into its inner
layers, to keep you di ier.
- So. now, you know a lot more
about sanitary napkins and can buy one
more intelligently than you've been doing
Maybe you could sit down with your mother
and teach het a few new things.
2 Anzeigefür Nylon- Rei&verschlüsse
3,4 Titel und Innenseite aus einer Jahresgabe
des Pratt-lnstituts, NewYork
6 Anzeige für Frauenhygiene
7 Aus einer Werbebroschüre
2 Ad for nylon zippers
3,4 Title and page of an annual gift of the Pratt
5 Coca-Cola ad
6 Ad forfemale hygiene
7 From an advertising brochure
1 Annonce pour une marque de cigares
2 Annonce pour des fermetures éclair en nylon
3, 4 Couverture et page d'une publication offerte
par le Pratt Institut. NewYork
6 Annonce pour les soins du corps féminins
7 Pages d'une brochure publicitaire
1 HARRIS LEWIS/SEYMOUR CHWAST
3,4 DAVID BARNETT/RAY BEHAR
6 BURTON BLUM
1 VAIL BALLOW/METROTYPOGRAPHERS
3.4 TRI-ARTS PRESS
7 TYPOGRAPHICS COMMUNICATIONS, INC.
- -•"uc or rut awcaicas
- AV'S.I O* f.Vf