Modern Hygiene for the Modern Woman

Modern Hygiene for the Modern Woman

The Golden Era and the Roaring Twenties are two well-known names for the 1920s. Following World War I, there was an economic boom, the art scene was making waves, fashion evolved, and women were going into the workforce. Many family members lost the head of the household, which forced women to get jobs and provide for the families. In 1928, The Kotex Company released an advertisement in a magazine entitled The Tatler, which illustrates fashionable women, their society, and application of Aristotle's appeals to influence their audience to use their product.

Fashion is a topic, which most women are no strangers to. The Flapper fashion, as it is known, defined women of the time in their social world. A culture of it's own, the 1920s characterized women almost as masculine and carefree. With shorter hemlines, short bob haircuts, and the taping of breasts, the Flapper decade showed how women took charge in their social, busy, and occupational lives. Consisting of a tag line, "What the World Expects of Women to-day", the ad applies to the up-beat and demanding lives of the flapper women. Women were seen to be a bid more masculine through the way they dress, relaxed persona, and working to make ends meet. In order to get more "...accomplished, more is expected...[and] unlike her predecessors, [women during this era] cannot afford to lose precious days." Also, in the title, the audience may notice the pun on "to-day". Women in the era were always on the move, with things to do. People may have though that women had a to-do list, in which case, emphasizing the things that need to get done "to-day".

At the bottom of the advertisement, the audience might find the use of Aristotle's ethical appeal. With the tag line, "Ask for them by name...Kotex...Protects--Deodorizes", this product clearly establishes the company's credibility by declaring it to be well known at any store, giving it the idea of accessibility. The fact that it "protects" and "deodorizes" gives women the impression that this product will protect their garments and diminish any type of odor. The sanitary napkin will not only guard her wardrobe but also her confidence and self-image. A good number of women would not like their confidence belittled by any sort of embarrassment because she did not use the product like many other women of fashion. "Only Kotex is 'like' Kotex" is another heading that reflects authority. It reminds the customer that there is no other sanitary product like this one. The Kotex Company expresses that their merchandise is unique and the only one that has the "super-absorbent Cellucotton wadding." This assertion only furthers that the pad is not like any other, and only Kotex is the pad that should be used.

Making it easier for women to go on about their day without worry, they developed the "Easy Disposal and 3 other important factors". The use of logical appeal can be seen through these self-proclaimed important factors. The first would be the fact that there would be no laundry. Women everywhere may consider doing laundry to be a dreadful chore, but with the help of Kotex's product, most women around the country would band together and rejoice at the fact that it's one less stress to deal with. It conveys that this product has durability, disposability, and deodorizing ability to better the hectic day of a flapper woman. Along with the factors, there are illustrations above each one. The first one shows a woman merely disposing the sanitary napkin with ease and worry-free. The product makes the day easier to handle and cope. Second, it has "utter protection" and is "non-detectable". For a woman on-the-go, they would need a product that adds assurance and not disturb the sophisticated lady and her environment. "Scientifically designed to be Form Fitting. Kotex is imperceptible when worn with smoothest fitting frocks." Along with this important factor, the drawing depicts a woman adorning herself with stylish and trendy pieces of clothing.

...