Some old women’s magazines from the 1940s turned up when we emptied my grandparents’ house. You would expect the articles and advertisements to address their ideal audience of conscientious housewives, transitioning from the wood stove of her mother’s generation to the modern 1950s kitchen fantasy, with a little wartime effort thrown in.
This advertisement for Kotex in the Woman’s Home Companion from May 1942 (15 cents) admonishes the reader not to mope about during her period because it’s her duty to cheer up the troops and keep active during war time. I love that there’s a whole wartime story line in order to persuade the reader that Kotex will spur the reader onto patriotic action during those trying days of the month.
I’d particularly like to know why the soldier and sailor are wearing frilly aprons while the gal inspects the batter their making – the storyline doesn’t cover that detail! Does this serve as a primary source document regarding little known uniform components? Don’t miss the “Intimate Hints for Girls!” at the end of the advertisement.
Kotex Advertisement, Woman’s Home Companion, May 1942.