Gloria Brame, Ph.D.

Pre-Modern Feminist advertising: Kotex

Filed By Gloria Brame, Ph.D. | April 12, 2010 10:30 AM | comments

Filed in: Entertainment, The Movement
Tags: feminism, gender fluidity, gender politics, women's history

Kotex ran an ad campaign around the the theme of "there is no average woman" in the 1940s, a lovely blip in pre-feminist time when women were filling in for absent soldiers in factories and other traditionally male-dominated professions. With that extra morsel of social power came greater social self confidence. I think this ad neatly captures that moment, and yields a layered view of female identity and gender fluidity (as illustrated by the seated butch female seen only in profile). Would be so fun if Kotex redid this ad for today's world, perhaps with dialogue that read, "I'm femme and you're butch, and that's that!"

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