See an exhibit of
the history of the Norwegian branch of this
company - see a Danish Saba
ad - more supposedly flushable
pads
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Ad for Mimosept Saba thin, flushable menstrual pads, 1981, SwedenAbout the time of this ad pads everywhere were becoming thinner because of new technology and materials. About ten years earlier the other modern "revolution" occurred, with sticky pads adhering to the crotches of ordinary underpants (see New Freedom, 1970), replacing belts holding the pads inside underpants - or special underpants with various grasping devices (here's a Modess "Sanitary Shield" from 1972).Swedes probably used knitted pads similar to these Norwegian pads in the nineteenth century and before - and maybe into the twentieth. |
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Here's a mini overview
of the full-page ad. See a bigger version
at the bottom of the page.
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We see the bulge of the pad
in the underpants, a sin punishable by
death in American advertising, which
strives to eliminate all trace of
menstruation. More Swedish bulges.
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Left: A visitor in the actual Museum of Menstruation pointed out to me that this woman looks right at the ad viewer, something rare in menstrual products advertising. In contrast to the confident girl looking at the viewer in a German Camelia ad, this Swedish flicka appears uncomfortable to me, although a good sport, as if she had lost a bet and had to appear in her underwear in a menstrual-pad ad. |
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I'll take a shot at
translating the above ad copy:
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I translate the
above text as:
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