Thefirst add is based in the fifties.  The fifties were an era where it was a woman’s main responsibility to please her man.  Kotex targeted this and made their product the one thing that was the most responsible thing that they could do for their man.  They also asked trivia as to what a good woman would do for her boyfriend.  By doing this the article was inferring that by using kotex you are being a good woman.  The article even started with “Are you in the know?” which basically sums up in 5 words what the add is saying.  The add is essentially saying that women are here to keep men happy and kotex is there to help.

The next add shows a beautiful woman.  The bottom of the add is out of focus and as you look up this beautiful woman appears which almost makes her supernatural like a dream.  The words at the bottom say “Be a question. Be an answer.” This is just like saying be as desirable as possible by using Kotex napkins.  This add was obviously made for a different era then the first possibly in the seventies which have a different set of values then the fifties and the add is trying to sell those values in the form of their adds.

The following adds are trying to do the same by selling a look or set of values that a woman can use their product with.  The first picture is from the eighties and the second it from the forties but both are trying to sell a look that you can achieve with their product.