1970s

The 1970s proved to be a schizophrenic decade for women and in no way was this situation more clearly exemplified than in the Kotex ads of the decade. The ads of 1972, 1974 and 1978 managed to portray the optimism as well as melancholy prevalent in the 70s. The 70s also heralded the second wave of feminism which affirmed the differences between female and male.

At first glance, this ad from 1972 with its dark background and watermarked letter conveys a sense of elegance and class, and this idea of magnificence and grandeur is further communicated by the scene of the sun setting over the horizon of the sea. The model in the ad also exudes culture and refinement with her subtle pout and make up, no doubt a cue from Audrey Hepburn immortalised in the film Breakfast at Tiffany’s, released in 1961. Interestingly, the motifs of the sea, twilight and darkness are all synonymous with the idea of ‘woman’.

However, going deeper, we would realise that behind this facade of luxury and grace, hides a more troubled and despondent time. 1972 was a year of violence, scandal and disappointment. The Kent State Shootings on May 4 on student protestors and the Munich Massacre on September 5 by terrorists at the 1972 Munich Olympics underscore the dark times faced by mothers, daughter, wives and girlfriends. Furthermore, the spectre of the ongoing Vietnam War and its mounting death toll still hung over the United States. The apt tagline of the ad “Womanhood – pain, birth, happiness” highlights the stoic courage women at the time must have needed to move on with life in face of these tragedies.

1974 was an epoch in the in the lives of Americans and of American women. This ad with its constant reference to ‘peace’ and ‘freedom’ and the image of a happy, grinning woman is in stark contrast with the earlier 1972 ad. 1974 was a year of political upheavals, with Nixon resigning on Aug 9, effectively bringing closure to the Watergate Scandal which has tainted the presidency for close to 2 years. The signing of the Paris Peace Accords in 1973 officially put an end to the Vietnam Wars and its tremendous cost in American lives. Thus, can it be any wonder that 1974 was a year of peace, both from war and from political turmoil which had plagued the US for so long. However, what was particularly of significance to women then was the 1973 Supreme Court Ruling in Roe vs. Wade. This landmark case made anti-abortion laws in the US a constitutional violation and effectively gave women the ultimate choice to decide on life itself. The caption in the ad, to be myself all of the time”, dramatically highlighted this new found freedom women now have in making decisions regarding family planning.

Above: There's never been a better time to be a woman

1978 capped off what must be regarded as a very successful and defining decade for the American woman. This ad, with its bold caption stating that “there’s never a better time to be a woman” neatly sums up this view. In fact, it was such a good time to be a woman that the United Nations made 1975 the International Year of Women.