More Midol: Midol ad, 1938
See its competitor from Kotex, Kurb.
See Midols ads from newspapers, 1911-1961.
 
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Midol menstrual pain reliever magazine
ads, U.S.A.,
1939, 1948 and 1960 &
The pain-killer Gay (during
and before the 1940s?)
The woman in the 1939 ad, below left, can't
be picking out her first Midol pill because she's already feeling
great - she's smiling! Poor Betty (far right below, 1960),
on the other hand, hasn't had her first one yet - but scroll down and look
what happens to her after she takes a few: she's GAY! But she's smiling
so it can't be that bad.
The word "Gay" appears in the 1948
ad but not so personally. And strangely enough, the closest the '48 text
gets to "menstruation" is "periodic," whereas the other
two use "menstruation."
There's been a tremendous change in the everyday meaning of the word
"gay" in the past 58 years. Midol
would not have dared to use the word if it had implied homosexuality to
the average person, a taboo subject then. And I'd bet you a million bucks
they would not use the word today. But the word did indeed mean homosexual
to some people in the 1960s and way before then. The Online Etymology Dictionary
(here) traces
the fascinating history of the word, which often had undertones of sex and
promiscuity reaching back to the 19th century. And it meant "brilliant,
showy" as far back as around 1300.
Not only did Midol make Betty gay - see the ad below right - but a whole brand named Gay made swallowers gay; see below.
Not necessarily homosexual but happy. What fodder for the arguments about
the origins of homosexuality!
After 21 years Midol still showed an open tin of pills with one already
out. But note that Betty's "outed" pill - oh, that's a good one,
huh? - doesn't come from right behind it in the tin box: there's no space.
Why do I worry about such things?
Midol took care to conceal menstrual topics; it states that it will
send the reader a booklet explaining menstruation in a "plain
wrapper." Today people get junk mailings of menstrual pads and
tampons.
See Midols ads from newspapers, 1911-1961, and two Midol containers.
I thank the person who generously sent the scan of the 1939 ad.
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Below: Is this drug responsible for lesbians?? How could it be any more explicit? Even
the color is purple. Except that its only ingredient, acetphenetidin,
is "analgesic, antipyretic and [has] cardiac
depressant effects" according to the 1913 handbook quoted at
right. And, of course, "gay" decades ago meant cheerful
- most of the time (see discussion at the top of this page).
My guess is that Gay was produced during
or before the early 1940s because there
is no number code in the address (which started in the early 40s) and the
logo typography looks art deco to me, which flourished in the 1930s.
And the word analgesic required explanation,
which I don't think would have happened in the past few decades.
And 13 cents is an oddball price but maybe
not when pennies were worth a lot more than today.
The package, which I didn't open, contains many pills.
The paper packet measures 2 1/4 x 3 1/2" (5.6 x 8.9 cm).
I thank Procter & Gamble, which donated this and many other items
from its archives.
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Below: The ingredient, acetphenetidin,
"occurs as white, crystalline scales or a crystalline powder. It is
odorless and tasteless. It is only slightly soluble in water (1:925) but
soluble in alcohol (1:12). . . .
"Action and Uses: These are similar to those of acetanilid, but
it is supposed to be somewhat safer. Its analgesic, antipyretic and cardiac
depressant effects, like those of acetanilid, are due to the formation of
paraaminophenol, and its possible advantage over acetanilid is probably
due to the fact that this decomposition occurs more slowly. It is best administered
in the form of powders, cachets or capsules.
"Since the enactment of the Food and Drugs Act, June 30, 1906,
acetphenetidin has frequently displaced acetanilid as the active agent in
proprietary mixtures for the relief of headache and
other pain. Its relation to acetanilid suggests similar caution in
its use.
"Dosage: A full dose is 0.50 gm. or 712 grains. It is well to begin
with 0.30 gm. or 5 grains, and repeat every three hours if needed for a
few doses. When small doses fail to relieve headache,
larger doses are also usually ineffective." From A
Handbook of Useful Drugs, 1913,
at http://chestofbooks.com/health/materia-medica-drugs/American-Medical-Association/A-
Handbook-of-Useful-Drugs/Acetphenetidinum-Acetphenetidin-U-S-P-Phenacet.html
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See more Midol newspaper ads, 1911-1961,
and excerpts from a Midol booklet, 1959. See
its competitor from Kotex, Kurb.
See Midol tins, 1911-1970s.
See also Australian
douche ad (ca. 1900) - Fresca douche powder (U.S.A.)
(date ?) - Kotique douche liquid ad, 1974 (U.S.A.)
- Liasan (1) genital wash ad, 1980s (Germany)
- Liasan (2) genital wash ad, 1980s (Germany)
- Lysol douche liquid ad, 1928 (U.S.A.) - Lysol douche liquid ad, 1948 (U.S.A.) - Marvel
douche liquid ad, 1928 (U.S.A.) - Midol menstrual
pain pill ad, 1938 (U.S.A.) - Midol booklet (selections),
1959 (U.S.A.) - Mum deodorant cream ad, 1926 (U.S.A.)
- Myzone menstrual pain pills ad, 1952 (Australia)
- Pristeen genital spray ad, 1969 (U.S.A.) -
Spalt pain tablets, 1936 (Germany) - Vionell genital spray ad, 1970, with Cheryl Tiegs (Germany)
- Zonite douche liquid ad, 1928 (U.S.A.)
The Perils of Vaginal Douching (essay by Luci
Capo Rome) - the odor page
© 2006 Harry Finley. It is illegal to reproduce or
distribute any of the work on this Web site in
any manner or medium without written permission of the
author. Please report suspected violations to hfinley@mum.org
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