Do they still sell Modess? Anyway, ca. late 1950s-1960s, someone came up with the bright idea of boldly advertising Modess sanitary napkins without actually saying what they are. Because. You know. Because!
Even when they put an obviously symbolic V in the ad, with a fetishistic model of menstruation wearing an obviously symbolic V-neck dress that melts into the crotch of the V, which is just so weird I don't know what it means, they still won't admit it's a napkin.