Advertisers are “speaking the language of social media,” writes New York Times ad columnist Stuart Elliott:
The language of social media — “fans,” “friend request,” “like,” “social network” and, yes, “status update” — is increasingly appearing in advertising, whether or not those ads are running in social media like Facebook, Twitter and YouTube.
Here’s one of Elliott’s examples: a print ad from paper company Domtar.
If Domtar had really wanted to sound current, the headline might have borrowed a popular meme and inverted the headline: “Because PAPER.”
For students of marketing history, “Paper Because” evokes a famous and long-running campaign for “feminine-hygiene” products – a subject once so taboo that it could be referred to only elliptically. And, as it turned out, beautifully.
Suzy Parker in a 1958 Modess ad. Via Museum of Menstruation.
The Modess campaign, which ran from 1948 to the early 1970s, featured “probably the most elegant ads ever made for menstrual products,” according to the Museum of Menstruation, which displays a gallery of the ads. Read more about the “Modess … Because” campaign in a 1986 history of Modess parent company Johnson & Johnson.