Abstract
The Future of Menstrual Product Advertising: Menstrual Chic At Last?
Introduction
Discontinuous and
fleeting as menstrual product advertising may be, it presents one of the very few
culturally-normative menstrual narratives available to women. This is problematic, given that analyses of
this advertising have repeatedly found it to negatively impact women’s body
image and self-esteem, presenting menstruants in a state of “tainted”
femininity due to the “hygienic crisis” of menstruation. Efforts to create a positive menstrual
narrative within the context of menstrual product advertising have come from
smaller companies targeting the “niche” market segments of feminists, spiritual
feminists, ecofeminists and environmentalists.
However, these alternative menstrual narratives are overly specific for
the much larger demographics targeted by global companies, vis-à-vis spiritual
beliefs, ethnicity, age, political affiliation and socioeconomic status. Is it possible to create advertising based
on a positive menstrual narrative, and yet at the same time, effectively market
to these larger demographics?
Purpose
This paper, and
accompanying exhibit of menstrual advertising prototypes, works from a
menstrual narrative in which menstruants are in a state of “enhanced” rather
than “tainted” femininity, and menstruation is “self-care opportunity” rather
than “hygienic crisis.” Multiple,
nonstereotypical, and even contradictory definitions of “femininity” and
“self-care” will be explored. As well,
marketing techniques commonly used for non-menstrual-related products, but
avoided by menstrual product advertisers, will be identified and taken
advantage of.
The exhibit will
consist of at least 30 menstrual product advertisements (print, packaging, and
video) accompanied by brief written explanations. At least two advertisements will be in French; two in Spanish;
the rest in English.
Conclusion
Although much
research has demonstrated the negative impact of contemporary menstrual product
advertising, very little has identified alternative menstrual narratives, much
less the requisite marketing techniques for them to be used successfully by
global companies competing in a global marketplace. Under the pressure of menstrual suppression advocacy within the
medical establishment and the contraceptive industry, and with the release of
the Seasonale menstrual suppression pill in the United States slated for 2003,
perhaps menstrual product manufacturers will be more open to switching from a
negative to positive menstrual narrative in their advertising.
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