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Surreptitious learning: menarche and menstrual product advertisements
1Department of Family Studies, University of Manitoba, Winnipeg, Manitoba, Canada.
Health Care for Women International
|August 18, 2001
Summary
Menstrual product ads often heighten insecurities in young women, reflecting negative societal views and perpetuating shame around menstruation. This study analyzed over 200 ads to understand their impact on adolescent girls.
Area of Science:
- Sociology
- Women's Health
- Media Studies
Background:
- Menstruation is often stigmatized in society.
- Adolescent girls may lack comprehensive information about their bodies and menstruation.
- Media portrayals can influence societal perceptions and individual self-perception.
Purpose of the Study:
- To analyze messages in menstrual product advertisements.
- To assess information available to menarcheal girls regarding menstruation and the female body.
- To investigate the role of these advertisements in shaping adolescent girls' understanding and feelings about menstruation.
Main Methods:
- Constant comparative analysis of over 200 advertisements.
- Focus on popular women's magazines.
- Identification of core themes and variables, particularly 'Heightening Insecurities'.
Main Results:
- Advertisements frequently convey themes that heighten insecurities in female adolescent readers.
- Identified themes reflect and reinforce negative societal views of menstruation.
- Advertisements contribute to perpetuating silence and shame surrounding menstruation.
Conclusions:
- Menstrual product advertising plays a role in reinforcing negative societal attitudes towards menstruation.
- The 'Heightening Insecurities' theme in ads contributes to the ongoing stigma and silence surrounding menstruation.
- Further research is needed to explore healthier representations and educational messaging.