America’s Least Favorite Relative
Posted: July 10, 2011 Filed under: Feminism | Tags: Always, Aunt Flo, feminine hygiene 24 CommentsBy Becka Wall
Girls and women are all familiar with it: the dreaded monthly visit from Aunt Flo.
She means well, but man, can she screw up a pool party or a special event. Americans have always seemed to be majorly uncomfortable with periods. Women in commercials for
feminine hygiene products (pads, tampons) are shown dancing around in white skirts, synchronized swimming in pools, and laughing hysterically as they walk down the street. Marketing campaigns show blood as a blue liquid that looks Gatorade – and until recently, there was no red shown in association with periods in either print or television advertisements.
That’s right – an ad for Always ultra thin with Leak Guard has a single red spot in the middle of the pad in their print advertisements for the product.
This is a historic moment – the first realistic interpretation of what color women’s menstrual blood is! But the impact is limited – the ad only appears in print, and there has never been red shown on television on a pad or tampon. There’s also been a movement to get rid of the cheesy schmaltz that comes along with tampon and pad commercials.
It’s almost hilarious that these things are considered such breakthroughs – seeing as, when a woman is on her period, one red dot hardly even covers the first hour of the 3 – 7 day event. And the movement to make period ads less cheesy and expose marketing techniques is admirable, but she is still racially ambiguous and wearing all white – those subliminal messages are just called to our attention.
Americans have always had a problem with accepting this decidedly messy and unladylike period (ha! period pun.) of every month – when women get cramps, cravings, and constant trips to the bathroom. We’re marketed products to only have our period a couple of times a year instead of 12. Women on television are shown rarely getting or discussing their periods. The website TV Tropes has a huge piece on this – the topic is only discussed on television in episodes discussing pregnancy or exploring a girl’s first period – her entrance into growing up and puberty. Sometimes it’s used for comedy, but typically it’s shown as turning a woman into a PMS nightmare and a topic to force men to leave. Girls in sci-fi and action movies never get their periods.
The list goes on and on, but you get the point – women’s periods are a taboo topic on television – and apparently, so is realistic depictions on the airwaves. After all, what does it say about us that a single red dot in the middle of a menstrual pad is a groundbreaking move in the world of advertising?
Becka also writes for her own blog, Becka Tells All.
Super Interesting. When I first got mine, I was so embarrassed and didn’t want to talk to anyone, including my mom, about it. You’re so right though. Periods are never worked into movie plots or story lines for sitcoms. Just like other bathroom activities…maybe that’s why no one really mentions it truthfully?? Either way, great post xo!
You have shed a ray of sunhnsie into the forum. Thanks!
Hola recien lo decsargo, lo provare para luego decir como me fue, pero les adelanto que esto de los softwares es muy importante para el desarrollo de los universitarios y no la porqueria de esos ingenieros que ensef1an a lo antiguo, es decir solo teoria
This info is the cat’s pamsaja!
Breakfast with Santa! Saturday, December 1st from 9-11AMOssian United Methodist Church201 W. Mill Street in Ossian, In 46777Come have pancakes, decoiilus egg casseroles, smoky links, cereal, donuts, dutch crunch dessert, Coffee, milk and juice something for everyoneHave your children’s picture taken with Santa and then they can shop in the Elf Store for their family members. Elves will be available to help them shop so they can keep it a surprise! All gifts are $2 and gift wrapping is included. This is a fun, holiday event sponsored by the Norwell High School Show ChoirSee you there!
Hahahaha. I’m not too bgriht today. Great post!
A couple of years ago I was in a Feminist classroom and we were discussing the film SuperBad – I don’t know if you saw it but there is a scene in the film where a drunk girl dances with one of the guys and her period gets on his pant leg. Those of us who were well read in feminism viewed the period differently thatn others – we were making the argument that the scene was over the top and didn’t value the sacred force – the cycle of a woman’s ability to create life – inother words we were saying that the period was a blessing not a curse – and that the treatment of it in the film was degrading. After much talk of this nature a girl non of us knew too well freaked out and piped up saying – that we were gross – that the scene was gross and that discussions of the period were not meant for the classroom. Really? The period is natural – and the fact that we fail to discuss it openly is just another way of shaming women and fearing the human body.
This does look promsiing. I’ll keep coming back for more.
With all these silly wbetsies, such a great page keeps my internet hope alive.
This is so true it’s sickening. It’s a sad thing that advertising for these products sucks, even worse is the cost of the products themselves, the mark up must be over 100%. About a year ago or so there were ads for those new Kotex pads and tampons that come in a black box; the ads were realistic in that they didn’t show Gatorade being poured on to them, but in that they showed a woman looking really tired and saying things like this: “. . . And by the third day, I feel like twirling. . . ” then she rolled her eyes telling the viewer how stupid that statement is. I only saw it once, late at night, maybe during “The Daily Show”. Anyway, those ads were pulled really quickly because they depict the bleeding woman as we really are during our periods; tired, grumpy,and crampy. Instead, we are shown unrealistic, vapid ads for vastly overpriced products that lie to us about what menstruation is really like. I hate that we treat this as a curse in this culture; it’s nauseating to say the least. Let’s work together to destigmatize the flow!
I just watched the video you posted, those ads are to be taken IRONICALLY. Those ads are actually better than one that shows a little red dot instead of that blue stuff. the ads I was talking about in my last reply were for that same brand of products. Just FYI.
Gee willikres, that’s such a great post!
I think you hit a bullesye there fellas!
samuel c samuel Posted on I am a nargeiin that has just completed my secondary school level and would like to study Computer Engineering/Electronics Engineering in Korea through scholarship.this is because korea is the largest producing electronics and my parents are poor and can not afford the morney to sponsor my academic carrer so,how can i accomplish my dream? kindly reply.
You’ve hit the ball out the park! Incrdeilbe!
What a neat article. I had no ilnknig.
[…] Grrrlbeat is a brand new online zine, so take a chance and submit something today. I just read an article today deconstructing the first ever ad that uses the color red on a maxi pad which was […]
A minute saved is a minute ernaed, and this saved hours!
You have shed a ray of sunsnhie into the forum. Thanks!
Four score and seven mnuties ago, I read a sweet article. Lol thanks
Wham bam thank you, ma’am, my quesotins are answered!
This is very useful submit. I actually enjoyed the item. You should maintain posting a very insightful article
Aw, it was an incredibly good post. Throughout option I just wish to put in publishing along these lines likewise ?spending time plus precise effort to have a good document?nevertheless what things can I say?I just put things a decent amount and not just by any means could purchase one issue conducted. Claudia.
Aline wedding dresses tend to flatter every body type. Also it is a great idea to try a ball gown wedding dress. No matter what type you Sacs Louis Vuitton are going to wear, avoid those that have too much adornment around the waist part for those will make your waist seem shorter than it is.