[Tainted femininity--traces of traditional menstruation myths in product advertising of feminine hygiene products].
OBJECTIVE
Does the portrayal of menstruation in menstrual product advertisements reflect cultural myths about menstruation?


METHODS
We analyse the reception of menstruation in contemporary and historical menstruation product advertisements.


RESULTS
In menstrual product advertisements, menstruation is depicted as an unclean attribute, discrediting an ideal femininity and creating the need to conceal it.


CONCLUSIONS
This tendency to taboo menstruation in menstrual product advertising contributes--by conveying a negative definition of femaleness--to a negative self-perception, particularly in young women.
Backe
J
J
Universitätsfrauenklinik Würzburg, Deutschland.
D000329:Advertising / Q000266:history*; D005260:Female; D005783:Gender Identity; D049672:History, 19th Century; D049673:History, 20th Century; D049690:History, Ancient; D006801:Humans; D008598:Menstruation; D009229:Mythology; D012649:Self Concept; D013609:Taboo / Q000266:history*