Surreptitious learning: menarche and menstrual product advertisements.
The purpose of this study was to examine the messages conveyed in menstrual product advertisements with specific concern given to information that could be learned about menstruation and the female body by menarcheal girls. Over 200 advertisements from popular women's magazines were analyzed using constant comparative analysis. The core variable was Heightening Insecurities. The themes identified in menstrual product advertisements function to heighten insecurities in the female adolescent reader. The findings revealed that the advertisements were a reflection of the negative societal views of menstruation and, because the advertisements function to heighten insecurities, they also function to perpetuate and maintain the silence and shame which surrounds menstruation in our society.
Simes
M R
MR
Department of Family Studies, University of Manitoba, Winnipeg, Manitoba, Canada.
Berg
D H
DH
D000223:Adaptation, Psychological; D000293:Adolescent; D000329:Advertising / Q000379:methods* / Q000706:statistics & numerical data*; D001294:Attitude to Health; D001828:Body Image; D005260:Female; D006266:Health Education / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D006920:Hygiene; D007858:Learning; D008402:Mass Media; D008572:Menarche / Q000523:psychology*; D052576:Menstrual Hygiene Products; D008598:Menstruation / Q000523:psychology*; D009656:North America; D012494:Sampling Studies; D012752:Shame; D012945:Social Values; D016387:Women's Health