Adolescence, A dvertising, and the Ideology of Menstruation

Since the 1920s, American advertisers have recognized the taboo associated with menstruation and have incorporated messages about the social consequences of ``showing’ ’ into feminine hygiene advertising. In order to answer the research question `̀ do advertisements that target girls perpetuate or dispel myths and taboos associated with menstruation? ’ ’ a content analysis was conducted on ten years of feminine hygiene advertising in Seventeen and Teen magaz ines (1987 ± 1997). Catego ries included an analysis of the setting and the themes used in the advertisements. The ® ndings suggest that the ads do rely on headlines and themes that hearken to the past. However, unlike earlier studies that found the ads present menstruation as a `̀ hygien ic crisis,’ ’ focusing on shame, physical discomfort, and fears, this study found something more encouraging Ð that the body copy of these ads is working to dispel these myths. Racial representation in ads, however, remains troublesome as black models are rarely shown unaccompanied by white models. These ® ndings are importan t to researchers, advertising practitioners, and consumers as magaz ine advertising has become a key agent of socializ ation for adolescent girls.