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. CONCLUSION: 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.
