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Examples
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The real problem is that the girls don't have access to proper and affordable "femcare", namely pads and tampons, and instead are forced to jerry-rig ineffective alternatives out of whatever they do have lying around.
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How many smart, accomplished females do you know who still feel self-conscious buying "femcare", especially from a male clerk?
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In fact, from the earliest days of commercial pads, one hundred-plus years ago, femcare advertising has been a virtual saga of prudishness, cluelessness, and excessive caution bordering on total hysteria -- and it wasn't just the advertisers who felt that way.
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The website features some corporate femcare firsts: a woman shows how to insert a tampon using what looks like a plush bolster with a built-in vulva.
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Their first commercial, which launched this week, doesn't feature the typically vacuous beauties of femcare past, generically romping through daisy fields in slow-motion, riding horses through the surf, or dancing, presumably from the sheer joy of sloughing their monthly uterine lining into the right product.
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Yesterday, Kotex launched their new femcare product line, U by Kotex, and from all the media hoopla, you'd think they invented a working jet pack.
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In FLOW: the Cultural Story of Menstruation (with Susan Kim) we talk about the effective strategies in femcare advertising, how we've all been trained, on some level, to know what four wall protection is, what wings are for, that super absorbent isn't always referring to diapers.
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In fact, from the earliest days of commercial pads, one hundred-plus years ago, femcare advertising has been a virtual saga of prudishness, cluelessness, and excessive caution bordering on total hysteria -- and it wasn't just the advertisers who felt that way.
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However, in selling us the femcare we rely on so aggressively, advertisers have consciously and unconsciously attacked the underlying body process itself -- instilling in many of us or contributing to a pervasive sense of shame, a squeamishness many of us don't question or even recognize.
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Their first commercial, which launched this week, doesn't feature the typically vacuous beauties of femcare past, generically romping through daisy fields in slow-motion, riding horses through the surf, or dancing, presumably from the sheer joy of sloughing their monthly uterine lining into the right product.
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