“In the Wardrobe of Her Royal Daintiness”: A Historical Analysis of Menstrual Product Advertisements From the 1920s to the 2020s

Abstract

While numerous studies have examined menstrual product advertisements as cultural symbols of stigma, disgust, and shame, longitudinal analyses across many decades rarely appear in the existing literature. In this study, we performed a qualitative longitudinal thematic analysis of 229 advertisements for menstrual products (e.g., tampons, pads, panty liners, and cups) spanning the last 100 years from the 1920s to the 2020s. Patterns of continuity and the changes in the imagery, symbolism, and written texts in the advertisements were examined. Results suggest some consistent patterns across time, particularly around: (1) emphasis on concealment; (2) narratives of shame and disgust; (3) castigating the old-fashioned way of managing periods as bad; and (4) the need for protection from the menstruating body. That said, results also suggested shifting historical patterns that coalesced around: (1) shifting focus on idealized gendered features; (2) the language of menstruation; (3) portrayal of authority over menstruation; and (4) shifting social roles for women. Implications for how narratives of power and empowerment often get coded in neoliberal ways, alongside analysis of menstruation as a cultural story of stripping women of expertise, authority, agency, and language are also included.

Keywords:

• Menstrual products
• advertising
• women’s bodies
• gender roles
• disgust
• empowerment

Acknowledgement

Special thanks to Morgan Lucero, Eric Swank, and the Feminist Research on Gender and Sexuality Group for their contributions to this manuscript.

Data Availability Statement

Data sharing is not applicable to this article as no new data were created or analyzed in this study.

Disclosure Statement

No potential conflict of interest was reported by the author(s).