Since the 1920s, American advertisers haverecognized the taboo associated with menstruation andhave incorporated messages about the social consequencesof “showing” into feminine hygieneadvertising. In order to answer the research question“do advertisements that target girls perpetuate ordispel myths and taboos associated withmenstruation?” a content analysis was conducted onten years of feminine hygiene advertising in Seventeen and Teenmagazines (1987-1997). Categories included an analysisof the setting and the themes used in theadvertisements. The findings suggest that the ads dorely on headlines and themes that hearken to the past. However,unlike earlier studies that found the ads presentmenstruation as a “hygienic crisis,”focusing on shame, physical discomfort, and fears, thisstudy found something more encouraging-that the body copy of theseads is working to dispel these myths. Racialrepresentation in ads, however, remains troublesome asblack models are rarely shown unaccompanied by whitemodels. These findings are important to researchers,advertising practitioners, and consumers as magazineadvertising has become a key agent of socialization foradolescent girls.
Sex Roles – Springer Journals
Published: Sep 30, 2004
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera