TAINTED FEMININITY - REFLECTION OF MENSTR UAL MYTHS IN MENSTRUAL PRODUCT ADVERTISING

Objective: Does the portrayal of menstruation in menstrual product adv ertisements reflect cultural myths about menstruation? Methods: We ana lyse the reception of menstruation in contemporary and historical mens trual product advertisements. Results: In menstrual product advertisem ents, menstruation is depicted as an unclean attribute, discrediting a n ideal femininity and creating the need to conceal it. Conclusion: Th is tendency to taboo menstruation in menstrual product advertising con tributes - by conveying a negative definition of femaleness - to a neg ative self-perception, particularly in young women.