The menstrual taboo and the nuances of misogyny: Comparing feminine hygiene TV advertisements in the Arab and western worlds

Abstract

Feminine hygiene advertisements are key sources of information for menstruators and others. This research used quantitative content analysis to examine the representation of menstruation in advertisements in the Arab and western worlds. The analysis was carried out on a sample of 222 advertisements – 157 western and 65 Arab – produced between 2000 and 2020. Coding sheet questions focused on the social interactions of advertisement actors and the word descriptors used to define aspects of menstruation. Results were consistent with the literature on the menstrual taboo and social stigmas surrounding menstruation, as well as research suggesting that Arab societies exhibit relatively greater degrees of social conservatism regarding gender. In particular, findings, which are contextualized in light of feminist theory, showed that ads consistently concealed key aspects of menstruation, showed models in isolation, employed euphemisms, rarely spoke of menstrual blood and almost never portrayed blood in a realistic red colour. Both Arab and western advertisements highlighted the feminine hygiene product’s role as saviour. Examined Arab advertisements were more conservative than western ads. Arab ads were more likely to mention secrecy terms, and less likely to label menstrual fluid as ‘blood’, display menstrual blood in the colour red and show female models interacting with male models.