Strange ad copy for an actor without children. But it’s celebrity flashback Monday! Brenda Vaccaro is one of a small number of celebrities who appeared in femcare advertising after she was famous. (Others include tennis star Serena Williams and gymnast Cathy Rigby and Mary Lou Retton.) Cheryl Tiegs, Susan Dey, and Cybill Shepherd all appeared in print ads before they became famous models and actors.
Guest Post by Chella Quint, Adventures in Menstruating
Here it is again:
I watched it, I enjoyed it, I shared it, but I couldn’t ignore this other blog post title forming in my head after the first viewing:
“OMG! They’ve used an educational rap!” say several slam poets and rap battlers (including a statistically small number of female rap battlers) at once as they collectively facepalm.
Yeah, so, there’s that. A number of readers will know I perform regularly on the spoken word scene and I’m on my university’s slam team. Lately, there’s been a little more slam/battle crossover in the spoken word universe, so I thought I’d check in with a few pals for some peer review. They’ve each agreed to weigh in below on their impressions of the video’s effectiveness from a wordsmith’s perspective.
Sticking with the marketing point of view though, cultural appropriation of rap for commercial purposes is such an old trope that it’s more status quo than newsworthy. In fact, in this particular advert, I really think that the usual criticism is mostly offset by the genuine use of rap as protest against disposables.
Interesting as it might be to me, I know that the femcare industry and most consumers don’t need to read a peer review of the authenticity of the rap battle. I had a hunch that Mooncup’s choice to adhere to some of the conventions of the genre has actually helped them get the message across more effectively (and certainly more effectively than more typical #OMGRAP ads currently making the rounds).
I don’t think it’s a gratuitous use of rap. I think it’s a well observed and effective pastiche.
When I got in touch with Mooncup last week to get the stats for last Friday’s post, I also checked out the origin story for the rap battle. Kath Clements, their Campaigns and Marketing manager, was happy to share their process:
“It was a real collaborative effort between Mooncup and [the ad agency] St. Luke’s. We needed a device for positioning a debate and a conceptual framework – we put it in our natural habitat which is the toilet! We were aware we were appropriating a thing with cultural connotations, so we tried to do it with finesse.”
I asked her about how it was written, and she told me that St. Luke’s worked with a producer who battles in his free time, and liked the concept enough to help them out and write it pro bono. He also coached the actors who play Tampon (who has actually rapped before in her own right) and MCUK (I just got that joke), who appeared in Mooncup’s last viral ad campaign.
With that insight, it looked to me like I could analyse the battle in good conscience. See, I really like the wordplay, puns and syncopation of classic freestyling, and my twelve-year-old self delightedly and ignorantly partook in gentle games of The Dozens with my middle school pals. The casual sexism and homophobia that I’ve witnessed on the current battle scene puts me off, though. I valued this ad’s depiction of women in a rap battle scenario. So I wanted to check out my theory that the quality of the pastiche and the rhyme are part of the payoff for this ad.
The first bit of commentary comes from Harry Baker, who’s been on Don’t Flop but who also raps about maths and slams about dinosaurs, both of which are more my speed.
“I think it’s almost too obvious that it’s made up of key statistics made to rhyme, but I guess that is the point of the advert. Things like the ‘no strings attached’ line would get a reaction from a crowd probably. So first reaction is ‘eye roll’ + ‘rap to get down with the kids’ but the rhyme/hook is there. For me I’m fine with it being a rap battle between two women, and it makes sense as a way of A vs B advert information, but the rhymes themselves aren’t really good enough to get away with it, or do the genre justice – I guess it’s good they want to use the format in mainstream media (pastiche is a great word) but what I would watch for/do in a rap battle is the intricate word play and rhyme schemes which I feel this lacks!”
Next up was Paula Varjack, originator and host of the Anti-Slam:
Guest Post by Chella Quint, Adventures in Menstruating
I saw a femcare ad that I actually liked.
I know, right? I don’t even know who I am anymore.
I’m kidding. I’m exactly the same person. It’s the ad that’s different.
Now. I don’t promote individual femcare companies. I do ad analysis. As long as femcare adverts remain the loudest voice in the menstrual discourse, I’ll keep encouraging people to use social media to create a two-way conversation and to increase their advertising literacy. Since I started this project, though, I’ve longed to see an ad that was period positive: that didn’t use shame to sell or use humour at the expense of menstruators. This is the first one I’ve ever seen.
It’s a viral video that’s been put out this week by Mooncup UK, a small (but growing), ethical company producing reusable, medical grade silicone menstrual cups. The ad directly challenges the current market leaders and promotes their own product without once dipping into the fear/embarrassment/secrecy triumvirate used throughout the history of femcare.
Here’s the ad:
And here’s the analysis:
Like a number of femcare ads that have made news over the past couple of years, it’s funny, viral, and sends itself up.
Where previous ads by bigger brands have gotten it wrong, though, it’s usually been because there were still echoes of the history of shame, fear and manufactured problems that could all be solved by the product. Ads for disposables somehow never seeming to mention the inconvenient truth (thanks, Al) about landfills and waste.
But the Mooncup ad works because:
They have a massively on-message USP. The unique selling point is that it’s reusable for years. Those who prefer tampons to pads could be persuaded to make the switch. I know many people who have sung their praises for ages, and while I’ve been doing the Adventures in Menstruating project, their company’s reach has grown far beyond its Brighton offices, and awareness around menstrual cups generally (a number of companies produce silicone and latex menstrual cups around the world), has spread, mostly by word of mouth, small distributors, and a few clever ad campaigns.
Brand loyalty for products that you don’t need to replace often is built through trust, reliability, and integrity. It’s a classic advertising model, but it’s usually applied to big ticket items like cars. Gives a whole new meaning to Think Small.
I’m aware that there are very different business models working with a one off purchase vs. repeat purchase disposables. If tampon companies respond, it’d be refreshing if they used what I like to call the Ocean Breeze Soap model. (Tampons are convenient in a pinch. Just like other disposable products are handy for the same reason. It would be way better for the environment if we used fewer convenience products, but if you do choose to use a disposable product of any kind, we hope you’ll choose ours.) Disposable femcare companies can’t deny their carbon footprint, but they frequently take the lazy option and distract consumers with shame and fear.
Shame is out of the equation. Its persuasive powers aren’t tainted by the classic canon of leakage fear, invisibility, euphemisms like ‘comfort’ or ‘freshness’, or that mysterious blue liquid. (Okay seriously – what IS that stuff? Do they use water with food colouring? Wildberry fruit punch? What?) They don’t need to use shame – no femcare company does.
They have a convincing argument backed up by statistics (that they are willing to share and which you are welcome to read and critique further). This ad lists the reasons why menstrual cups are better in a direct product comparison: better for your body, better value financially, and better for the environment than disposables. (In the style of a rap battle. But I’ll come back to that in my next post next week.)
I emailed Mooncup and requested data to back up the claims, and they, impressively, sent it straight over:
Source: Mooncups hold 3x as much as a tampon
PLEASE NOTE: Gram to millilitre conversion:15 g= 15 ml.
Mooncup A (2011) contains 29.3 ml
Mooncup B (2011) contains 28.8 ml
The ad works on two levels. Like Sesame Street. Sticking with the childhood metaphors for a minute here, femcare product users are kinda like belly buttons: there are innies and outies. Some menstruators prefer insertion methods of catching menstrual blood while it’s still inside the body, like disposable tampons or reusable menstrual cups. Others prefer to use external pads (disposable or reusable, including a few designs that are built into trendy underwear). There are also a few outliers – a small number of menstruators who choose to use nothing at all. (A couple of contributors to Adventures in Menstruating #6 product tested Nothing, with interesting results.)
No question – Poise’s Second Talk Campaign is undeniably courageous, taking on Menopause, the Previously Unmentionable. Call me impatient and unappreciative, but I just can’t help mourning the missed opportunity to REALLY empower women, instead of aligning with those unrelenting forces bent on squeezing the Mojo from the second half of our lives.
Seeped as I am in the journey of menopause, (my own, and as co-creator of the Menopausal Mojo Teleseminar program), my curiosity was cautiously piqued when I opened the Poise link in this blog post last month. (Cautious because, after all, Poise is an incontinence product and the association is not only anxiety provoking but inadvertently quantizes my experience into a demeaning and unimaginative metaphor — something like shame meets discouragement meets insult. Sorry, that’s just how it feels to me. Let it be known, I am not in denial here – it has been a while since I could safely jump on a trampoline with anything in my bladder.)
Nevertheless — someone is talking publicly about menopause. And I am certainly curious to see what aspect of this rich, challenging and potentially transformative experience they are choosing to highlight.
The first thing we see: “8 in 10 women agree, it’s time to change the way we think about menopause”.
YES!!! What we’ve been saying all along, my wonderful co-conspirator, Karen Clothier (creator of the body-mind-spirit focused and unexpectedly successful Menopause the Magical Telesummit) and me. We find ourselves coming back again and again to feeling the urgent need to rebrand menopause. We clearly do want another way to understand peri/menopause. After hundreds of years of agents of the male paradigm systematically dismantling our authority of our experience, using shame to silence our inherent collaborative tendencies, we have lost the language to talk about the transformative experience of our 40’s and 50’s – as we move from fertile women to mature women, from “child bearer’s to bearers of wisdom” (Kristi Meisenbach Boylan The Seven Sacred Rites of Menopause).
Clearly the difficulty begins with the term “menopause” itself. The term was coined in 1812 by the French physician de Gardanne and is defined as (a moment in time) 12 months after the last menstrual period. A little hard to acknowledge a rite of passage when its beginning, middle and end are as elusive, instantaneous and vague as that. But that’s not all, that’s simply the scientific use of the word. Our everyday use of it also describes perimenopause (the 5-10 year period before the Moment-In-Time) as well as post-menopause (an unspecified period after the Moment-In-Time). Confused yet?
Small wonder that we need new, updated language, imagery, descriptions, mythology and role-models — a full-spectrum, holographic map to describe the physical, emotional and spiritual terrain of our midlife experience.
Wait, I’m getting a little ahead of myself. Back to the Poise menopause page, and how it misleads women by reducing this remarkable transition into … yes, you got it … SYMPTOMS. As if symptoms are the menopausal experience. And the successful management of said symptoms is all there is to this phase of our life cycle. Tragically reductionist, when seen from the perspective of how insidiously the media molds our reality. This is brilliantly elucidated in Jennifer Siebel Newsom’s movie Miss Representation, which shows “the media’s limited and often disparaging portrayals of women and girls, which make it difficult for women … to feel powerful.”
“Disparaging”. Hold that thought while we listen to Dr. Jennifer Berman, Poise’s menopause and intimacy expert, describing mood swings. In the clip “What’s the DEAL with my moodswings”*, does she validate our experience and perhaps suggest that our emotions might be valuable indicators of our experience? Does she acknowledge the virtually universal need of women at this stage to retreat (I would venture to say the developmental milestone in the female psyche to withdraw and self-reflect), and then acknowledge how at odds with our externally driven, production oriented culture this urge is? Perhaps she suggests that THAT might be the reason WHY our moods are swinging – that our emotions are accurately reflecting the environmental imbalance of the whole paradigm? Wouldn’t it be the moment for Poise, and all those interested in empowering women, to ask this crucial question: why are we making menopause all about what’s wrong with us?
Here’s what the good doctor says: “Moodswings are very common during the perimenopause and menopause. Women will describe symptoms of feeling more irritable and short fused, more weepy and depressed, more (uh) anxious and sort of, (uh) difficulty concentrating …and that’s very common during perimenopause, and it tends to level out, to some degree, as women approach menopause.”
Firstly, is it just me or is her tone patronizing? Is she explaining anything new here and offering solutions as promised? Is she even answering the question: “What’s the DEAL with my moodswings”?!
Now of course I see what a masterful campaign Poise have created here. They’ve captured an untapped market, have obviously paid close attention to the terms used by women in their focus group and have echoed the aspirations of menopausal women to save us from our Symptoms.
How much more interesting would it be if they used the global reach and collective power of the internet to invite us to create new language and ways to define our midlife experience that go beyond complaining about hot flashes (see “personal stories” on the site)? Ladies, instead of letting them reduce our experience to managing our symptoms, let’s demand inspiring stories about how we are stepping into the second half of our lives with the Mojo that comes from accessing our collective wisdom, our wizened humor and our well-earned self-respect. Now that’s a branding campaign worth following.
In an effort to continue positive conversations about menopause, this blog entry is about Poise’s new “2nd talk” campaign. I was watching TV the other night and an advertisement for Poise’s menstrual pad came on. For once, I was actually happy to see a TV ad on menopause. The ad featured a video of a woman talking about how confusing menopausal symptoms are and what menopausal symptoms can be like, and how women need to talk about them. Menopause talk, then, is the “2nd talk” to which Poise ads are referring. Poise has developed an entire collection of “unscripted” stories from women experiences perimenopause, and it is well worth watching them. Visit the website! The premise is that while we do talk about menstruation (apparently the “1st talk”), we do not talk about menopause and we should. We should share, and we should inform, and this will make women feel better at menopause. Poise is trying to fill the gap by creating a forum for “2nd talk” on their website and in TV ads.
What a wonderful idea. Research has already shown that talking and sharing makes menopause (and any other reproductive health experience for that matter) better, and I’ve blogged about this before. We could debate Poise’s stance that the “1st talk” (menstrual talk) actually happens, but I think we do need to praise the writers of this ad campaign for prioritizing “2nd talk.” It reminds me somewhat of the Dove campaign on what women like about their bodies and while we can find plenty of ways to critique the writers of these campaigns, we can’t deny that they are moving in the right direction.
I hope we see more of this Poise ad campaign! Perhaps we ourselves can also all try to encourage “1st talk” and “2nd talk.” Lately it seems like a lot of the entries on re:Cycling are about opening doors for talking and sharing, and Poise may not be that far behind us.
Recently menstrual shame made the front page of the New York Times in paragraph one of an article titled, “For Women in Street Stops, Deeper Humiliation.” The piece reported on an ongoing debate about the “stop and frisk” policies of the police who, seemingly at random, stop individuals in public places and pat them down or require them to empty their pockets and purses if the police have reason to suspect they are in possession of drugs, guns, or other illegal materials. The opening sentence of the article by Wendy Ruderman presents a dramatic scene:
Shari Archibald’s black handbag sat at her feet on the sidewalk in front of her Bronx home on a recent summer night. The two male officers crouched over her leather bag and rooted around inside, elbow-deep. One officer fished out a tampon and then a sanitary napkin, crinkling the waxy orange wrapper between his fingers in search of drugs.
The language is rife with invasive images: “crouched over,” “rooted around inside, elbow-deep,” “fished out a tampon,” “crinkled the … wrapper between his fingers.” It goes on to also have the officer handling her birth control package, further humiliating her.
Just a month later, again in the New York Times, this time a piece by their regular advertising columnist, Stuart Elliott, the following appeared: “In a Forthright Campaign, More Unmentionables Mentioned.” Is anyone going to be surprised to learn what unmentionable was mentioned? Though the main topic was the new approach to advertising the laxative Senokot, Elliott links it to earlier restrictions against advertising menstrual products:
“Ads for products like laxatives, toilet paper, condoms and tampons have become more forthcoming as societal attitudes on what can be discussed in public . . . have significantly changes. Consumers of a certain age can still recall ads for Modess sanitary napkins that uttered only two words, ‘Modess … because,’ well, because menstruation was deemed a taboo topic.”
There’s nothing new about this phenomenon nor about the titillating fascination with the taboo itself. A few years ago (March 2008, p. 281) Glamour magazine ran a piece called, “Tampon mortification!” about the shame of dropping a tampon in public. But this time they turned it into a prank by staging the accident and photographing the responses. As the tag line put it, “We’ve all had a stray one fly out of our bag. But a boxful? Volunteer Sabrina Fernandez lives the nightmare.”
The most noteworthy advertising campaign to confront the taboo in recent years has been the assertive and cleverly named U by Kotex series. Comprised of little more than new packaging (black boxes containing neon colored applicators and envelopes for pads) and yet another punning slogan, “Break the Cycle,” the campaign urges women to flaunt their periods without shame.
Yet it is both weird and worrisome that the woman whose bag and arm we see in the ad apparently finds it necessary to carry an entire box full of the product with her rather than the usual few. Should we be concerned? Is she experiencing menorrhagia or, to the contrary, is this an expression of menstrual activism?
Most women have had the unfortunate experience of realizing that they have started their periods at an inconvenient time or place, without proper “backup,” having to rely on (clunky and sporadically available) tampon dispensers in public restrooms. When driving across the country last month, I stopped near Albuquerque at a small gas station and entered the unisex restroom frantically searching for a tampon machine. Instead, I found a large, brightly-colored condom machine fastened prominently on the wall that featured four options: “ribbed for her pleasure” condoms, extra-large condoms, packages of lube, and a “grab bag” of “sexual surprises.” A nearby wall above the toilet seat featured a prominent sign: DO NOT FLUSH FEMININE HYGIENE PRODUCTS DOWN THE TOILET OR IT WILL CLOG OUR SYSTEM. Feeling unusually irked by this duality—the cheery availability of (men’s) safer sex products and the utter disdain for women’s menstrual products—I reflected on the bigger problem of this gendered bathroom dilemma: Women’s bodies—leaky and troublesome—are too often constructed with the context of disease, contamination, and unhygienic fixations. Men, on the other hand, receive props for their “leakages” as humorous, fun, playful, and sexy. (I recently realized how rarely menstruation is treated with humor or fun when I felt an uncommon joy at bleeding into my black and blue skull-and-crossbones reusable Lunapads).
I loathe the term feminine hygiene for a host of reasons. At its most benign, the term gives vague descriptors for what women use to manage their menstrual cycles, giving additional cultural momentum behind the general refusal to deal with nuance and specifics of a menstruating vagina (or vaginas at all, frankly). When stores, advertisements, and signs evoke feminine hygiene, they suggest, linguistically, that the words tampon, pad, or cup seem scary. The phrase feminine hygiene implies “products to keep the unkempt, unruly, unhygienic, dirty, unsanitary, bloody vagina in check,” rather than simply stating the actual terms for what women use. (It also needlessly genders the already-gendered process of menstruation). Why not use a less pejorative phrase like menstrual products? The bizarre throwback to the 1950s represented by the continued use of feminine hygiene has serious trickle down effects on people’s attitudes about menstruation, as Elizabeth Kissling’s 2006 book, Capitalizing the Curse, showed that people still feel palpable anxiety about purchasing menstrual products in the store or discussing menstruation openly. Many people do not even know the term menstrual or menstruation as commonly understood words. I blame feminine hygiene for this.
Second, by framing menstrual products as products devoted to cleanliness and management of otherwise “vile” bodily fluids, feminine hygiene products get placed near products of excrement like diapers and incontinence merchandise in the store. A typical sign will read: “Feminine Hygiene, Diapers, Personal Care” in these aisles of the grocery store. Years ago, a student of mind visited over 25 grocery stores and pharmacies and found that nearly every single store placed tampons and pads directly beside diapers. The use of hygiene here links menstrual blood with feces, urine, and products that infantilize women and their bodies. It also implicitly links the feminine (another bizarre word that is rarely attached commercially to anything besides menstrual products) with women needing to clean their own and others’ messy bodies.
My third concern about feminine hygiene is that we don’t fully understand the history of the (d)evolving phrase. As Andrea Tone found, feminine hygiene once referred to birth control rather than menstrual products. A 1933 advertisement in McCalls for Lysol’s feminine hygiene products read:
The most frequent eternal triangle:
A HUSBAND…A WIFE…and her FEARS
Fewer marriages would flounder around in a maze of misunderstanding and unhappiness if more wives knew and practiced regular marriage hygiene. Without it, some minor physical irregularity plants in a woman’s mind the fear of a major crisis. Let so devastating a fear recur again and again, and the most gracious wife turns into a nerve-ridden, irritable travesty of herself.
Translation: Use feminine hygiene (birth control) if you want to avoid your wife turning down sex because she’s scared of pregnancy. Over the next twenty years, it later transitioned from a reference to birth control into a reference for female douches (An ad touted: “There are some things a husband just can’t mention to his wife!”) and finally into a phrase about managing menstruation. Why this feminine hygiene phrase has stuck with us so forcefully, and why we insist on vague and unspecific terminology for menstrual products, relates directly to broader discourses of panic around, and ignorance about, women’s reproduction, menstruation, and vaginal health. Just ask Todd Akin.
Saniya Ghanoui and David Linton
How peculiar are the sexual politics of Cosmopolitan magazine?!?! We previously noted the editorial avoidance of menstrual sex, but let’s take a look at their most recent ride on the menstrual cycle.
On one hand, Cosmo aspires to liberate women from sexual repression into a world of ever better orgasms and perpetual youth and beauty. On the other hand, it ceaselessly stokes anxiety and insecurity with its constant twin emphasis on pleasing “him” and urging the purchase of the latest Big Thing. Occasionally, in an effort to demonstrate concern for women’s health there appears a reference to some aspect of the menstrual cycle.
The most recent example occurs in the June 2012 issue whose cover, under a hot photo of the rock star Pink, announces that inside you can learn, “Why your Period Makes You Cra-a-zy”. Off the bat, the cover recirculates the tired notion that the period is responsible for some kind of transformation, turning a woman into a crazy person. The use of an extra “a” emphasizes the word in a way that enhances its meaning, thus the period causes almost an abnormal form of craziness. There’s also a lovely irony to this cover. Pink is dressed in a vibrant solid-red dress that counters her pale skin and hair. She pulls up one side of outfit as she claws her dress and her expression is meant to show a “tough girl” side to her personality. It’s as if the cover alludes to notions of craziness, as caused by the period, via the image of Pink.
The article does seem to contain practical advice for those who experience some level of discomfort prior to getting their period. The five suggestions include topics such as diet, exercise, orgasms, coffee, and laughter. Unfortunately, embedded in the nuggets of advice one finds relentless reinforcements of age-old prejudices, stereotypes, and negative perspectives. Even the opening page, which sets up the piece, is titled “Beat the PMS Brain Haze” and shows a woman whose head is slightly out of focus and fading into a cloud. In case you miss the point, a sentence beside her head states, “It’s hard to function when your head is in the clouds”. In larger type under the title the message is reinforced, “It’s when you feel so foggy, you can barely choose between a lemon and a lime for your diet soda”.
The next two pages of suggestions comprise a litany of ways to cope with the “annoying symptom”, “hormonal cloud”, “haze”, and “PMS coma” that leave women “easily overwhelmed, stressed out, forgetful and indecisive”, Women are told to “cancel everything that’s optional”, “snack on yummy oatmeal” to “make up for the PMS brain drain”, “ask your guy to rub your back”, and have “a dose of caffeine”.
What is obvious about the article and the tips that are meant to keep women “sane”, insinuating that one may be insane while PMSing, is the way in which each bit of advice is meant to fix some frustrating characteristic that is either caused or heightened by PMS. Thus, the message is that women have an extra hindrance they must overcome in order to have a peaceful week leading up to their period. In order to solve the problem Cosmo advises some simple changes, such as having a cup of coffee, to more radical ones like changing or canceling items on your schedule. What the latter puts forward is the idea that PMS is such a hindrance that one must change one’s weekly agenda in order to function normally. While it is true that some may have discomfort during PMS and desire extra time to relax, to completely cancel or modify a weekly schedule suggests a level of wealth or leisure that is in the realm of fantasy.
Despite the appearance that the article is simply a pleasant set of suggestions, it turns out that the three pages are actually a lead into a fourth page on the right side so the connection can’t be missed, consisting of the latest ad for Tampax Radiant tampons. In design and placement the ad blends perfectly with the article so as to flow, as it were, directly from the pre-menstrual days into the period itself with Tampax waiting there to fill the need.
There has been a lot written in recent years about the blurring of lines between editorial content and advertising but the only blurring in this case is the unintentional design of the first page of the piece which is purposely shot out of focus to visually illustrate how women must feel as their hormones debilitate them.
Furthermore, the ad purposely counters all the frustrations exhibited in the previous three pages. The ad promotes the “invisible” period, thanks to this specific tampon, that has “leakguard technology” and a “discreet resealable wrapper.” All of these characteristics are meant to ease irritations associated with the period. And why wouldn’t a woman want to have her aggravations eliminated, especially after reading three pages of problems associated with PMS? It seems the message is that since there isn’t a menstrual product (outside of drugs) that can ease PMS, at least the period can be eased by this tampon.
Some months ago we published a piece titled “Menstrual Sex: the Last Taboo in Advertising?” It was an analysis of a magazine ad for Softcups, a disposable menstrual collection cup, and it generated some interesting feedback. Some reader took exception to the analysis, pointing out that the device and the add didn’t actually deal with menstrual sex since its purpose was to create a situation that eliminated any need to actually encounter menstrual fluids and therefore not having to deal with any of the social or psychological taboos nor with any aesthetic reservations the parties might have about having sex during the period.
The tag line for the earlier ad was, “12 hour leak protection so you can sleep. Or not.” And it showed the legs of a couple lying on top of each other with the women on top glimpsed through an open door, creating a voyeuristic sense of witnessing a private, erotic encounter. The companion ad uses a similar approach, this time revealing a young couple kissing and holding hands seen through a narrow opening in a pair of thick curtains. They are back lit by a window and might even be thought to be hiding behind the drapes.
The ad is a semiotician’s delight. Everything surrounding the couple reads “old fashioned.” The drapes are dark and tattered; a mantel on the left has a gilded picture frame above it and a small china tea pot on the shelf; to the right is another formal picture frame, floral wall paper and the edge of a deer’s antlers mounted high on the wall; the bottom of the picture fades into darkness. However, at the bottom edge is a box of the Softcup product, angled in such a way as to appear to be emerging from the dark room.
In addition to the headline, “Do everything you would if you didn’t have your period. We’re not just talking about swimming.” The body text drives home the notion that this is a new product for a new generation that is less squeamish about sex during the period than the original occupants of the room: “The next generation of period protection.” It goes on to mention “mess-free sex” and the rest of the copy stresses that the cup will contain the menstrual flow so that you can go about your life just as though you didn’t even have a period.
And, ironically, that’s just what turns the ad into a reaffirmation of the anti-period sex stereotype. Though posing as a hip, new product to appeal to young women who presumably are not hampered by antiquated notions of when in the cycle it is OK to have sex, the ad implies that, just like the long tradition in pad and tampon ads, you can go about your life as though you did not have a period. In other words, it’s another appeal to “keep him from knowing.”