From overt threat to invisible presence: discursive shifts in representations of gender in menstrual product advertising
| Autor: | Rachel Campbell, Valerie Gannon, Olivia Freeman |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
Marketing
Gender equality Advertising and Promotion Management Strategy and Management media_common.quotation_subject 05 social sciences Gender studies Menstrual Product Advertising 0502 economics and business Visual discourse analysis 050211 marketing Psychology Empowerment 050203 business & management Femvertising media_common |
| Zdroj: | Articles |
| ISSN: | 1472-1376 0267-257X |
| DOI: | 10.1080/0267257x.2021.1876752 |
| Popis: | The menstrual product brand ‘Always’ and its #LikeAGirl campaign has made headlines for being at the forefront of a menstrual liberation, championing female empowerment and gender equality. This paper utilises a visual discourse analysis approach (Rose, 2016) to explore the discursive shifts in ‘Always’ advertisements over the past four decades. Specifically, the question as to how the construction of menstruation has changed over time in the advertising discourse of the ‘Always’ brand is addressed. Three dominant discourses of menstruation are identified: overt threat, uncontrollable and invisible. These discourses function as strong claims to truth as they reach the everyday life of female consumers playing a pivotal role in their creation of meaning. |
| Databáze: | OpenAIRE |
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