and ridiculous past ads that have shown in the past. These ads have been both parody like in the new commercial of a girl expressing her feelings about her period with clips of past commercials depicting what she is discussing she opens with, “How do I feel about my period? I love it.” Throughout the commercial she sarcastically shares with the viewer that “Usually, by the third day, I really just want to dance,” which then continues and after in text it states, “Why are tampon ads so ridiculous?” This ad to the right is a new ad released this year to promote their new U line from Kotex.
This new line from Kotex is changing the meaning of having a period, what it’s really like, how a woman is feeling, at least in the advertizing world. Women know but now they don’t have to watch an obnoxious ad of a girl twirling in the fields in her white spandex. Who does that on their period?!
This new line, essentially an apology and major correction for past feminine care ads, is a bold new step towards educating, being truthful, and transparent in advertising. On the website, UbyKotex.com, shows viewers anatomically correct pictures, helpful guides, important information for both young and older women, what a period is, and of course… the products.
Media scholars tell us that ads are geared fundamentally to sell. Sell. Sell. Sell. And various ads even demonstrate to us that we can actually purchase happiness and satisfaction by buying their product. This ideology and selling tactic is apparent in most of the past commercials for tampons, illustrating women having the time of their life while on their period, showing that once you have purchased this product your period will be wonderful. Kotex has challenged this ideology through past ads such as their adaption of the universal red dot in 2000, being quite frank and making the word period useable and identifiable to all women worldwide. Media scholars have said in the past that advertising promotes only specific values, geared to private life rather than a globalized message, yet Kotex and leading brands are beginning to change this idea. A need that all women have, though it is quite personal too, is to deal with her menstrual cycle and that is universal. Kotex fits. Period.
So what does this mean for you? Why care? Advertisers have always been tuning into their audiences but perhaps we are beginning to see more humble and honest ads. Kotex has opened its doors to look at this business critically with its audience and consumers. A leading product is also crossing over to teach their consumers and is quite frank which is helpful and shows the consumers that a company can be honest too. Can we expect to see similar honesty from other leading producers? Might this transparency begin to be the norm with other brands and product?
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