MENSTRUATION MATTERS

It’s not news that menstrual products are marketed with claims of how well they conceal menstruation. But usually from whom must it be concealed is implied, rather than made explicit. Not so in this new campaign for Whisper in southeast Asia. (Whisper maxi pads are known as Always in the U.S.)

The commercials and associated web sites are all about “Why Men Love Whipser.” Of course, this isn’t the first time men have been shown in menstrual product ads. Readers who grew up in the U.S. in 1970s (as I did) may remember the Midol ad that appears after the cut from teen magazines of the era. And our friend, colleague, and frequent guest contributor David Linton published a study of men in menstrual advertising from 1920-1949.

This ad series does seem a little more explicit than those examples, with the men speaking directly to the camera, and the image of the woman wearing the Whisper pad sitting on the man’s shoulders. Can anyone provide a translation of what is being said? The ad is only partially in English.

Magazine ad for Midol that appeared in American teen magazines, circa 1974.

Magazine ad for Midol that appeared in American teen magazines, circa 1974.

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