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Decoding Sex in the Media: Tampon Commercial Weirdness

I’ve noticed recently that, of all the hygiene product advertisements—ads for deodorant, toilet paper, diapers, soap, tissues, etc.—menstrual pad and tampon commercials are by far the weirdest.

Many involve cheerful women in colorful clothes and tampons that bloom and twirl in mid-air. Many demonstrate the effectiveness of pads and panty liners by pouring blue liquid —to represent red menstrual fluid, as if red fluid was somehow unavailable that day —onto the product. Many show random men staring at attractive women—these seem to say “You need our product so that men will still enjoy looking at you while you have your period."

Freakier still, a Russian tampon brand released an ad in which a woman is eaten by a shark because she decides to swim in the ocean with a leaky tampon. Admittedly, I laughed when I watched this, because I know that it is highly unlikely—maybe even impossible—that menstrual blood would attract a shark, but tampon companies certainly shouldn’t perpetuate these typ

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