Publication Date

Spring 4-25-2019

School

School of Business

Major

Business Administration; Business: Marketing

Keywords

female hygiene, women, empowered women, advertisement, business communications, semiotics theory, shame theory

Disciplines

Advertising and Promotion Management | Business and Corporate Communications

Abstract

Female hygiene advertisements can be ambiguous due to the intimate nature of menstruation. This can result in a lack of information and invoke the need to hide signals of menstruation. Further, understanding the target audience’s desires and needs is crucial. Just like any other advertisement campaign, the women buying female hygiene products desire to know the benefits of one type over another. Adding an emotive appeal or a creative method to the advertisement is not wrong. This thesis does not suggest for a dull advertisement; however, there is a balance—a campaign designed to care for and inform women while meeting their body’s needs.

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