Publication Date

Spring 4-25-2019


School of Business


Business Administration; Business: Marketing


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


Advertising and Promotion Management | Business and Corporate Communications


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.