The advertising discourse of menstrual activism in the femcare industry

Meza S.A.G.; Castilla M.H.M. · Proceedings of the 2023 IEEE 3rd International Conference on Advanced Learning Technologies on Education and Research, ICALTER 2023 (2023) · DOI: 10.1109/icalter61411.2023.10372945

Resumen

This research study aims to analyze how Peruvian women perceive the advertising discourse of menstrual activism in the femcare section of the Nosotras brand with the 'Womb Stories' campaign. For this purpose, a qualitative research approach was used through semi-structured in-depth interviews with women aged 25 to 35 who belonged to online communities of feminism, maternity, sexuality and/or activism. As a result, the interviewees mentioned that the use of the advertising discourse of menstrual activism was positive in the category as it allowed to demystify menstruation, empower women, and reduce stigma around their bodies by presenting more real situations of menstruation and other aspects around it. However, brand advertising efforts would not yet be enough with respect to what the movement is seeking. Thus, it is necessary that brands that work with this type of advertising discourse take into account aspects such as the representation of menstruation, the representation of women, the handling of real stories and the use of visual resources that evidences the reality of everything that menstruation entails without falling into the menstrual stigma.

Instituciones: Universidad Peruana de Ciencias Aplicadas