ABSTRACT

The menstrual product brand ‘Always’ and its #LikeAGirl campaign has made headlines for being at the forefront of a menstrual liberation, championing female empowerment and gender equality. This paper utilises a visual discourse analysis approach to explore the discursive shifts in ‘Always’ advertisements over the past four decades. Specifically, the question as to how the construction of menstruation has changed over time in the advertising discourse of the ‘Always’ brand is addressed. Three dominant discourses of menstruation are identified: overt threat, uncontrollable and invisible. These discourses function as strong claims to truth as they reach the everyday life of female consumers playing a pivotal role in their creation of meaning.

摘要

月经产品品牌“ Always”及其“ LikeAGirl”广告系列已成为登月经的最前沿，倡导增强女性权能和性别平等的头条新闻。本文采用可视化话语分析方法来探讨“始终”广告在过去四十年中的话语变化。具体而言，针对“永远”品牌的广告语中月经的结构如何随时间变化的问题进行了探讨。确定了三种主要的月经话语：明显的威胁，无法控制的和看不见的。这些话语成为对真理的有力主张，因为它们进入了女性消费者的日常生活中，而女性消费者在其意义的创造中起着关键作用。