TY - JOUR
T1 - Construction of Negative Images of Menstruation in Indian TV Commercials
AU - Yagnik, Arpan Shailesh
PY - 2012/8
Y1 - 2012/8
N2 - Menstruation is a perfectly normal physiological process; however, it is problematized in TV commercials. In the current study, a thematic analysis of 50 Indian TV commercials was conducted to identify the latent themes. Social captivity, restrictions, professional inefficiency, and physical and mental discomfort emerged as major themes after the analysis. The knowledge that manufacturers use such themes for image building and creating a conducive buying environment may prevent the reinforcement of menstrual taboos in Indian society. It can also guide the manufacturers in ideating and creating positive and healthier ways of advertising female hygiene products.
AB - Menstruation is a perfectly normal physiological process; however, it is problematized in TV commercials. In the current study, a thematic analysis of 50 Indian TV commercials was conducted to identify the latent themes. Social captivity, restrictions, professional inefficiency, and physical and mental discomfort emerged as major themes after the analysis. The knowledge that manufacturers use such themes for image building and creating a conducive buying environment may prevent the reinforcement of menstrual taboos in Indian society. It can also guide the manufacturers in ideating and creating positive and healthier ways of advertising female hygiene products.
UR - http://www.scopus.com/inward/record.url?scp=84864711116&partnerID=8YFLogxK
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U2 - 10.1080/07399332.2012.684814
DO - 10.1080/07399332.2012.684814
M3 - Article
C2 - 22827731
AN - SCOPUS:84864711116
SN - 0739-9332
VL - 33
SP - 756
EP - 771
JO - Health Care for Women International
JF - Health Care for Women International
IS - 8
ER -