The extended curse: being a woman every day.

Inductive analysis of the portrayal of menstruating women in contemporary menstrual product advertisements revealed a profound shift in the meaning of feminine hygiene over the last few decades. The phrase sanitary protection has been replaced by a more euphemistic phrase, feminine hygiene, to refer to menstrual management products. What first appeared to be mere euphemistic substitution, on further analysis, was revealed to involve considerably more than semantics. In the case of panty liners, it was found that the marketing of these specialized products involves the invocation of negative definitions of femaleness and a concomitant subscription to altered definitions of femininity. These altered meanings, conveyed in recent menstrual product advertisements, have serious implications for contemporary women's self-images.