Summary: The company HelloFlo has distinguished itself with its innovative marketing of feminine hygiene products, as well as a lively blog and the informative “Ask Dr. Flo” column. This advertisement portrays an adolescent girl who is impatient for the arrival of her first period. At the start, we see her decorating a clean pad with red nail polish. Her mother discovers the pad and pretends that she has been duped. The mother then concocts an extravagant revenge plot in the form of a “First Moon Party,” even though she knows the daughter has yet to have a period. While the advertisement enlists humor to defuse discomfort and embarrassment, the resulting comedy treats male and female characters inequitably and relies upon familiar tropes of conniving girls and devious women. For example, the mother deceives her daughter and exposes her to unwanted attention from men and boys. Grown men do imbecilic things and inspire eye-rolling, while the girl, the supposed protagonist, does something adolescent—after all, she is an adolescent—and suffers punishment. While in the past, a girl might have been daunted by the secrecy and shame surrounding menstruation, here she is discomfited by a denial of privacy, as others take over her rite of passage (one she herself has yet to undergo). The narrative closure comes when the girl admits to her lie and asks whether she will be grounded. Her mother reveals that she has already punished her with the party and then gives her a “period starter kit” as a gift. The advertisement concludes by giving the punchline to a male partygoer who awaits the flow from a sluggish ketchup bottle; he advises another young girl, “Sometimes you just gotta wait.” The ad is framed as a parody, but given the delicate and gendered subject matter, questions arise. How and when can humor dismantle convention? Who is the protagonist? Toward whom is this spot directed? Who is relieved of embarrassment? And to what end? Note that The Sociological Cinema has previously explored how the topic of how menstruation gets handled by the media here and here.
Submitted By: Rose Marie McSweeney