The second discourse I want to unpack is the shame associated with menstruation depicted in the advertisement. The ads assume that being on your period is unhygienic and undesirable, perpetuating the notion that it is socially unacceptable for girls to reveal to others that they are menstruating. This embarrassment from menstruation is further emphasized using blue instead of red to represent menstrual blood. It is disastrous if others can tell you are on period from the blood stain. 

Foucault's concept of power and knowledge provides insight into how this shame is perpetuated. The advertisement utilizes power to create and reinforce knowledge about menstruation as shameful and unclean. By instilling fear in viewers about having a disgusting smell or revealing the "scary" red color associated with menstrual blood, the ad reinforces societal taboos and controls women's bodies by dictating what is acceptable and what is not.

Bobel's article adds more insight into my analysis by highlighting how menstrual products have been designed to hide and mask menstruation, further perpetuating shame (2020, p. 1011). Companies inject scented perfumes into pads to "deodorize" the vagina and focus on absorbency and leak-proof designs. This appropriation of the menstrual experience by corporations reinforces the shame. It serves as a reminder of the need for menstrual activists to avoid such corporate and media manipulation.

Lastly, I want to analyze the discourse's emphasis on the sense of confidence and its implications. The ads portray the expectation for all girls during their period to be as active and confident as any other day, disregarding the fact that menstruation can be a painful and uncomfortable experience for many. This expectation is part of a broader discourse that links productivity and worth to the ability to control one's body and emotions.

Foucault's concept of the docile body provides a valuable lens to understand this discourse. As mentioned previously, the docile body is a body that has been subjected to various techniques of control and discipline to make it worthwhile for the demands of a particular society or institution. The expectation for girls to be confident and productive during their period can be seen as a form of discipline that reinforces the norms of a productive society. Those advertisements convey that those who cannot perform as expected fail to meet the societal standards of productivity and discipline.

However, this discourse ignores the reality that menstruation is a bodily function that affects individuals differently and that pain and discomfort are not a reflection of weakness or lack of discipline. We can embrace a more inclusive and empathetic understanding of menstrual experiences by challenging the norms of productivity and confidence during menstruation.

This analysis of a menstrual product advertisement has revealed several underlying discourses that shape our understanding of menstruation. Those ads reinforce gender norms by depicting menstruation products exclusively for women and featuring only young, attractive women. It perpetuates shame and stigma surrounding menstruation by suggesting that periods are unhygienic and must be concealed. Finally, it promotes the ideal of the "docile body" by encouraging girls to be active and confident during their periods, ignoring that menstruation can be painful and uncomfortable for many.

Through the lens of critical theories, we can see how these discourses are not merely benign marketing strategies but reflect and reinforce existing power structures and social norms. By unpacking and analyzing these discourses, we can begin to challenge and subvert them, leading to a more nuanced and inclusive understanding of menstruation.

It is essential to recognize that these issues extend beyond the realm of advertising and into our everyday lives. By questioning and challenging the assumptions and expectations surrounding menstruation, we can create a more equitable and understanding society for all people, regardless of their menstrual status.