Madison Avenue has always had a difficult time talking about what takes place within a woman’s body, as evidenced by decades of euphemistically evasive advertising for menstrual products.

Recently, though, reflecting changes in societal attitudes, there has been more of a willingness among marketers to tackle such topics. Often, humor is a significant part of the approach to dispel whatever concerns there might be that sensitive subjects are being commercialized.

The concept of aiming milk ads about PMS at women by aiming them at men is “something we’ve done as a campaign five, six times, in general media and in Hispanic media,” says Steve James, executive director of the milk board, based in San Clemente, Calif.

Read the entire article at The New York Times.

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