Have A Happy What?!

Men have had a lot to say about menstruation since pretty much the beginning of time, or at least written history.  Aristotle talked about it, and so did many men ever since.  Pathologizing menstruation has served to place social controls on women in terms of what they were capable of and what they could or should do.  Similar controls are in place with other aspects of women's reproductive capabilities too, especially around pregnancy and breast feeding.  Go see this fantastic rant about the newest epidemic that's hitting the news--transfats.  I was going to write about this, but Philoillogica did such a great job, that mine would pale in comparison.

Some examples of social control resulting from male ideas about menstruation?  Well, how about limiting what women could do while having her period.  Which it would seem included just about everything--physical activity, swimming, shopping, dancing, generally being in public.  Menstruation was an illness that limited a woman's capabilities to be like men, so when they had their periods, they should just bow out of society for a bit.  Because, well, they are clearly inferior. 

I think I might have mentioned Gloria Steinhem's witty piece which shows how maligned menstruation is in Western society (I bet other places too, but I can't say for sure).  Which is why this ad campaign by Always gives me worse cramps than I've ever had being on the rag. 

Sure, it's nice they are trying to get women to celebrate their fertility (or the lucky fact they avoided expressing their fertility through pregnancy, depending on what your goals are).  But this is NOT the way to do it.

Yup, Always* is telling women to do exactly what men since Aristotle have been telling women.  You're obviously weak and irrational.  A bitch on the rag.  You need some time off to bow out of the demands of big bad masculine life.  Go paint your toenails and eat some chocolate because you couldn't possibly be teaching a class or passing legislation or comanding armies or doing surgery when you're menstruating.  I mean, you might cry or shout or express discomfort and well, we couldn't have that.  So go buy yourself something pretty, or have a bubble bath and just be a girl.  (Insert gagging noise here).

Oh, and don't forget to mail your friends Have a Happy Period Cards.  Spread the news that menstruation is still viewed as a deficiency in women.  I wonder what a card that said that would look like.

***

*And what the fuck is with the brand name Always.  I might have a lot to say about men's representations of menstruation, but I don't get all giddy about having my period.  And I certainly don't want it ALWAYS.  There's something so infinite about that name that makes me shudder. 

Comments

[Kat]

Hmm. You sound bitchy and irrational. Better have some chocolate. Want me to paint your toenails?

[Kathy]

Golly, I'd better go shopping since my brain cells done left my head along with all that there period stuff and all.

[Anna]

I hate the Always commercials we get on TV over here, the woman doing the voiceover always sounds so condescending that it drives me mad... Plus the chemicals, super absorbers and bleach keeps me away from the uncomfortable, wasteful and expensive things... They also seem to suggest that you smell when you have your period and in general which is why you need to wear a pantyliner ALL THE TIME (like that's natural at all) or you won't be 'fresh'. Personally I have better things to do than contemplate how 'fresh' I might be!

I agree totally at how screwed society's view of periods are, but I'd still take a week off each month to stay in my house, eat junk and read and knit! ;o)

[Dani]

Well. Put.

[Pumpkinmama]

Great rants - thanks for the links. Its all bullshit. I did some of my most difficult work in months this week, all while I was prementrual and/or on the rag.

[kelly]

There is a huge billboard at Yonge and Bloor (in Toronto) with that damned Always advert on it. Ive been growling (sorry, being assertive) at it for weeks now.

As for silly mentruation advertising, this one is right up there with Tampax' "Being a girl rocks!" comapaign.

[Samantha]

I hadn't seen that ad for Always ... How typical. A man must have written it.

I had my period last week, and now I feel bad because I didn't paint my toe nails or go shopping. *rolleyes*

[linda]

Have you read The Red Tent? Excellent book--goes along with what you are talking about

[Theresa]

Believe it or not, you can also find these little slogans advertised on the El here in Chicago.

I totally agree with your assessment. It makes me crazy to see all the "rules" that go along with pregnancy and one's period. What's even more amazing, though, is that women let other people tell them how to feel or what to do instead of listening to their own feelings and instincts.

[juno]

I went to a girls' boarding school; the infirmary was an enormous building compared to the size of the student body. We never really thought about it - what's one more anachronism in an anachronistic place? But when they turned that huge place into a dorm and built a small and tidy infirmary more suitable to the present needs of the campus, a story made the rounds that a closet was discovered full of individual tea sets. For when you had your period. And went to the nurse for the week.

And suddenly the size of the building - 20 or more beds for a student body of fewer than 400 - made sense.

We were all disgusted and outraged right down to our feminist, intellectual, pink-painted toenails. But I've been thinking about that recently - some of it is patriarchal control, for sure, keeping the irrational bleeding ones out of the way, but some of it is, not practicality exactly, but convenience.

You may despise the Always adds - I do too - but we have super tampons, and menstrual cups, and period managing 3 cycle birth control pills - and if you don't like the scented implications that you always - there's your brand name - need to be minty fresh down there, you can still find a better than reasonable substitute at Whole Foods - organic, unbleached, but still *way* more effective than what was around even 15 years ago.

In prior generations, withdrawing for a few days when there were only towels, or the earliest forms of disposable protection may have been the only real alternative to bleeding on everything you came into contact with.

I am more emotional, gloomier, stupider and chocolate craving at certain times of the month -usually before rather than during - and if someone had offered me a comfortable bed in a ward with tea, quiet and a book, I'd have taken it like a shot and not considered myself the weaker for it.

The difference being that I - and most other women - know that it is a temporary state and one that can mostly be ignored or worked around if required and others - men, traditionalists, reactionaries, whomever - may want to use it as a tool to create a gender class that is defined as containing less capable creatures.

[Sara]

Well darn, I guess this also means I can't have chocolate or be bitchy any *other* time of the month. Who knew I was supposed to be a saint 3 weeks out of the month? *laughs*

[Steph]

Juno, you are absolutely right. A few days off a month to relax would be divine.

The big problem is that our culture sees that idea of having a sunshine day a moral failing on the part of the person who takes the time off. You can't be a "player" or a mover and shaker if you take time to nurture yourself whether those days coincide with your period or not.

What man or woman wouldn't like that time? So why the hell don't we have it.

Of course, I'm writing this from home. My job gives me the luxury of deciding when and where I work (most of the time) so today I'm in my handknits, drinking tea, coding data and doing laundry with the occasional knit break. It revitalizes me and allows me to work better when I'm back in the classroom or the office. Too bad everyone couldn't have days like this.

Now where is my tea set?

[Jessica]

That Always website is nuts. I give them a tiny bit of credit for trying to turn the direction of advertising of feminine hygiene products from deadly serious and ashamed to light-hearted and silly.

[Kel]

Have a happy period... how Stepfordian! (Can I have my chocolate and cuppa now? It's time for my pedicure and lie-down!)

[Rachel]

In my personal opinion is that if men had to go through the sheer physical discomfort that comes with your period, we would have 24-30 paid sick days a year.

Also, the media seems to think that "hormonal moods" are fodder for easy jokes. I say that most women (if not all, but I don't want to generalize) would rather not have to experience the emotional upheavel caused monthly, or for nine months of pregnaces, or throught the change of life. Really, I try hard to not let my hormones dictate how my day is going, but I wish I didn't have to worry about it.

[Norma]

Oh.my.god. That is just pissing me off. (and making me laugh at the same time)

[Heather]

Forget the toenail painting. Let's go bleed on them. This kind of crap is one of the many reasons I switched to Lunapads.

[Julia]

Amen! Knitting and feminism go hand in hand beautifully. ;) It's plain 'ol cotton wad, no applicator, OB's for me...

[Ariel]

Hey, I found your blog in the knitting blog world and have added it to my blogline, and my affiliates page. You don't have to add my link back or anything, just thought you'd like to know! :)

You're listed on my site here, by the way!

http://adverse-ariel.com/affili8/

[stephanie]

Thank goodness that men are so completely reliable and consistent, day to day, week to week, month to month.
I'm glad they have so much more money and social power than we do.

(Have you ever wished there was a sarcasm font?)

[M-H]

About transfasts, I always resisted margarine - apart from the fact that I love the taste of (good NZ) butter, I just couldn't figure why something manufactured with chemicals could be better for you than something that came pretty much straight from the farm. Seems I was right.

[Nathania]

Not sure if that ad makes me want to laugh or cry. I swear, I'm gonna start wishing all my friends, "Happy Period!"

[fillyjonk]

And while we're at it, what about the "pathologiziation" of menopause? One of the things I remember making my mother the angriest was the implication that, unless she took hormones after she stopped cycling, she'd somehow dry up and blow away, or instantly turn into a crone (as if that were such a bad thing...). She managed without meds (granted, for her it seemed easier than some other women I've known) and has constantly refused the suggestion that she take some kind of chemical "therapy" to slow down her aging...she's almost 70, in fantastic health, and very active, totally the reverse of what some doctors implied would happen to her if she refused pharmacological intervention.

Also, one of the things that makes me angriest - and I have calmly apprised certain men in my life of this - is the suggestion that if a woman is angry or upset, it is somehow hormonal. Because most of the time when I'm angry? It's because there's some real wrong or injustice going on that needs to be fixed, and telling me I'm overreacting because I have a womb is only going to make me hate you.

And at any rate, I'm smart enough and clued-in enough to know the source of my moods, I don't need some external person to suggest where they're coming from. (And anyone who suggests where my moods are coming from? I know where that person can go...)

[Em]

God, I love reading your analyses and then everyone's comments to them.

I noticed a long time ago that my period coincided with a surge in my writing--words would come easier and the whole process would be synergized so beautifully.

I firmly believe that the industrialized world would be a much happier place were there heavy advertising for products to reduce the "not-so-fresh" feeling for MEN. I think you know what I'm saying.

[Annie]

The reason Always made this ad is because many women, when on their period, insist on using it as an excuse for their less than perfect moods--God forbid they feel mediocre some of the time! I'm as much of a feminist as you all are, but don't blame the men for this one. This is solely women's work, for announcing to the world, "I'm on my period, don't mess with me!" Instead of seeing it as a once-a-month occurance--just like birthdays happen once a year, and dinner is a once-a-day meal--we use it as a stepping stone to get us from good mood to bad mood in a matter of seconds, or worse yet, as a soap box so that we can preach the pains of the period to all those damn men who for some reason have no idea what a period feels like. Why settle for sad when you can be bitchy...after all, you're on your period.

[Michael]

Over the years, marketing professional have tried everything to make their feminine hygiene lines the preferred product(s) in the minds of women. Sometimes they hit. Sometimes they miss. And very, very seldom do they realize their efforts have become a joke.

When they do, you get brilliant advertising.

My favorite is the TV spot showing two, bored little brothers who have emptied their piggy banks and are pooling their money when their mother walks in the room and asks what are they doing.

The youngest boy says they're going to buy tampons. Of course the mother is caught completely off guard by her son's response and sheepishly asks why.

As the older son is counting out their pennies, nickels, dimes and quarters he tells his mother that if you buy 'em, you get to ride horses, go snow skiing and play volleyball at the beach. The little brother chimes in, "Yeahhhh!"

The camera cuts to a close up of the mother's face as she almost loses it.

I’m sure there’s a creative team out there working on the rebuttal to “Have a Happy Period” as well.

[Kelly Cheeseman]

I cannot believe this commercial. I used to laugh at the Tampax commercial'Use Tampons Sensibly,' with Brenda Vicaro.

I am disgusted that "Always' thought that any female that posesses the IQ over 30 would think that this was a helpful, uplifting advertisement.

'Have a Happy Period!!!!!' Tell that to a woman of 43, who is well over her child bearing years and can't stand pre-mentstrual and pre-menopausal symtoms all at the same time, who has a period every two weeks!!~!!!!. It takes everything I have not to throw my T.V. out the front window.

'ALWAYS' should be ashamed of themselves for even conceiving(excuse the pun) of such a demeaning and insensitive commerical.

It I were granted one wish, it would be that the the CEO or CFO of 'ALWAYS' who approved this ad (I am sure he is a man, a woman wouldn't be that stupid), could experience at least one 'Happy Period.' Better yet how about 50+ years of them.

[juls]

Wait, wait, wait. What's wrong with pampering yourself a little bit? I think what they're saying is that this time of the month obviously sucks. Not only is is painful, it's an inconvenience. Especially because we're all busy, hard-working women. (Surgeons, lobbyists, mothers, etc.) So why not do "whatever" it takes to make it better.

The symptoms are what they are: cravings, mood swings, cramps, headaches, etc. They're undeniable. To me, Always is merely suggesting ways to alleviate the symptoms. And they picked the more generic ones to make the point obvious to the masses. So you may like a piece of chocolate during your period, but you don't like getting your nails done. Fine. Do whatever you need to do to make it better. Drink some water, down some Advil.

But I think they want you to think the most important step toward having a happier period, is to start with their pads. You can't even think about being remotely happy, if you have a leak. Right?

I for one, find this campaign refreshing for the category. I'm tired of seeing blue liquid demos, white horses, white pants and ladies doing the splits. At least they have a tone of voice.

[big al]

I love this promotion.Everyone who is uptight should get a life!What should Always say--Have an unhappy period?
I wish more of you gals would have a happy period and make life more toleratable for everyone around you.Remember, this is the punishment for eating of the "forbidden fruit" in the Garden of Eden!!
As far as all you women out there that purport to know how men conceive menstrual cycles and menses.And for all you out there that have a pre determined opinion of men in general--fuck off.Go have a happy period!!!
By the way, have another APPLE with that chocolate.

[Al]

I think its wise to promote happy periods. Its good for some women to hear. Lots of women take it as excuse to be as unhappy and to be rude to other people. As a woman, I feel that you should make it as good as it can be despite the cramps and the occasional emotional breakdowns. Just go out and have fun or sit down and do something interesting! If eating chocolate, painting your nails and crying helps in this time of self-exploration then do it! Make it your best period ever!

[Angela]

Huh...just happened along to this posting today and was enjoying a good long read, when I came to the end and saw the last few listings were quite positive towards the ad. Did something change over the past two years? Does anyone other than me still, after 18 months, hold a grudge against Always for coming up with this schlock? Just wondering...

[Lilith]

I for one can't wait for the Proctor and Gamble anal lube commercial : Have a titilating prostate exam!

What a bunch of 'tards. Some looney nutter above said it was our punishment for eating the forbidden fruit. What a peice of crap. Why doesn't Big Al (would that mean obese?) have an effervescent bout of erectile disfuntion. Total crack pot. The person who wrote that add should die....horribly.