Women Don’t Bleed Blue (Even Yalies and Members of the Social Register)

Several years ago, Ann Bartow blogged here about U.S. advertisers’ first use of a “red dot” to illustrate blood on a menstrual hygiene pad.

According to this article in the Scottish Daily Mail, an ad for Bodyform in the U.K. is drawing controversy for using red liquid — instead of the customary blue — to illustrate the pad’s absorbency. The ad uses the hashtag #bloodnormal and features a man buying menstrual hygiene products, a woman floating on a white pad-shaped mattress in a swimming pool, and woman in a shower with blood flowing down her legs.

The ad has been called “disgusting” by one person but “groundbreaking” by none other that Cosmo magazine (itself at the forefront of the menstrual equity movement, joining with Jennifer Weiss-Wolf to promote an on-line petition against the tampon tax).

I’m all for #bloodnormal, but in, say, a diaper commercial, I wouldn’t want to see yellow or brown stand-ins for a baby’s digestive output. Hypocritical? Probably.

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