All the advertising and products have been reflected a conventional belief that menstruation is a disgrace. Their concealment is a revealment of our menstrual culture. Today, people would sneer at what Aquina said that woman is “misbegotten male.” However, while women have to hide their menstrual articles every five days a month and all the brands promote their products with exceptional caution in a hush-hush voice, is it not divulging that woman might be an imperfection with something poor innately? In early twentieth century, menstruation was mentioned as “hygienic handicap.” The 1950s Modess advertising campaign “Modess…because…” presented the most clever but formless presentation. (Figure20) The unmentionableness of menstrual products probably made the copywriters speechless. It is the headache of many advertisers, for instance the Canadian Always campaign, they indicated the difficulties of advertising sanitary products because “How do you use television to sell a product you cannot show? You cannot even talk about the product except euphemistically, alluding to how it works using metaphors and visual similes. And it gets worse! You know that vast members of the audience, and even your target market, are uncomfortable with your message – no matter what you say or do.”<21> The emphasis of petite size, sophisticated wrapping, and euphemist instruction and admonishment about leaking or revealing along with convincing promises of protection in the ads, all point out the how much degree of disgrace is being menstruating. <22>In twentieth century America, when a woman should feel free, she must not in her period or at least she hides that truth very well.

And, why even the target market would feel uncomfortable about their inextricable commodity and biologically bodily function, namely menstruation? The authors of the two well-known books about menstruation chose “the curse” as their titles. Delaney, Lupton, and Toth co-authored the pioneer piece about the culture history of menstruation in 1976, The Curse: A Cultural History of Menstruation. The first chapter, they spoke of “the tabooed women.” In 1999, Houppert published another The Curse to confront with the “last unmentionable taboo”—menstruation. All in all, it is a curse, a taboo of the society. The mothers, the TV commercials, the ads in popular magazines, the whispers among teens, and all the menstrual jokes, American grow up in a culture which tell people to be uncomfortable with menstrual stuff. In the process of being modern, hygienic, and civilized, menstrual products reflect our menstrual culture degrades menstruation; besides, the consumer goods as well as the culturally constructed advertising reinforced that menstrual culture mutually. They altogether created the insecurity, fear, and anxiety for women. The insecure worries about leakages and outlines, and the fear of “revealing” the menstrual paraphernalia push them consider choosing the “discreet” products. Both the feelings make women anxious and uncomfortable. The most significant matter is what Finley noticed that some ads propagated the “shame” of menstruation. The advertisement of Pursette in 1974 (Figure19)gave an impression to girls that a girl would/should be seriously embarrassed if someone (especially boys) saw her plain wrapped tampon. And Kotex ad in 1990 even advertised a more excessive one than Pursette. (Figure21) The ad told that it is an extremely intolerable matter if a girl’s handsome classmate found out she is using menstrual stuff. Moreover, if it happened, the girl would definitely change the school—what kind of matter is it? She had to expel herself because a boy knows she is menstruating? This is the taboo existing in our society and tirelessly reminding us the “problem” of being a woman.