Document Type



Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence


Women's and gender studies, Media and socio-cultural communication


The menstrual product brand ‘Always’ and its #LikeAGirl campaign has made headlines for being at the forefront of a menstrual liberation, championing female empowerment and gender equality. This paper utilises a visual discourse analysis approach (Rose, 2016) to explore the discursive shifts in ‘Always’ advertisements over the past four decades. Specifically, the question as to how the construction of menstruation has changed over time in the advertising discourse of the ‘Always’ brand is addressed. Three dominant discourses of menstruation are identified: overt threat, uncontrollable and invisible. These discourses function as strong claims to truth as they reach the everyday life of female consumers playing a pivotal role in their creation of meaning.


Available for download on Friday, October 14, 2022