Female consumer view on menstrual stigma in advertising of menstrual products

This bachelor's thesis deals with the perspective of female consumers on menstrual stigma in advertisements for menstrual products. Firstly, it focuses on how the view of menstruation was changed throughout history and how it formed period stigma. It describes how the advertising world worked with menstrual stigma from the beginning of the 20th century to the present day and how the view of menstruation is shaped today. It deals with the so-called #periodpositive phenomenon, which has been reflected in social discourse and advertising communication for several years, and analyzes several advertisements that were created with the intention of de- tabooing menstruation. Last but not least, part of the theoretical work focuses on the impact of the stigmatization of menstruation on the consumers themselves. The subject of the research part is to understand how Czech female consumers perceive menstrual stigma and how they approach current advertising communication for menstrual products. The thesis examines whether the view of female consumers on the issue differs depending on their age. The method of quantitative collection of data was used for the research.