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Jennifer McShane

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Jennifer McShane

10 binge-worthy royal TV series and films to watch while in lockdown (that aren’t The Crown)
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Jennifer McShane

Image / Editorial

Watch: Women Are Annoyed About This Sexist ?Period-Shaming? Ad


by Jennifer McShane
22nd Aug 2015
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Sexism is something that the women of today are facing more than ever. Countless public figures have spoken out against it, and said that people and companies alike should be uniting to see that women are treated and portrayed fairly.

Well, one company in Australia have ignored this completely, and done nothing but reinforce a sexist stereotype with their latest ad for sanitary hygiene. A new advert from Australian company Unicharm has incurred the wrath of the Internet, attracting accusations of fat-shaming and period-shaming from almost everyone who has seen it.

The commercial, called Ugh Moments, sees menstrual products brand Sofy BeFresh promote their new sanitary pads as the perfect antidote for the gross feelings you get when you’re on your period. The woman has an alter ego, to represent that ?ugh? feeling. Alter-ego Ugh turns up when she gets her period. This part is fine, periods can affect women in many different ways, but the issue with the ad is that it reinforces a stereotype that all women are grumpy, antisocial and pine for a man during this time. Viewers have also accused the creators of ?fat-shaming? women, as the alter ego appears heavier. The ad has now gone viral, for all the wrong reasons.

It’s a pretty dire ad, which you can watch above.

We think this is probably the worst way to try and get your target audience to buy your product.

Do you think it re-enforces a stereotype or should we see the funny side of it?