In 1985, a significant cultural shift occurred when the term "period" was used on television for the first time in reference to menstruation. This moment marked a change in how menstruation was discussed publicly and portrayed in media. The landmark event was led by actress Courteney Cox in a commercial for Tampax. Cox's straightforward use of the word "period" was a pivotal moment in advertising and societal acceptance. Prior to this, menstruation had been a topic shrouded in euphemisms and indirect language, largely considered taboo and seldom discussed in such a public, straightforward manner.
The commercial itself, beyond featuring Cox, was revolutionary in its approach. It presented menstruation as a normal and natural part of a woman's life, challenging the existing norms and perceptions around discussing women's health issues openly. By calling the biological process by its name, without shame or hesitation, it helped to destigmatize periods, encouraging a more open conversation about women's health.
This turning point came during a decade of significant change for women in various spheres including work, politics, and media. The choice to address menstruation openly aligned with broader movements towards gender equality and women's liberation. It mirrored growing societal acceptance that women's health issues should not be hidden away or cloaked in secrecy but should be acknowledged and discussed openly.
The impact of this advertisement was far-reaching, influencing not only how menstrual products were marketed in the years that followed but also how society approached women's health more broadly. It was a step towards demystifying menstruation, providing young girls and women with more dignity and comfort in discussing their bodies. The dialogue initiated by that 1985 Tampax commercial has evolved into ongoing discussions about gender, health, and rights, underlining the importance of media representation in shaping societal standards and expectations.
