Dmitriy T.M. sent in a Chilean ad for menstrual relief pills, posted at Copyranter. The ad plays on the old trope that during their periods, women turn into savage beasts, unrecognizable compared to their normal selves. In this case, menstruating women turn into burly, hairy, enormous Vikings:
Going with the same theme, another ads for the same company depicted a woman as a large Black boxer:
And another includes a Mexican wrestler:
What I find fascinating here is the presentation of menstruation as something that masculinizes women. We’re talking about a biological process unique to women, the foundation of women’s ability to reproduce; if you were a biological essentialist, you could argue that it is, in fact, the essence of womanhood. Yet here, the message is that menstruation steals femininity, temporarily turning women into large, intimidating, unattractive, violent non-women who must be managed and tamed by the men in their lives, with the help of the right medication.