"Representation, Empowerment and Emotional Appeals in Sanitary Napkin Advertising: A PRISMA-Based Systematic Literature Review"

SEJAL MAYURKUMAR VAGHELA; NIDHI YADAV

doi:10.36948/ijfmr.2026.v08i04.83746

"Representation, Empowerment and Emotional Appeals in Sanitary Napkin Advertising: A PRISMA-Based Systematic Literature Review"

Author(s)	Ms. SEJAL MAYURKUMAR VAGHELA, Dr. NIDHI YADAV
Country	India
Abstract	The sanitary napkin industry has increasingly adopted emotional marketing strategies that extend beyond product functionality to address themes of empowerment, confidence, femininity, and social inclusion. Simultaneously, menstrual hygiene advertising has evolved from portraying menstruation as a hidden and stigmatized phenomenon to presenting narratives cantered on confidence, freedom, and self-expression. Despite the growing body of literature on menstrual product advertising, research findings remain fragmented across themes of representation, stigma, consumer perception, and emotional appeals. Therefore, this study conducts a Systematic Literature Review (SLR) using the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework to synthesize existing knowledge on representation, empowerment, and emotional appeals in sanitary napkin advertising. A total of 18 relevant studies published between 2013 and 2025 were reviewed and analyzed. The findings reveal four dominant themes: (1) emotional marketing strategies in sanitary napkin advertising, (2) menstrual representation and media narratives, (3) women’s self-perception, confidence, and femininity, and (4) consumer perception and product adoption. The review indicates that contemporary advertisements increasingly employ empowerment-oriented messages; however, many continue to reinforce idealized representations of femininity and social norms. The findings further suggest that emotional appeals such as confidence, protection, freedom, and self-expression significantly influence consumer attitudes toward menstrual hygiene products. The review identifies a significant research gap regarding the empirical examination of how emotional marketing influences women’s self-perception, confidence, and femininity, particularly within emerging economies and regional contexts. The study contributes to the literature by providing a consolidated understanding of emotional marketing practices in sanitary napkin advertising and proposing directions for future research.
Keywords	Emotional Marketing, Sanitary Napkin Advertising, Menstrual Representation, Empowerment, Women’s Confidence, Femininity, Consumer Perception, PRISMA, Systematic Literature Review
Field	Business Administration
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-08-04
DOI	https://doi.org/10.36948/ijfmr.2026.v08i04.83746

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"Representation, Empowerment and Emotional Appeals in Sanitary Napkin Advertising: A PRISMA-Based Systematic Literature Review"

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