Truth and Tampons

We’ve all seen them—those annoying “feminine hygiene” commercials, and we know the usual MO. These commercials are aimed a very specific audience: young, middle class females. And a lot of times they are quite effective. The interesting thing, though, is that the “generic” tampon or pad ad is pretty formulated; they are all deceptively similar. Girls, you know what I’m talking about, and boys, you’ll see what I mean once you start actually paying attention (and believe me, you will). But there is a new line of “girl products” on the market, U by Kotex, and have shaken up the tampon market, if you will. Not only is the product presented in a hip and fun way (“Look, the brand is simply the letter ‘U’! How hip!”)—with a cool name and chic black and neon color packaging, the commercials for U by Kotex are breaking the tampon commercial norm. And they way they are doing it is by exposing and making fun of the typical feminine hygiene product ad. Take a look for yourself.

First, watch this. It’s one of the more “out-there” commercials, but it demonstrates the general idea:

http://www.youtube.com/watch?v=r-4APMv2QKo&feature=related

Now watch this U by Kotex commercial. This commercial features a young woman sarcastically taking about her period, describing that attitudes seen in most other tampon ads:

http://www.youtube.com/watch?v=lpypeLL1dAs&NR=1

Finally, this commercial for U by Kotex “exposes” tampon commercials. I think this demonstrates rhetoric at it’s finest:

http://www.youtube.com/watch?v=QOM4AMV050A

Now, do you think that these mocking commercials are more effective than the other ones? They seem to have some element of “We’re being honest with you, so you should by our product,” but this is still a rhetorical technique. Girls, would you try U by Kotex? Why or why not? What other techniques are these advertisements using?