Abstract

TARZIBACHI, Eugenia. La protección femenina total creada por Johnson & Johnson: Las primeras publicidades de tampones ob (1977-1981) durante el Proceso de Reorganización Nacional (1976-1983). Mora (B. Aires) [online]. 2017, vol.23, n.1, pp.20-40. ISSN 1853-001X.

In this article I analyze the advertising campaign to install the ob tampon in the Argentine market. I emphasize how this discursive construction capitalized local discourses on total protection against an enemy that resonated strongly with the National Security Doctrine to represent a female body. Ironically, this rhetoric matches the first national advertising campaign for "total feminine protection" through ob tampons (1977-1981), offering one new woman (released) the possibility of simulating the disappearance a somewhat different internal threat.

Keywords : Menstruation; Tampon; Argentina; Women; Dictatorship.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )