| Summary: | It is commonly known that menstruation which is experienced by women as part
of their biological cycle, often used to exclude their position from the dominant
discourse in society. When the sanitary pad is found, the inclusion upon women�s
position came up as an expectation, exhaled both by the manufacturers and
advertisers. The process of inclusion was supported by a variety of media
including the advertisements presented by the sanitary napkins product, not least
by Kotex as the world's first manufacture of disposable sanitary napkins.
However, behind the process, there are a series of identities that must be fulfilled
by women as a prerequisite for their participation in the discourse in society.
Hence, behind the process of inclusion, exclusion would appear both on self and
identity of women. Using discourse analysis method of social change from
Norman Fairclough, this study will analyze the politics identity of female,
interdiscoursivity inside, and ideology in the Kotex ads from 1920 to 2010.
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