The Blue Mystery: Why Sanitary Pad Ads Use Blue Liquid in China

In recent years, the use of blue liquid in sanitary pad advertisements has become a norm, raising curiosity among viewers about the reason behind this unusual choice of color. To shed light on this phenomenon, a journalist delved into the history and regulation surrounding sanitary pad advertisements in China.

China's Advertising Association, founded in 2008, has introduced a set of self-discipline rules for advertisements, including advertisements for sanitary pads. These rules, last updated in 2016, clearly state that sanitary pad ads should not use colors that resemble blood in the liquid they depict being absorbed by the pad. The use of blue liquid, therefore, serves as a way to conform to these guidelines and avoid any controversy or potential legal issues.

The main objective of these rules is to ensure that sanitary pad advertisements are truthful, respectful, and do not mislead or offend viewers. Sanitary pads are an essential item for women's hygiene, and the advertisements should focus on the product's features and benefits without resorting to sensationalism or tasteless depictions.

While many argue that the use of red or blood-like liquid in advertisements would be more representative of the actual substance absorbed by sanitary pads, the Chinese Advertising Association's rules prioritize visual comfort and the avoidance of controversy. Blue is considered a clean, calming color, which helps create a more pleasant viewing experience.

Some netizens, however, argue that the use of blue liquid in sanitary pad advertisements might be patronizing and infantilizing towards women. They point out that French sanitary pad advertisements have started replacing blue liquid with red liquid, indicating that a more realistic depiction of the product's function can be achieved without causing offense or controversy.

Others argue that the choice of color in the advertisements does not matter as long as the content remains respectful and does not mislead viewers. They are more concerned with the overall messaging and tone of the advertisements, which they feel should be sensitive and educational, especially when targeting a young female audience.

Some viewers also express concern over the portrayal of women in sanitary pad advertisements, which often show them as carefree, almost dancing with joy while using these products. This depiction is seen as misleading and potentially damaging to young girls, who might be led to believe that periods are something to be happy and excited about.

Despite these concerns, the use of blue liquid in sanitary pad advertisements continues to be the norm in China, as the advertisers adhere to the self-discipline rules set forth by the China Advertising Association. The debate over the appropriateness of using blue liquid may continue, but for now, it appears that sanitary pad advertisements will maintain their current visual aesthetic as they strive to balance respect for women's hygiene needs with the need to adhere to regulatory guidelines.

In conclusion, the choice to use blue liquid in sanitary pad advertisements in China is driven by a set of self-discipline rules established by the China Advertising Association, which prioritize respect for women, truthfulness, and the avoidance of controversy. The debate over the appropriateness of this choice serves as a reminder of the ongoing conversation about the portrayal of women in advertising and the need for sensitivity and accurate representation of their needs and experiences.

(811 words)