An interesting trend in advertising for women's products lately seems to be encouraging the consumers to be happy with who they are: Dove's Campaign For Real Beauty has its models plastered all over Singapore, while Always sanitary pads in the US now has a "Be Happy With Your Period" campaign. I guess ultimately it's still firms trying to sell things to people, but it does seem to be a step up from "make people feel bad so they feel a need to buy the product".
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And because overall it's still about buying something--chocolate, cosmetics, going to the mall--to make yourself feel better. It suggests that women look outside themselves for comfort/pleasure/contentment (not to mention playing into tired stereotypes about female behavior), where the Dove ads have women turning inward and being their own heroes.
A "mantra" that said something like, this is the time of month you can go for a long hike by yourself if you want, that I could get behind. Something that wasn't either about spending money or behaving in a 'girly' fashion.