Bras ‘N’ Things, Tits ‘N’ Arse: Exactly Who Is This Advertising Appealing To?
Posted by Clem Bastow on July 14, 2008
Flipping through a Cosmo from a few months back in the toilet (because that’s where it belongs), my eyes were continually assaulted by the “boooiiing!”-esque campaigns for Bras’N’Things’ “Intimate Secret” range of seamless, well, bras and things. Haven’t seen it? Here’s a sampling:
Am I the only woman who feels this is a bit, how you say, in your face? I appreciate that bra advertising by its very nature needs to feature bosoms, but does it have to be done in such a lad’s mag way? The whole spread legs/arse out/boobs up thing, I dunno, if anything it makes me feel pressured, not enticed to purchase. And while I don’t have the time right now to discuss the obvious trickledown effect of the Victoria’s Secret campaigns (feel free to take over in the comments), is it naïve of me to think that bra advertising should appeal to women first, men second?
I mean, I haven’t tried the Intimate Secret range, but I own a few bras from the range that inspired it (the Kayser Very Smooth bras) and they are very comfortable, durable and come in a range of kicky colours – albeit with no noticeable power-babe functionality, despite what the ads would imply (they should print a ‘serving suggestion’ on the labels).
Ads like this reinforce the idea that lingerie is solely something you wear to turn on dudes, not something you wear (as they keep trying to tell us in Cleo and Co.) for your own comfort, pleasure and expression. I’ve taken to wearing sports bras lately, not because I really need the support (A Cups of the world unite!), but because they make me feel like an action hero. Which may sound unspeakably dumb to some, but I’d rather feel like I had Ripley hiding under my t-shirt than Girls Gone Wild.
(It’s probably no coincidence, regarding my sartorial choice, that sports bras are also generally advertised with far less ‘tits ‘n’ arse blast’ angle, too.)
In the end the thing that puzzles me most about male-gaze-geared bra advertising is that you’d think, given the old clichés about men having no idea – bless ’em! – about how to shop for their girlfriends and wives when it comes to lingerie (you know, apart from pulling the hilarious old “Well, she’s about as big as you” move on the shop assistant), that pitching smalls advertising more or less squarely at men is a pointless exercise. But I guess I was wrong.
This entry was posted on July 14, 2008 at 9:50 am and is filed under body image, Fashion, Watching The Ad Breaks. Tagged: advertising, boobs, lingerie, objectification, sexism. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.