• Encapsulates a new idea of femininity?• Post feminism?• Wearer of the bra is confident in her sexuality and actively soliciting ‘boys’• But her confidence is reliant on the display of her breasts• “… taking feminism into account by showing it to be a thing of the past, by provocatively ‘enacting sexism’ while at the same time playing with the debates in film theory about women being the object of the gaze and even female desire.” McRobbie, 1996
A self-contained female, in noneed of man…or …sexual exploitation?
A self-contained female, in no need of man… or …sexual exploitation?• ‘Advertisers feel that they • ‘Sophie Dahl’s body is… have to shock to be available for reading as an memorable to be emblem of liberation, fun, effective[…]. People are so self pleasure and pride, not used to these images they only within an older no longer see or react to libertarian tradition which sexism. But when such celebrates porn, but also for intimate scenes are a much wider readership for exhibited in public, it which sexy images have threatens everyone, not just become the currency of the women.’ day.’(Florence Montreynaud, Chiennes de (Feona Atwood, quoted in Gill, 2007) Garde, 2000)
A self-contained female, in noneed of man…or …sexual exploitation?• Depends on context in which the ad is read / seen: – women’s mag… 2nd view more likely – Men’s mag … women more likely to adopt the first view… – … and male readers likely to view the image with lust