Ad in Glamour Creates a Contradictory Message

The November issue of Glamour features an amusing juxtaposition of editorial content and advertising. On page 48, in “Dos, Don’ts, News & Views,” the mag scolds men for checking out their co-stars’ cleavage on the red carpet:

And inside the back cover, an ad for Vassarette indicates their bra will inspire men to do just that:

(The text reads, “Hope you’re willing to sacrifice a little eye contact.”)

This particular ad sparked a minor disagreement in my house. Here’s what transpired when my husband spotted my copy of Glamour folded open to that page.

Him: Are you going to write about that ad?

Me: Yes. It bothers me. Like men need any more encouragement to stare at women’s chests?

Him: It’s not directed toward men—it’s a magazine, and an ad, for women. I think it’s kind of funny.

Me: Sure, you find it funny because no one’s ever talked to your breasts instead of your face.

Him: Well, what are bras for? To de-emphasize your cleavage?

So I’d love to hear some other opinions. Readers, what’s up with this ad?

Comments

[calixti]

Him: Well, what are bras for? To de-emphasize your cleavage?

No, they're supposed to give support so my E-cup tits don't cause massive backaches or swing around and get in the way in my day-to-day life. Duh.

[Charlene]

Precisely: bras exist to de-emphasize my back pain.

And my nipples, since I'm not totally fond of them saying hello to everyone around.

[D.W.]

I think the ad is for a niche market of a bra -- a "look at me" bra. You can tell the ones that are for those kind of bras, and the ones that are more for support. The latter don't use such sensual lighting and emphasize a lighter, perkier feel.

Charlene is exactly right- it's for a niche of women who WANT men to look at their breasts, perhaps because they feel they don't get enough attention in that area. Whatever the reason, there are a myriad of times and places when a women would want to attract attention to her chest- the ad is not sexist at all. And not contradictory to the photo spread, either- the point of that is that the red carpet is one place where it is NOT cool for a man to be ogling- particularly if you're an A-list star and the person is not your partner.

[katg]

I agree with the others who said that their bras are for supporting their breasts. I'd like to see a guy run around with these things hanging off of them, without any kind of support.
Yes, there is a time when I want my partner to check out my chest. But, even if I am wearing a bra which emphasizes my cleavage, that does not give anyone the right to blatantly stare at it, or to talk to my breasts instead of me.

[Missy]

I personally really really hate to wear bras...I don't know if I'm super sensitive or what, but having my nipples somewhat apparent is a small price to pay for not having burning pain around my breasts for half the day.

That being said, I have a few spectacular push up bras that I wear for date nights...I mean, I'm married--have to do something to keep the spark going. And, I mean, guys are going to look at boobs no matter what kind of bra (or lack of one) is being worn.

That was an awesome post, by the way...Made my morning.

[Jaci]

The ad bothers me, too. Why would women want men to stare at their chest? (Unless they are a stripper and are looking for a good tip?) But, I already have enough cleavage and shop for the "minimizer" rather than a push-up, so maybe I'm not the best person to ask...

My reader recommended your blog! I like it here!

[Jessica Bern]

One option on the poll that you didn't have but that I would have picked would have been how I see the ads but I'm just accustomed, as a woman, to being boiled down to "do I want to F her or don't I".

[One Source Talent]

Straight men will never stop looking at breasts! No matter what type of bra.

But in the settings they showed, the men should show some restraint and focus on something else other than their breasts.

I feel the add does its job, it lets you know that this bra is going to make your breasts look amazing. It is targeted toward women, not men. Just my thoughts!

[JennyME]

I hate to wear bras, but I do have a couple of push-ups for date nights. Or sometimes just to make a dress fit better if it's big on top. I feel like I'm numb to the blatant objectification you see in most ads so it barely registers anymore.

I'm disappointed to see no mention of Glamour's utterly ridiculous 3-D fashion spread in this month's issue.

[nonlineargirl]

What is annoying is that the magazine is saying (via its articles) that it is pro-women's empowerment, but then undermines that message through the ads. The ad itself would be less objectionable if the magazine didn't pretend to have some other view of what should be important to women.

[Kristen]

We took probably an entire semester on this when I did my Women's Studies degree...and that was ten years ago. I haven't been thinking about it as much, but I do have two young daughters and it's going to come up. Advertising, media, objectification, all that. I guess all I can do is to lead by example (and I have to admit, I like my girls to look their best, and by best I mean supported) and to teach my girls to be strong and to think for themselves. I mean, we buy into all this crap, right, or it wouldn't be still being done. That's a terrible sentence, I have a bad cold.

[Héctor Muñoz]

The coincidence of this ad and the editorial is very funny contradiction but I don't find anything wrong with women wanting to look sexy for a man they like, after all men like to look at women, it's just a natural thing which some man have a hard time restraining in public.

[gin]

Is it really so earth-shattering to proclaim that women's mags are filled with skinny white women and that they make women feel bad about their bodies? that's how they sell products, duh. I used to work at a site for teen and young women and the message boards were filled with similarly mundane rants every day. Picking up Marie Claire or Cosmo looking for thoughtful insight on modern womanhood is like attending a hunters convention looking for vegan recipe tips.