National Cleavage Day – Advertisers plumb new depths
Ok, so here’s the thing. This “National” Day is a marketing campaign sponsored by Wonderbra in order to sell more bras. Fact.
At the risk of sounding like a hatched faced man-hating feminist kiljoy I really think that it is an absolute disgrace, and here’s why:
Given the appalling statistics of woman abuse in this country ( I believe a woman is KILLED by an abusive partner every SIX hours and a woman is R APED every 45 seconds – never mind the common and garden variety abuse that is experienced on a daily basis) don’t you think that its just plain wrong for advertisers to use the word “national” to describe a day that is about breast size and sexuality.
Anyone with even the most passing knowledge of gender politics knows that woman abuse is inextricably linked to sexual politics and in particular the sexual objectification of woman. These are not just feminist buzzwords but very real sociological problems. Women have spent decades trying to get society (which includes men and women) to view them as full human beings not second class citizens to be used and abused at will.
To quote from the wonderbra website:
National Cleavage Day is an annual event proudly brought to you every year by Wonderbra. The day is sure to produce its share of proud displays of womanhood, smiles and wholesome fun. So ladies, dare to bare your assets in your favourite Wonderbra and participate in this festive call to all women.”
[this “festive call” has been given LOADS of airtime on both 5FM and EastCoast Radio]
Aside from the rather hackneyed “get em out for the lads” type of nudge-nudge wink-wink writing I really really object to the use of the word “national”. This somehow puts a cyncial marketing campaign to sell more bras on the same level as National Womens Day, Childrens’ day etc
I do not live in the Wonderbra “nation” – I live in a nation where women are still struggling to be recognised as human beings – not just chattels and it is this same nation that has expressly rejected sexism and any other form of discrimination.
The whole campaign – stereotypical and lame as it may be – offends me on just about every level. I am not a prude nor am I ashamed of my sexuality but to be perfectly frank I totally resent the implication that my “proud displays of womenhood” could EVER found wrapped in in pieces of over-priced lace and foam under my shirt.
And to those of you who are thinking to yourself “oh what’s she getting so steamed about – it’s just a bit of harmless fun” have a look at those rape and murder statistics and think again.
I would really like to hear your opinions as I am very seriously considering making a formal complaint to the advertising standards authority. The campaign has irked me year after year and now I feel it is time to take a stand. (the fact that I work with survivors of abuse on a daily basis has probably sensitised me a bit more to this issue).
looking forward to hearing your opinions.
