Monday, 18 October 2010

Post Feminism and Popular culture- Wonderbra advertisement


"The Wonderbra advert showing the model Eva Herzigova looking down admiringly at her substantial cleavage enhanced by the lacy pyrotechnics of the Wonderbra, was through the mid-1990s positioned in major high street locations in the UK on full size billboards".

"...composition of the image had such a textbook “sexist ad” dimension that one could be forgiven for supposing some familiarity with both cultural studies and with feminist critiques of advertising(Judith Williamson 1987)".

"...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 those debates in film theory about women as the object of the gaze (Laura Mulvey 1975) and even with female desire (Rosalind Coward 1984; Teresa de Lauretis 1988)."

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