Sorry for the spoiler! The gaze in the Wacoal commercial below, sent in by Kathe L., dances all over the body of a lovely young woman, focusing especially on the curve of her breast alongside the lace of her bra. She slowly removes her make-up and disrobes, only to reveal a male body underneath. The message? A push-up bra so good it can even give men breasts.
I wonder what y’all think. Does this queer the body? Is there a transgressive identity behind the gaze? Or is it just more gimmicky advertising based on normative expectations? Both?Lisa Wade is a professor of sociology at Occidental College and the co-author of Gender: Ideas, Interactions, Institutions. You can follow her on Twitter and Facebook.