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, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.