The original Wonderbra advert featuring supermodel Eva Herzigova."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."
"The 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)."
"It was, in a sense, 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)."
The advert gives a negative representation of women as this is emphasised through the use of the females body language and facial expression, which indicates that it’s appealing to the ''male gaze'' (Laura Malvey), The text on the advert “Hello Boys” reinforces the fact that once again the advert is targeted at the male audience. This can also refer back to the ‘scopophilia’ fact, this means that a finding of pleasure in looking at other people as ‘Objects’. However that the same it’s is could give out a positive representation as its shows that the Wonderbra can make women feel feminine, sexy, confident and as happy as the women in the advert, as this appeals to the female audience.
Wonderbra: Chelsea skipper John Terry's wife Toni has recreated the famous Eva Herzigova Wonderbra advert for a breast cancer charity campaign. Post-Feminism & Popular Culture Link:
http://weblearn.ox.ac.uk/site/human/women/students/biblio/historiog/McRobbie%20-%20postfeminism.pdf
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