It’s good to know we’re in the 21st century. An era where we’ve learnt to be respectful of individuals, what they are and who they want to be. Where exploitation is not tolerated and men and women stand shoulder to shoulder – equal. Isn’t that right Eurostar? I see you nodding. THEN WHAT’S WITH THE BOOBS IN YOUR LATEST AD CAMPAIGN?
(Apologies all for the poor quality of the photo. It was taken on a train – me, a sole woman in a carriage full of men, trying to take a photo of some woman’s breasts without anyone noticing. People have been thrown off trains for such offences.)
Eurostar have recently launched a campaign (I admit, a cleverish one) which, as their press release states, “From cricket to the Little Black Dress, … highlights things that are considered to be iconically British but which actually originated in France or Belgium.” You’d be forgiven for thinking that the advert featured here therefore suggests that breasts originated in France. In fact, the reference point is the bra but, let’s be honest, who noticed the bra with those fellas vying for your attention?
And so in the 21st century where on one hand we’re worrying about why there aren’t more women in top jobs, on the other we’re still using near-naked babes to sell products. I should change that to read near-naked boobs, after all the woman around them clearly isn’t all that important. We don’t see her head (what’s the point, there’s probably nothing in it anyway) or the rest of her body (so we’ll never know if she’s actually carrying a briefcase and is simply in the process of getting dressed for her job as CEO of a FTSE 100 company, snapped accidentally by her stay-at-home-dad husband who is getting ready for the school run).
Ah, the humble breast. There are few topics that can excite such debate. Should we keep them in? Should we get them out? (Perhaps keep one in and one out at all times to cover any social situation. This should give you plenty of time to assess the tone of the room and be half ready either way.) If women get them out to breastfeed in public they run the risk of upsetting the bloke on the next table even though they’re doing the most natural thing in the world (what breasts were made for). That same bloke will turn back to his table in disgust, flip open his newspaper at page 3 and ogle the bums and tits unashamedly.
As a society (cue broad sweeping statement), we’re obsessed with boobs as sexual beasts. Arguably, this can be empowering for women. I tell you what though, if the only way I can truly feel and be powerful is by being objectified into one huge boob then I’d rather my chest was as flat as a pancake. I don’t imagine that Hilary Devey’s current television series Women at the Top is going to conclude that women bring something different to the boardroom and that that something different is simply their breasts.