“Boobs in low-cut shirts, boobs in sports bras, boobs in showers and boobs in a baby’s mouth. It’s these sorts of images that make up the latest overtly sexy breast cancer public service announcement.
The ad, created by Chilean agency Lowe Porta, Santiago, places the focus on the chests of the women featured, rather than on the women themselves. In fact, you see a whole lot of boobs in this advertisement, but not one face. After a montage of breast close-ups, the PSA displays its tagline: “Si tanto nos gustan, deberiamos cuidarlas. Incentiva a mujer a hacerse un examen de mamas.” Translation? “If we like them so much, we should take care of them. Make a woman get a breast exam.”
But not everyone is convinced that this PSA will actually accomplish its stated goal. BuzzFeed’s Copyranter writes: “So, the spot is targeting men. Fine. What do you think the number of male viewers who jerk off to the ad will be compared to the number of male viewers who actually ask a woman to get a breast exam?”* Most straight men can agree that they like breasts. But will the commercial be effective in making them do anything about breast cancer? How would an ad like this make a woman who has been forced to have a mastectomy feel, knowing she no longer has her apparently highly-valued breasts? Cenk Uygur and Ana Kasparian break the story down.

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This entry was posted on January 4, 2013 at 5:50 am and is filed under Film & TV, News. You can follow any responses to this entry through the RSS 2.0 feed.