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Tuesday, August 25, 2009

Breast Implications #12: Political Breasts

The other day I found this post on Sociological Images about the use of breasts in political ads in Germany. The CDU party of Germany has been running this ad:

This ad features two women from the CDU party: Vera Lengsefeld (right) and Angela Merkel (left). Both women are wearing rather low cut tops/dresses. The text on the left, over the picture of Merkel, reads "We have more to offer."

By choosing pictures of these two women in low cut tops and using the phrase "We have more to offer" (and I'm sure it was purposeful), the ad is drawing attention to these women's breasts as their one feature to offer that is distinctive. They have more to offer because they have breasts.

It's really interesting to me that the CDU would use these women's breasts to an asset where as Hillary Clinton was criticized to no end for showing the slightest amoung of cleavage. Oh my god! Hillary Clinton has breasts! She is obviously not equipped to handle being president. It's not just that breasts unqualify a person for being president, but focusing on her cleavage in news reports is a way of silencing her intelligence and qualifications for the presidency.

How do the breasts of women in politics function differently in different societies. In Germany, they are obviously viewed as an asset and a good way of differentiating these candidates because they have "more to offer." But in the U.S., breasts are seen as a death sentence for anyone hoping for a career in politics.
The U.S. does not want their leaders sexualized in any way. They are apparently just supposed to be asexual beings. Or they are supposed to be men, because it seems to be the problem is with breasts. But breasts will help the women of the CDU in Germany rise above the rest of the competition.


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