Frankly, Larner Caleb (Letter, MW last week), has lost (or missed) the plot. The original “Hello boys” campaign clearly fed off and also fed the “girl power” revolution. At the time, feminists used the advertising as a vehicle to gain coverage for their agenda because, in their view, the ads were demeaning and degrading to women.
Both the feminist lot and Caleb have sadly missed the point. You could argue for the rest of your life about what was intentional in the campaign and what was not. However, you can be sure of the effect it had on the population.
It pushed the boundaries of acceptability and gained additional free coverage through the media.
It positioned Wonderbra as the brand that can help women to use their bodies to better effect in order to gain control.
Sadly it’s us men who were taken for the ride in thinking that we were the primary target of the advertising. Males are the victims here – we’ve been used, abused and manipulated.
That’s where the empowerment is.