I recently came across this ad (.pdf) in a magazine:
The ad states: “Pendulous breasts aren’t just unsightly, they are a real and possibly serious health issue for many women. Breasts can feel, or be, very heavy and can even cause back pain. In addition, in warmer climates, it can get itchy under the breasts as well.
Some breasts are naturally ‘too big,’ but some sag as a result of weight loss, pregnancy, or breastfeeding. Aging can be unkind to breasts as skin lose its elasticity. Gravity plays a big role too.”
The ad doesn’t explain how a lady should gauge whether her breasts have become clinically pendulous. I’m guessing a metronome is involved.
I don’t doubt that some women need breast reduction surgery to live full, happy, back-pain-free lives. I know such women. But this ad basically makes the case that every woman is at risk for this “serious health issue.”
It’s funny but of all the serious health issues that run in my family—alcoholism, underachievism, dadaism—I’ve never thought to worry about pendulous breasts. Perhaps my self esteem is too healthy for my own good, which apparently ads like this are eager to rectify.
After all, what could be better for business than ensuring that generations of women of all body types are socially conditioned to fear the effects of gravity, motherhood, and aging, and are totally reliant on unnecessary surgeries to reinforce their self worth?
