in this shot of the advert for Wonderbra Eva Herzingova looks admiringly down at her breasts and was shown on highstreets billboard. This advert takes feminism into account by showing it to be a thing of the past, by provocatively 'enacting sexism' while at the same time playing with those debates in film theory about women as the object of the male gaze and even with female desire.this advert appears to suggest that this a self consciously ' sexist ad', feminists critique of it are deliberately evoked. The shadow of disapproval is introduced through striptease as site of female exploitation , only instant to be dismissed as belonging to the past to a time where feminists used to object such imagery.
J'adore-Charlize Theron it could be argued shes self objectifying herself when she takes her dress off but the way in which she does so she looks confident and her body is hidden with the dark so it could argues that shes controlling the male gaze.
Feminism has intervened now to constrain conventional desires like marriage. The women of toady's generation are more capable of earning their own living and the degree of suffering or shame they anticipate in the absence of finding a husband is countered by sexual confidence so being without a husband doesn't necessarily mean they will go without men.
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