It’s possible, but unlikely, that you’ve gone a whole 10 minutes without someone screaming at you that you’re wearing the wrong bra size, which is a crisis on par with the obesity epidemic and also genocide. Well, don’t worry, here I am to ruin your day. Your bra doesn’t fit, and you’re a terrible woman.
If you live in Australia, Target has gone to great lengths to make sure you know that they’ve got your horrible, poorly supported breasts covered. In a new ad, British TV host Gok Wan tells us that 85% of women are wearing the wrong size and should trot themselves down to a Target location to get a bra fitting. All of this seems innocuous, until the ad pissed off a lot of Australian breast-havers.
In what I found to be a completely delightful line, Wan promises that ”[y]our bangers will never feel more loved.” Apparently in the UK, “bangers” also means sausage, so the outrage stems from the idea that breasts were compared to meat.
The Huffington Post obtained a case report by Australia’s Advertising Standards Bureau with a sample of viewers complaints:
“A female body is a beautiful thing, not to be cheapened by a poofter calling breasts ‘BANGERS’!!! I WAS BREAST FED, NOT BANGER FED!””
… I really thought that we had a healthier approach to women in Australia.”
“… If a straight man were to use similar language during prime time TV, there would be a huge outcry by women claiming sexist behaviour. There should be no different standards of acceptable language simply because a man appears to be gay.”
“… I do not want my breast referred to as meat. I do not want other people to think that is acceptable either.”
Okay, okay, these are valid points, although I do think the the all caps, bolded “NOT BANGER FED” is shrill and hilarious (but that slur about Wan’s sexuality does more to cheapen this person’s complaint to the point where it can’t even pretend to be a serious argument). However, I do think the last three complaints articulately sum up the problem—nobody is allowed to think of women as pieces of meat, and gay men certainly don’t get a pass. Clearly, bangers are an offensive term for breasts in Australia, and it seems like a real slip up on Target’s part to think they can get away with that.
While I don’t think the ad meant any harm, we’ve seen time and time again, that that’s hardly an excuse for any type of sexism, as hilarious as it many sound to my uncultured, American ears.
Photo: Getty Images