Abstract
Browsing through a Japanese women’s magazine, I found an advertisement for a product called “AngelWings.” The copy announced, “I stopped being anA cup the day I got a present froman angel.”The itembeing soldwas a set of battery-powered pink bust pads modeled on the body of a nude Japanese woman. Reportedly, any woman is able to increase her breast size in only a month if she uses AngelWings for less than an hour each day. There are three notable things about this advertisement. First, displaying breasts without a few modest stars or some text covering the nipples is not something one would normally have found in female print media a decade ago. Second, advertisements for such bust products were only occasionally found at all before 1990.During themid-1980s, goods and services for breast augmentation were rarely seen in the pages of young women’s magazines.1 Third, when such advertisements did appear, the eroticization of the breast was safely displaced onto a foreign woman’s nude body.2 Yet since at least
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