Save the People, Not the Boobies: The Ethics of Breast Cancer Awareness

Few ad campaigns make me as misanthropic as the breast cancer awareness ones I’ve been seeing at an especially high volume for the past month:

There’s also this video (NSFW).

I hate these campaigns for many reasons. First of all, they make breast cancer all about boobs. Yes, it has “breast” in the name, but reducing an illness as complex and life-shattering as breast cancer into a cutesy “save the boobies!” campaign seems callous and inappropriate.

I’m not sure everyone would even agree that the prospect of losing your breasts is the worst thing about breast cancer, and yet that’s what these campaigns almost universally target. It’s not the “boobies” or “ta-tas” that need to be saved–it’s the human beings who have breast cancer.

It’s even worse when the campaigns are created by and/or targeted at men and involve that hint-hint-nudge-nudge assumption that men should care about breast cancer because men love tits. Never mind that men can get breast cancer too, and never mind that men care about breast cancer not (just) because they care about boobs, but also because they care about their friends, girlfriends, wives, mothers, sisters, daughters, and etc. who might get breast cancer, or who already have.

Campaigns like these also completely ignore women who have chosen (or been forced to) undergo mastectomies. If breast cancer research and awareness is all about “saving the boobies,” does losing your breasts mean you’ve lost the fight?

This preoccupation with breasts is probably what inspires awful ads like this one by the Cancer Patients Aid Association, an Indian NGO:

The text at the bottom reads, “One out of every eight women develops breast cancer in her lifetime. Early detection helps recovery. Get yourself examined before it’s too late.” So there you have it. If you get a mastectomy, you’re “making yourself ugly.”

This is all to say nothing of Susan G. Komen for the Cure, the hypocrisy and reactionism of which should by now be well-known. (Incidentally, the former Komen executive who was responsible for that move was not content with merely that; she just had to write a book-length screed against Planned Parenthood, as well.) This unethical organization seems to be the beneficiary of most (if not all) of the sexualized ads I’ve seen. I still refuse to give them a single cent, which is difficult given how easy it is to accidentally pick up one of those pink-ribbon-branded products at the grocery store.

On the bright side, this is a great opportunity to explain what feminists mean when we prattle on about “objectification” and “sexualization,” which are closely related concepts that often (but not always) occur together. Objectification is the reduction of a person to their body parts (usually the sexual ones; hence the frequent co-occurence of objectification and sexualization). An advertisement that objectifies women might show, for instance, a single female leg in front of a flashy car, or a woman lying in a martini glass–literally like an object to be consumed. Sometimes men are objectified too, but that seems to be rarer. Ads that objectify people often don’t show their faces (or eyes), thus making them seem less like people and more like bodies.

Sexualization, meanwhile, is when a person (again, usually a woman) is represented in such a way as to arouse the viewer or otherwise connote sex when the actual purpose of the representation has nothing to do with sex at all. You wouldn’t call pornography “sexualization” because the purpose of pornography is to depict sexual acts and to be arousing. But when an advertisement designed to sell cars or alcohol–or solicit donations for breast cancer research–portrays women in a sexual way, that’s sexualization.

The objectification and sexualization of women in the media has a great deal of negative effects, both on an individual level–for the people who view them–and on a cultural level. Check out the work of Jean Kilbourne if that interests you.

However, I am not a marketing expert. If I were, and if I were charged with designing an ad campaign that elicits as much attention and donations for breast cancer research as possible, there’s a good chance I would feel compelled to create an ad like this, because there’s a good chance that this is the kind of ad that works best.

Hence the misanthropy I mentioned earlier. Marketing people know what they’re doing. If this is really the best way to get people to pay attention to this important cause, I would say that not using ads like these is even more unethical than using them–at least until we shift our culture enough that we don’t need them anymore. But that still means that we’re choosing the lesser of two evils. I would rather more money went to breast cancer research than less, but I would also rather we stopped reducing women to their erogenous zones in our media.

After all, I don’t agree with this rubbish that men are “programmed” or “hardwired” by biology to be obsessed with breasts, at least not to the level that our society seems to think they are. As I already discussed when I wrote about public breastfeeding, the sexualization of breasts is not universal to all cultures and time periods. Even if “sex sells,” breasts don’t necessarily have to always be part of “sex,” and I think it would be beneficial to our society if they were not.

For the record, whether straight men’s love of boobs is entirely biological or not, I don’t think there’s anything wrong with it, as long as it doesn’t infringe upon public policy or trivialize serious illnesses. Besides, you can totally be an awesome (male) feminist and a boob enthusiast at the same time.

Edit: Here’s a great article that basically makes my point for me.

How to Have Sex Like They Do in the Movies

My recent post on consent got me thinking about how open communication about sex isn’t just important because it establishes consent, but also because it’s what makes sex great.

A man meets a woman–it’s always a man and a woman.

He is tall and handsome–she, thin and beautiful.

He cracks a witty pickup line with a confident smile, and she laughs and moves in closer.

Some amount of time passes–the amount depends on the kind of movie this is–and finally they are alone, almost always in his apartment. Without much (or any) invitation on her part, and without any prior discussion of matters sexual, the man kisses the woman, who responds passionately as though she’d been waiting for this very moment the whole time. They have sex. Few if any words are ever exchanged. But the sex is awesome anyway. It’s like they’ve been searching for each other their whole lives.

Does this ever actually happen? I mean, really, does it?

…not really.

Seriously. Observe a moment of silence for that script. Give it a eulogy. Stop searching for it.

I mean, I guess you don’t have to. If you dedicate your whole life to the search, you may eventually come across a person with whom you fit like two adjacent puzzle pieces, just like that. A person who just happens to share your favorite sex positions, who gives head just the way you like to receive it, who loves to be tied up while you love to do the tying (or vice versa), who feels ready for increasing intimacy at the exact same pace you do, who doesn’t have any triggers or STIs that you might need to discuss first, who shares your fetishes, who comes the easiest from whatever it is you already love to do most. A person who can do and be all this, without ever having to talk about any of it with you.

You might come across a person like that, but I doubt it.

Besides, you could have that kind of sex without finding that person at all.

Say you’ve met someone you’re attracted to. Maybe you’ve known them for an hour, maybe a year. Doesn’t matter. You’ve flirted with each other, and that tension is definitely there. Maybe you’ve gone on “dates,” maybe you haven’t. Regardless, this is a person you absolutely want to fuck.

So tell them!

Ridiculous, right? Aren’t you supposed to “get” them drunk? Shouldn’t you send signals and make sexual innuendo or just grab them and make out with them?

That’s what our pop culture would have you think, but as it is about many other things, it’s wrong.

Here’s the thing: nobody who really wants to have sex with you will be turned off by you telling them you want to have sex with them. In fact, they’ll probably be turned on. They may be a bit shy and embarrassed at first, because this kind of genuine, open forwardness about sex isn’t something our culture encourages. But they’ll probably get over it if they really want you.

Likewise, nobody who really wants to have sex with you needs to be drunk to do it. Having a few drinks may loosen them up and put them at ease, but if that desire wasn’t there already, no amount of alcohol will put it there–at least, not genuinely. And also, sex with a drunk person is not actually legal, since a drunk person cannot consent.

So, hopefully your would-be hookup buddy agrees that sex with you would be an awesome thing. Hopefully they’re also open and comfortable with talking about sex, because, unlike the movies tell you, communication–more so than “chemistry” or “the moment”–is what makes sex great:

“So how do you like to come?”
“It’s easiest for me if I’m getting myself off…with a little help. You?”
“I like to get head.”
“Good! I like giving it.”
“How do you feel about doggy style?”
“I love it. Could I handcuff you while we do it?”
“Actually, handcuffs make me a bit uncomfortable. What if you tied me up with a scarf instead?”
“That works!”

This isn’t something that most people are used to, except perhaps in the context of an established and ongoing sexual relationship. First of all, despite our sexualized culture, sex is still considered dirty and “inappropriate” for casual conversation by many people. Since it’s such a supposedly private and shameful thing, many of us will never discuss it with anyone but the closest of friends (and partners). Someone that you haven’t even slept with yet probably doesn’t fit the bill.

What this means is that many people feel a reflexive discomfort with talking about sex, a discomfort that they assume is “natural.” But it’s not. It’s a consequence of us being taught from birth that sex and penises and vaginas and butts are shameful. And so we’re ashamed.

Second, our culture–for example, the sorts of movies that I mentioned–teaches us that you don’t need to communicate about sex in this way for it to be great. In fact, it says, too much talking about or during sex is just weird and a turn-off (remember that awkward scene in The Notebook where they nearly have sex for the first time? And also that awkward scene in the pilot episode of Girls?). Furthermore, someone who is Right For You will supposedly Just Magically Know what you like Because Chemistry, so talking about sex shouldn’t even be necessary.

But it is. Not only to prevent assault, but to make sure that the sex you’re having is truly cinematic.

1 + 1 = 2: Why I’m Not Looking for My “Other Half”

I was listening to music today when I noticed something odd about the lyrics to many of the songs:

Give me a reason to fall in love

Take my hand and let’s dance

Give me a reason to make me smile

Cause I think I forgot how (Meiko)

 

Who doesn’t long for someone to hold

Who knows how to love you without being told

Somebody tell me why I’m on my own

If there’s a soulmate for everyone (Natasha Bedingfield)

 

You got a piece of me, and honestly

My life would suck without you (Kelly Clarkson)

 

Before you met me, I was a wreck

But things were kinda heavy

You brought me to life

Now every February, you’ll be my valentine (Katy Perry)

 

Look into your heart pretty baby

Is it aching with some nameless need?

Is there something wrong and you can’t put your finger on it

Right then, roll to me (Del Amitri)

If you pay attention to these songs, it seems that romantic love is something that “saves” you from loneliness and misery. It’s not just in our music that you see this sort of thing, either. Plenty of movies and novels are based on the premise that one or both of the people in the love story are lost and broken until they find each other, and there’s a reason, I suppose, that we talk about “finding our other half.” My parents, too, always told me that once I fell in love I would not be depressed anymore, and used my ongoing depression as “proof” that I didn’t really love my boyfriend.

In a way, this seems like an extension of the rescue trope in our love stories. Typically, it’s a woman being rescued by a man, but you see the story play out the other way around, too, with the woman “rescuing” the man from workaholism, domestic ineptitude, skirt-chasing, substance addiction, emotional numbness, and even, apparently, a propensity for BDSM. All ills, it seems, can be cured by falling in love with the right person.

I used to buy into this myth completely. The fact that I had depression and few genuine friends probably fueled my acceptance of it, as did the fact that in our culture it’s freakin’ everywhere. I told myself, “I can never be happy if I’m single,” and believed that once I was in a stable relationship, I would immediately feel understood and loved–and thus would finally begin to understand and love myself.

Well. I don’t buy this anymore. (I also don’t buy the other extreme, which is that “you must love yourself in order to be loved” or whatever. People with self-esteem issues are capable of having relationships, thank you.) At one point I took stock of my life and realized that I’m single and…happy. I would still like to have a significant other sometime soon, but not because they will make me “complete.” I already am.

I now believe that the fundamental “unit” of humanity is not a couple or a family, but a single person. Nobody can ever be as close to you as you are to yourself, but you can choose to make connections of varying degrees of closeness with others. After all, if we’re all “meant” to be half of a couple, why are many people genuinely happy being single? Why do some people choose to form triads or group marriages? Why do some people find happiness as single parents? Why are some people’s greatest loves their friends, not their spouses?

Now that I’ve realized that I don’t “need” a partner, it’s sometimes difficult to articulate why I nevertheless want one. I don’t need to be “saved” from anything, and I don’t think that a relationship would (or should) change my life in a huge way. Now that I have lots of good friends, I don’t need much emotional support from a partner (or from any one person), and now that I don’t have depression, I don’t need much emotional support anyway.

If you were to imagine relationships as a mathematic equation, the traditional one would be 1/2 + 1/2 = 1 (or, perhaps more paradoxically, 1 + 1 = 1). I like to think of them as 1 + 1 = 2. Two people in a relationship are still two people. They still have (or should have) their own personalities, friends, hobbies, careers, and lives. (In my view, they should have their own last names and bank accounts, too, but I suppose that’s not for everyone.)

They also still have their own problems, because you can’t cure loneliness or depression or insecurity or boredom by adding into the mix another person and all of their own issues. I think a relationship between people who consider themselves whole is by default healthier than one between people who consider themselves fractions.

The Case Against Celebrity Gossip

Credit: jezebel.com

Celebrity gossip bothers me.

I think it’s both interesting and sad how we assume that accomplished, well-known people exist for our consumption. That is, we not only consume the work they produce; we consume their lives themselves.

We expect them to be perfect and demand apologies when they fail, but we also gleefully feed on the news of their failures, perhaps encouraging them to fail if they want to be noticed.

When celebrities fight back against the culture of gossip and paparazzi, as they often do, we claim that by being so famous and “putting themselves out there,” they “deserve” the stalking, the intrusion of privacy, the destructive rumors and exposés, all of it.

It is, if you think about it, a victim-blaming sort of mindset.

And so, things that are absolutely unacceptable and legally punishable when done to an “ordinary” private citizen are just a day in the life of a celebrity.

I understand and uneasily accept that as long as there’s a market for celebrity gossip, tabloids will continue to exist. I think the onus is more on the public to learn that violating people’s privacy is wrong than on tabloids to willingly shut themselves down. However, I do reserve a harsher judgment for media outlets that trade in celebrity gossip while simultaneously branding themselves as progressive–or, worse, feminist.

Jezebel is a blog that I read loyally because it often (not always) features great writing and brings things to my attention that I may not have learned about otherwise. I read it with the understanding that the writing is often unnecessarily snarky and dismissive (the pot calling the kettle black, I know), and that some of the posts are best fact-checked elsewhere.

I know this about Jezebel, and I accept it. What I have more difficulty accepting, though, is that the same site that provides women with vital information about terrible politicians, interesting perspectives on sex and dating, and summaries of important research…also publishes things like this. And this, and this, and even more disgustingly, this.

It’s fashionable these days to consume things “ironically”–pop music, bad television drama, Twilight and Fifty Shades. Celebrity gossip, too, falls into that category of things people like “ironically.” This, I think, is why you often see it on blogs like Jezebel. Perhaps people think that reading it alongside articles about institutionalized sexism somehow makes it better.

Some might disagree with this criticism of Jezebel because it does not explicitly label itself as a feminist blog. Perhaps that’s a fair point. However, whether or not it labels itself as such, it unquestionably has a feminist perspective, and more importantly, it’s ironic that some of the issues Jezebel criticizes in its more serious pieces–body snarking, fashion policing, slut shaming–are things that it does in its celebrity coverage. (This has been written about already.) Perhaps avoiding the “feminist” label is just a way for Jezebel’s writers and editors to cover celebrity gossip without feeling guilty.

But is it possible to consume celebrity gossip ethically? According to an article in this summer’s issue of Bitch magazine, yes. The article, called “Gossip Grrrl: Can Celebrity Gossip Ever Be Feminist?”, was written by media scholar Anne Helen Petersen (and is, unfortunately, not available online). Petersen acknowledges the issues with celebrity gossip, such as the fact that it’s a form of social policing and prescribes the ways in which people (especially women) are allowed to be. She writes, “In most celebrity coverage, the dichotomy is clear and consistent: men go on a bender, women go crazy. Men ripen, women decay.”

But the question Petersen ultimately answers in her piece is not the one that is posed in the title. Celebrity gossip itself is not feminist. In fact, as Petersen points out, is it explicitly antifeminist. But the act of consuming celebrity gossip is a different matter entirely.

According to Petersen, we should consume celebrity gossip while acknowledging the problems with it, examining our own reactions to it, and keeping its historical context in mind. She provides a personal anecdote about learning that Leonardo DiCaprio and Blake Lively were dating and feeling irrationally annoyed by it. However, instead of taking her reaction at face value, she examined it:

I don’t like that someone who “means” what DiCaprio means to me (the first heartthrob of my teenage years, Romeo + Juliet forever) is linked with someone who “means” what Lively does (inexperienced, inarticulate, lacking in talent). I can look at my reaction even more closely, understanding my frustration when handsome, talented, seemingly intelligent men my age persist in courting women far their junior who don’t seem to be their equals. Is my reaction necessarily fair? No. But unpacking my reaction to a romance between two celebrities helps me understand my own issues with men dating younger (beautiful, lovely-breasted) women. In short, mindfully consuming celebrity gossip helped me make sense of my own biases.

What I took away from this article is that there are ways to consume celebrity gossip intelligently and mindfully, while learning about ourselves and our society in the process.

However, merely reporting the gossip (and I use the term “reporting” loosely) is not the same thing at all.

I know the mental contortions that people who love celebrity gossip sometimes use to justify it. It’s just for fun. Not everything has to be all serious and political. I don’t support it financially, anyway. It would still exist even if I stopped consuming it. The celebs deserve it.

Not everything has to be all serious and political, but many of our choices do have serious and/or political ramifications. And I know it’s never pleasant to be confronted with the fact that something you love is problematic. I also know that most people who like celebrity gossip have little interest in consuming it the way that Petersen describes.

But I think that refusing to participate in the invasion of another person’s privacy is more important than a few minutes of entertainment. Sorry, but I do.

Surprise! Elle Magazine Editor Doesn’t Really Care About Eating Disorders

Nope, no Photoshopping. Nothing to see here, move along now.

Confession: sometimes I read women’s magazines. They’re fun to make critique and laugh at.

This time, though, I didn’t even get past the magazine’s front matter before finding something objectionable. In her opening letter for Elle magazine’s August issue, Editor-in-Chief Roberta Myers discusses the recent legislation in the U.K. that would require digitally altered photographs of models to be labeled as such. You can practically feel the derision and dismissal dripping off the page:

So now the National Academy of Sciences is getting into the act, trying to define what ‘impossibly beautiful’ means. In response to legislation pending in the UK to require digitally altered photos to be labeled out of concern for public health, as well as the American Medical Association’s campaign against changing pictures ‘in a manner that could promote unrealistic expectations of appropriate body image,’ two Dartmouth computer scientists proposed a ‘metric’ at a recent NAS meeting designed to rate how much retouched photos have ‘strayed from reality.’ The authors noted that ‘highly idealized’ images have been associated with eating disorders, such as anorexia.

Scare quotes aside, I have the feeling that Myers knows exactly what “impossibly beautiful” means, even if the idea of defining it operationally seems a bit silly. I do think that regulatory measures like these should be approached with a certain degree of healthy skepticism, because government regulation should not be undertaken lightly and without good evidence. But Myers isn’t critiquing it skeptically. She’s sticking her head in the sand and denying that a problem exists.

Furthermore, the regulations don’t even propose to ban severely Photoshopped images, but merely to place labels on them. Is putting an extra little bit of text on the bottom of an image really such a burden for Myers? I think not. Note that some countries are going even further–Israel, for instance, banned the use of underweight models in advertising entirely.

Myers continues:

Yet according to David Scott Rosen, MD…eating disorders are as old as the Bible. They cropped up in popular literature 200 years ago–long before Photoshop but right around the time when John Singer Sargent painted his famous Madame X (Madame Pierre Gautreau), a most flattering oil-on-canvas portrait that left out many a “flaw.”

I couldn’t find a citation for this, but it’s probably true. However, nobody’s claiming that eating disorders exist solely because of unrealistic beauty standards in the media. It’s not like a perfectly healthy young woman (or man, but that’s a slightly different conversation) opens up Elle magazine, sees a picture of a thin model, and immediately starts starving herself. Eating disorders arise from a complicated interaction of genetics, family life, and the surrounding culture. They involve complex cognitive processes, such as the ones described in this study. As another example, research shows that people determine attractiveness based on what they have seen the most. So if you’ve been looking at images of impossibly thin women for your entire life, that may be what you’re going to find attractive–and that’s what you may aspire to be.

We can’t prevent genes that predispose one to eating disorders from being passed down, and we can’t make it illegal for parents to teach their daughters that their appearance is the most important thing and that one should use unhealthy means to maintain it (though, with more education, we might be able to prevent that). We can, however, place restrictions on the images that permeate our media.

Furthermore, Myers conveniently ignores the fact that eating disorders have been growing more and more prevalent over the past century, especially among young women. Studies have also shown possible links between media that promotes thinness and eating disorders. It is impossible to establish a causative link with certainty, but that’s because 1) nothing is ever certain in science, and 2) we live within a culture that promotes and glorifies thinness. You can’t really evaluate phenomena like this accurately when you exist within the system that you’re trying to evaluate.

But luckily, studies done with non-Western cultures are very revealing. One extremely compelling study showed that girls in Fiji, who previously had little exposure to Western media, became much more likely to show signs of disordered eating after watching Western television shows for the first time.

Several Google searches brought up countless studies like these. Myers seems to consider them irrelevant here. She continues:

My point is that trying to define “impossible beauty,” and then regulate its dissemination by putting warning labels on retouched images, seems rather preposterous. You know, my chocolate bar never looks quite as creamy as it does in the ads; cars are never quite that sexy and sleek; and the milk in my cereal bowl never looks quite that white. Oh, wait! It’s not milk at all! It’s some gelatinous concoction meant to look like milk while it stays sturdy under hours of hot lights. Shall we label those photos, too?

This passage is as laughable as it is offensive. First of all, cool slippery slope fallacy, bro. Second, while one may argue over the sleekness of a car or the whiteness of a bowl of milk, it is completely unmistakable when magazines alter photos of models such that they appear to thin to actually be alive.

Third, and most importantly, the comparisons Myers makes are flippant to the point of inanity. The worst thing that can happen in her examples is that one’s chocolate bar isn’t creamy enough. The worst thing that can happen when magazines use Photoshop to excess is that, you know, someone develops anorexia and dies.

As I mentioned, the link between digitally altered images and eating disorders probably isn’t simple. But research is increasingly showing that it is there. It is worth noting that Myers never makes any comments about her own magazine’s use of Photoshop, which tells me that she’s fully aware of what she’s doing and is just willfully playing dumb. She knows. And she’s threatened by it, because things are starting to change.

But she’s not done. She goes on to cite an article in this month’s issue:

I wonder what the National Academy would have to say about the photograph we ran in this issue of novelist and essayist Ann Bauer, who writes so eloquently about growing up “ugly”–bearing a steady stream of abuse about her looks from classmates, strangers, and even lovers.

This bit confirms for me what I already suspected–that magazines like Elle print articles like this solely from the purpose of distracting people from the role they play in upholding our society’s beauty standards. These magazines can trot these articles out as examples of their commitment to portraying “women of all shapes and sizes,” when, in fact, they use these women as tokens.

The article in question is indeed a beautiful article. But what’s ironic is that Myers doesn’t even realize how magazines like her own have contributed to the bullying and abuse that women like Bauer face. Of course, people have always valued beauty and mistreated those who are deemed “ugly.” But lately, the box into which women must fit in order to be considered beautiful has been shrinking, whereas the “ugly” box has been growing. Magazines like Elle may not be the only (or even the main) causes of this trend, but it would be naive not to implicate them in it.

Furthermore, that photo of Bauer that Myers is so proud to have featured? It takes up one corner of a page and measures about two by three inches. Compare this to the dozens of full-page Photoshopped models in the magazine.

The most telling (and touching) part of Bauer’s piece, to me, is the end, in which she describes visiting Hungary with her husband and going to the opera in Budapest:

I turned and found myself looking into a full-length mirror. And I saw something I’d never seen before: myself, in a sea of women who looked just like me.

[...]Everywhere I looked in that lighted glass, there were women with large features, deep-set eyes, rounded cheeks, riotous hair, and delicate-yet-meaty little bodies. We were, in other words, an army of ugly people.

Only, for the first time in my memory, we weren’t. I wasn’t. I was normal, even conventionally attractive. Stylish. Interesting. Sexy. Simply that.

I stood in front of that mirror in the Hungarian State Opera House, watching couples mill. Men holding the arms and hands of dozens of women who could’ve been my sisters, mother, and daughters, tipping their heads back, kissing them lightly, gazing with naked admiration at faces like mine.

Bauer shows, ultimately, that she is not ugly. It is American culture that makes her out to be so. In Hungary, women who look like her are not bullied. They are not sent anonymous emails about how ugly they are. They are not denied jobs or pressured to lose weight and get plastic surgery.

This makes Myers’ stubborn refusal to examine the potential effects of her magazine even more ironic (and upsetting). Magazine editors seem to feel that they are being solely blamed for the devastating experiences of many women (and, increasingly, men), but no informed researcher or critic would say that magazines directly cause eating disorders. We have to examine this phenomenon as a system of interacting elements–the mass media, politics, families, and individual brains and bodies–in order to begin to understand how to prevent unhealthy beauty standards, poor body image, and eating disorders.

We can’t start without making sure that everyone knows that the images they see around them every day of their lives are not realistic. They’re not something to aspire to, because they cannot be obtained–except perhaps at a very high cost.

The editorial this photo belongs to is totally unironically called “The Surreal World.” Photo credit: Elle August 2012