The ad reached an estimated 41,000,000 readers in its first appearance. This advertisement represents the opening salvo in a marketing strategy that also includes television spots and Web links. If you care about breast cancer. . .
Women are very concerned about breast cancer.
Considerable data support the claim that American women overestimate their risk for breast cancer, as well as that of the average woman, many fold. These are images that speak to the daily world of women. The headline abruptly shifts direction, suggesting that the woman who, at that moment, might have been thinking about the pleasurable, nurturing, and aesthetic value of her breasts was misguided and perhaps even risking her health. Breasts, it reinforces, are about disease . Relate that worry to yourself.