This M & S bra ad is an example of commodification, turning something into or treating something as an object that can be bought, sold, and traded. This objectified and fragmented image of breasts in a sexy bra is meant to appeal to women who imagine themselves in the position of the model, who herself appeals to the male gaze; thus, the viewer is, to borrow John Berger’s words, a woman dreaming of herself being dreamt of. Moreover, the ad text, “Quality worth every penny,” implies that both the bra and the breasts should be viewed as commodities that are worth spending money on.