I was browsing the latest Kohl’s newspaper insert and took notice of its two pages of bra ads. I would normally turn the page without flinching. But, this time, I observed something that perturbed me. All the models’ boobs were busting out of their bras!

As I looked more closely, here’s what I noticed:

• The Maidenform Custom Lift underwire bra model appears to be wearing a bra two sizes too small! More than half of her assets are overflowing with voluptuousness. I’d hate to see how unflattering she’ll look in a T-shirt.
• The Playtex Secrets Sleek and Sexy Lift underwire bra model has her left arm pushing into her side, creating some décolté.
• The Wonderbra Add-a-Size bra model is brimming with bosom above the fabric.

I could go on, but the theme is the same. So, who do bra ads target?

If they’re meant to target women, one could assume that bra advertisers are trying to attract young, white, women in their 20s. These are the models plastered in the insert. Based on the fact that many models are busting out of their bras, I’ll assume that they are on the less-endowed spectrum of size.

But, reality paints a different picture. The average bra size is 36C, not exactly flat-chested. The average weight of the American woman is 164.7 lbs. According to the U.S. Census Bureau, 2005-2009 American Community Survey, the average age of the American woman is 37.9 years.

So, why such a disconnect?

Or, are these ads targeting men? Now, that wouldn’t make any sense. Men don’t buy women bras. As most women know, each brand is different and sizing many be inconsistent.  The only way to get a good fit is to try it on. So, why appeal to men when they are not the consumers?

Beats me. The whole thing makes no sense. Can anyone explain it?