We have recently posted a ton of stuff on how women and food are conflated so as to use sex to advertise food. In the ad below, we see the more rare instance in which a man ‘s body is turned into food. We’d like to point out an interesting difference in the way that food and sex are linked when the sexualized person is a man or a woman. Notice how, in this Axe ad, the man chooses to make himself into a sex object. He has a choice. If he wakes up one day and wants to put on Axe body spray, women will see him as a sex object and “hunger” after him. And it’s clear from the ad that he wants this attention. In the other instances we’ve offered where women are food, it’s not about something she does or chooses, it’s about how she is seen whether she likes it or not. Notice that in both cases the commercial is guided by what men, presumably, desire.
Thanks, again, to Camilla P!
