Thursday, 19 February 2009
at 12:28 pm by Anna
This ad was sent to me by a rather stunned THM reader, who asked who exactly it was supposed to appeal to?
When I looked at it, I wondered if we'd come full circle. Metaphorically connecting food with sex is probably as old as literature itself - I remember it in Chaucer - but this ad deliberately harks back to the out-and-out chauvenism found in advertising up until the seventies. Then, of course, the women's movement had something to say about.
Throughout the eighties, and into the nineties, idiot chauvenism went out of fashion. Now it's back - but apparently, it's light-hearted. Everyone knows that women are equal now, so a bit of belittlement here and there is just a bit of fun. I'm surprised by the number of (often young) women who buy into this argument - perhaps because they haven't yet run headlong into issues like workplace discrimination, childcare difficulties or domestic abuse, and don't see what we uptight feminists are on about. Accepting a bit of denigration shows a woman has a sense of fun.
Still, I don't know many people, male or female, who would defend this gem. It's difficult to know whether to be annoyed at it, or simply to laugh at the pitifully childish mentality of the person who produced it. I can't see it doing great things for business at the Hunstman restaurant. Only the most loutish blokes would be attracted to this sort of idiocy - and, as a woman, it's difficult to enjoy your dining experience when you suspect the proprietor is wondering what you look like under your clothes.