Haagen Dazs

Haagen Dazs Ice cream developed  a series of print ads which depict women in solely food. By sexualizing their product they can attract the attention of the male audience. However, this portrayal of women makes it seem as if a woman’s sole purpose is to be physically admired. The female model is basically put on a stick just like an ice cream bar, as if she is a treat to be enjoyed by all. Also, Bordo argues that advertisements such as this one, which depict women in a sexualized way, put pressure on women to look and act a certain way. The women is surrounded my delicious chocolate, but she cannot eat any -- the chocolate is for show just as she is. Similarly to the "Juicy Lucy" ad, the woman is placed in a sexualized position with no clothes. However, this Haagen Dazs commercial presents the woman enjoying herself seemingly unaware she is being watched. This ad presents a strong sense of voyeurism, which goes to make the ad further demeaning because she is being spied on. This ad does not try to incorporate humor or any other aspects to lighten the mood, instead it focuses on the pure sexualization of the female body. The picture of a topless woman covered in chocolate would not be nearly as demeaning if she was not placed on a stick, as a treat to enjoy. However, the stick being added to the picture causes the ad to cross a line in my opinion of what is acceptable for public view. 


http://www.coloribus.com/adsarchive/prints/haagen-dazs-ice-cream-caramel-2461405/