Update, 2/8/10: These lovely ladies are now shaking their meaty bits on Suicide Food!
Update, 1/7/10: In the comments, Cara pointed out that the cow isn’t in leaning on a bar counter as I first thought, but into a car window. She is indeed a prostitute – a “street walker,” if you will – picking up a john (that would be us, the viewer!). In this context, I think it likely that all three “food” animals are dressed as prostitutes from different decades: the ’80s, the ’50s, and the ’20s, maybe?
Just when I thought it couldn’t possibly get any worse.
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To date, all of the advertisements involving “sexy meat” that I’ve dissected have depicted, literally, “meat” – i.e., dead meat. While this conflation of sex with death and violence is incredibly disturbing, the advertisers’ motives for doing so are obvious: clearly, they want us to think not of the living, sentient beings these corpses used to be, but of the delicious, succulent foodstuffs that they have been processed into. Objectified, the animals are things to be bought, sold and consumed. Worse still, they are absent referents – invisible, erased beings whom we aren’t meant to consider at all.
In this context, I’m not sure whether these advertisements for Martini Bitter are more or less disturbing than those for Rachachuros and McCormick seasonings or the DIY tutorial for making bikini-clad turkeys.
Each image depicts a living “food” animal dressed to look like an “easy” woman.
From top to bottom, we have:
“Beef”: In a smoky, hazy (read: seedy) bar or night club, a cow leans suggestively on the counter, as if to order a drink or “pick up” the man standing next to her – that is, the man behind the camera (hello, male gaze!). Her hoofs – which, somewhat suggestively, resemble the tips of two penises* – are crossed loosely at the wrists (ankles?). She’s white, with a full head of flowing white hair. However, the lighting in the bar casts a soft pink hue on her fur.
We know that the cow is a “she” because her body has all the trappings of femininity: she wears a tight blue dress, complete with cleavage and plunging neckline (instead of multiple udders, the cow has been enhanced with two D-cups!); her outfit is accessorized with multiple necklaces and bracelets; and she carries a pink purse slung over one shoulder. (In fact, her garish pink purse doesn’t quite obscure the subtle curve of her ass; you can spot it, hiding in the shadows – if you dare!) The cow wears makeup, too: a hint of pink eyeshadow and lipstick. Sadly, the makeup might be the most tasteful aspect of this “artwork”!
All in all, the “beef” ad has a very ’80s feel about it. Possibly the cow is just a “loose,” liberated women, looking for a one-night stand; or perhaps she’s a (*ahem*) “working girl.” Either way, the viewer is meant to understand that she (*gasp*) enjoys sex – and quite a bit of it, at that.
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