Sex, Chocolate, and the Muslim Woman

Last updated on: December 8, 2011 at 11:34 pm by Muslimah Media Watch

Sex, Chocolate, and the Muslim Woman 2011-12-08T23:34:58-04:00 Muslimah Media Watch

LOGO Patheos Explore the world's faith through different perspectives on religion and spirituality! Patheos has the views of the prevalent religions and spiritualities of the world.

It’s been said that for many women chocolate is better than sex. The reality of this is for each woman to judge for herself, but there is no doubt that the idea has been propagated well. Advertisers have appropriated this belief and used it to target their female, as well as male, population.

A great example of this chocolate/sex comparison is this chocolate ice cream bar commercial we came across via Ali Eteraz’s blog. The commercial features Pakistani supermodel Neha Ahmed. The product – Magnum chocolate bar made by Magnum and associated with U.K.-based Walls Ice Cream company. Both owned by Unilever. This will be addressed in a moment.

In the commercial we see Neha, escaping from the bustle of life, slowly savouring a Magnum chocolate ice cream bar. “Savouring” being used in a vague sense. Specifically, we see Neha open the freezer, caress the chocolate bar, and pick it up, eyeing it desiringly, almost as if she is flirting with the chocolate. The lights are turned off, the wrapper of the bar is pulled off smoothly, like silk slipping off a body. She kicks off her shoes, lays down on the sofa, and writhes around while eating the chocolate bar. This includes tilting her head back, with her back slightly arched. Each time she takes a bite, we get a close up of her mouth slowly putting the bar inside, and occasionally licking a finger, too. Oh, and not to mention the cleavage shot.

Now commercials are meant to sell things. And, sex, we are often told, sells things. But if chocolate is better than sex, one would think the chocolate would be enough to sell itself. And for many women it is. Many women just need to hear the word “chocolate” and they’re sold. So why the “chocolate sex?” The way in which Neha enjoys the chocolate bar parallels the way in which straight women supposedly enjoy men during sex. Or actually, how straight men want to be enjoyed. In fact, this commercial depicting a woman’s chocolate exploits, appears to be targeting the male viewer’s sexual fantasy rather than a female viewer’s chocolate one. Notice the way in which the chocolate bar is made into a phallic symbol. Not to mention the name itself – Magnum – shares its name with a gun and condom. A very male-oriented name indeed.

The commercial, as with other Magnum ice cream products commercials such as this and this, use sexual innuendos left, right, and centre. This is not surprising, considering Magnum is owned by Unilever – owners also of the infamous Axe products and behind the disgustingly sexist and misogynistic Axe commercials. (I usually want to hurt a man every time I see these commercials.) But what all these commercials have in common is that they serve the male sexual ego, satisfying the hungry male gaze, providing them a few moments with a sexy female all too eager to please them, albeit via a TV screen.

In this commerical, the sexy female happens to be Muslim. Although I was not able to find out exactly where this commercial was airing, from the sounds of the singer (not Louis Armstrong but a South Asian imitation) and voiceover, it appears the commercial is meant for South Asian audiences, thus South Asian men. Chocolate is not native to South Asia and I wonder to what extent it is associated with sex in the subcontinent.

Watch the commercial for yourself.

Advertisements

Previous Post

June 11, 2008

Dangerous Minds: Ameera Joins the Dark Side

Next Post

June 13, 2008 Friday Links -- June 13, 2008

Browse Our Archives

Select a Category Advertisements Art/Theater Books/Magazines Cinema Comics/Cartoons Culture/Society Events Fashion Film Friday Links Merchandise/Commodities MMW Announcements MMW Highlights Music/Radio News Photography Politics Profile Ramadan 2012 Ramadan 2013 Ramadan 2014 Ramadan 2015 Roundtable Satire Social Media Sports Technology/Science Television Uncategorized Video Web

Select a Month November 2015 October 2015 September 2015 August 2015 July 2015 June 2015 May 2015 April 2015 March 2015 January 2015 December 2014 November 2014 October 2014 September 2014 July 2014 June 2014 May 2014 April 2014 March 2014 February 2014 January 2014 December 2013 November 2013 October 2013 September 2013 August 2013 July 2013 June 2013 May 2013 April 2013 March 2013 February 2013 January 2013 December 2012 November 2012 October 2012 September 2012 August 2012 July 2012 June 2012 May 2012 April 2012 March 2012 February 2012 January 2012 December 2011 November 2011 September 2011 August 2011 July 2011 June 2011 May 2011 April 2011 March 2011 February 2011 January 2011 December 2010 November 2010 October 2010 September 2010 August 2010 July 2010 June 2010 May 2010 April 2010 March 2010 February 2010 January 2010 December 2009 November 2009 October 2009 September 2009 August 2009 July 2009 June 2009 May 2009 April 2009 March 2009 February 2009 January 2009 December 2008 November 2008 October 2008 September 2008 August 2008 July 2008 June 2008 May 2008 April 2008 March 2008 February 2008 January 2008 December 2007 November 2007 October 2007 September 2007 August 2007

TAKE THE

Religious Wisdom Quiz

What Christian group believes in the doctrine of transubstantiation?

Select your answer to see how you score.

Catholics Protestants Pentecostals Baptists