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Article Excerpt
Tantalising. Exciting. Scrumptious. Seductive. Are we talking food or sex here? I can't be sure, as the two posters before me--advertisements for Peters' 'Heaven' ice-creams--are a cogent promotion of both.
The problem with these two promotional posters, which were positioned outside corner shops this past summer, emanates from a depiction in each of a woman posing seductively inside an ice-cream. Each poster is headed with the slogan "I'm in Heaven', which acts as both a claim by the woman depicted mid as a promise to the potential consumer, who is urged by this double-dose of appetite arousal to indulge in both the woman and the ice-cream. A more detailed analysis of the text of the posters, both of which have been designed to have a strongly preferred reading, confirms the evoking of dual appetites.
One poster features a tanned honey-blonde, posing luxuriantly as though in a bath--in fact a paddlepop-type Heaven ice-cream which conveniently has a similar shape. Ensconced in the milk chocolate version of the ice-cream, she is the subject of the gaze of someone who hopes she'll step from the bath at any moment, revealing much more than her slim and sexy legs, silky arms, smooth neck and shining hair.
In the other poster a brunette lies within, and contrasts with, a white chocolate Heaven ice-cream with choc-chips, as though stomach-down on a bed. Legs raised and entwined provocatively, and with chin propped beguilingly on delicately posed hands, she meets the gaze with an implicit invitation to join her. There is no doubt that, apart from their ice-cream covering, the women are naked, and each gives the impression that there is more to occur--an invitation (or perhaps a dare) to either act on fantasies or indulge a little...
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