Safeway decides on choc tactics

Safeway has served to remind us of the sexually problematic times we live in. The supermarket has given free cooking chocolate to Sheffield Hallam University art student Louise Gridley who has made a male torso from it, pictured under the Cadb

Safeway has served to remind us of the sexually problematic times we live in.

The supermarket has given free cooking chocolate to Sheffield Hallam University art student Louise Gridley who has made a male torso from it, pictured under the Cadbury’s Creme Egg slogan “How do you eat yours?”.

Ms Gridley says: “In advertising, the chocolate bar is often seen as a phallus, with the woman luxuriating in her moments of pleasure. The irony is, that although chocolate appeals predominantly to a female audience, the marketing strategies are often aimed towards men.”

Safeway has bravely ventured into the murky web of today’s sexual politics. However, we can’t help yearning for the days of That’s Life, when Esther would simply produce a suggestively shaped potato.

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