Sex sells, and, apparently, so does the objectification of women. 

Across the media, the language of eating or devouring is sexualized in order to market products. This idea has manifested itself in many forms like the branding of products, TV advertisements or even just the language we use when talking about attraction in our daily vocabulary. This concept has changed over the years and can be harder to identify, but one thing remains the same — women are being exploited. 

On social media, videos meant to draw attention based on pure physical attraction are referred to as “thirst traps.” Similarly, “thirsting” over someone is a slang synonym for lusting. The entire language of devouring — “I could eat you up,” “I’m consumed by desire” or “she’s delectable,” once again frames people as pieces of meat, reducing them to purely physicality. And, more often than not, it is the woman who is being portrayed as eaten or tasted, and the man is hungry. He devours, she is consumed.

This type of language is often used in our everyday speech without us even realizing it as well. Intense passion is a phrase often used instead of hunger, and “eye candy” refers to someone, often women, who is physically attractive. There are even more references and correlations between our current language and attitude with attraction. Lipsticks are named after food, and women wear the word “juicy” across their loungewear. Yes, this is a couture brand, but the word itself insinuates women as ripe fruit. One of the most obvious examples is the marketing of undergarments to consumers with the phrases “eat me” or “taste me” sprawled across the back. Though humorous to some, it reestablishes this idea of women being objectified, and it doesn’t stop with clothing stores. 

Restaurant and food ads often depict women modeling, licking, and biting — turning women into innuendo. Are you uncomfortable yet? Food emojis are slang representations of human genitalia. The phrase “feast your eyes” references sexual pleasure as visual consumption. “Tender” could refer to a meat texture or emotional vulnerability.
Advertisements for female products use some of the strongest language relating to eating. Women’s makeup products are advertised with their choice names of “toffee,” “caramel” or “coffee.” Labelling their skin colors as edible treats hints towards the women themselves being appetizing. They’re marketed with buzz words such as rich and velvety, inviting women to indulge in the product. Women’s perfume is described as delicious, tempting and seductive. 

While some of these examples may be directed at both men and women, the overwhelming presence of female-related attention, such as the makeup names, allows us to glimpse into the mind of a marketer. The contrasting portrayal of men being the “hungry” ones solidifies women as the “food” being eaten. 

We cannot move forward as society until we address the alarming push of the language of eating or devouring as sexualized in the media and how it alters the way we perceive women.

Faith Richardson likes to write about student life, the arts, and the media. Email her at [email protected].