This ad follows a buxom, blonde woman as she walks through a farmer's market, naked. It ends with her wearing a bikini that's too small for her and flimsy shorts, while eating the "all-natural burger." As she is walking through the market and the people, men are seen stopping what they're doing and gawking at her. There are also two parts of the ad where her body just happens to be covered by food. First, a tomato with an indent in the middle is placed in a position where her butt is covered. It is then lightly pinched by a hand from off screen and she turns around as if someone actually touched her. The second instance is when she is walking towards the camera and two melons are placed on a scale in front of her body.
This ad is very sexualized. Is there a point to this constant sexualizing of food or people? To the media, there is a point. They use these women to sell not only their product, but sex as well. In this case, Carl's Jr. is using a beautiful woman as a representation of their food; consumable and supposedly all-natural. As a humanist, I have a strong opposition to this ad. Women are not like a burger; they are not a consumable object put on earth for men to enjoy.
Off the top of my head, I can't list an ad that is this degradingly sexual about men. Why are only women treated this way? Now I'm not saying that men should be treated like this; I'm just saying that there is still a huge gap between men and women. As steps are being taken in the direction of a more equal society (in terms of gender), media outlets such as Carl's Jr. are taking steps backward. This issue should not be one step forward and two steps back; that is not good enough, considering what the media and our society could be capable of. If the media is so influential in a negative way, then I'm sure that they could make some positive change.
I personally prefer fries with my burger, not unnecessary sexualization of women.
I 100% agree with your statement. I've seen so many Carl's Jr. commercials on TV and I just think "is it actually legal to show this?" because it's so disturbing. The female body should be looked at as a treasure, not just something you can provide for good service. I really want to know how is this going to help Carl's Jr. and their business because if people ACTUALLY think these women will be at the restaurant waiting for them, then I guess America really is that stupid. Also, your ending comment was just perfect.
ReplyDeleteI'm not sure that they are trying to sell sex. Rather, I think they are trying to appeal to men by using the pretty and busty blonde woman to show that if they eat the burger, women are going to be more attracted to them. I also agree with your comment about men not being sexualized. In many ads that focus on men, that i have seen, they are made out to be respectable and focus on them rather than their appearance.
ReplyDeleteI'm not sure that they are trying to sell sex. Rather, I think they are trying to appeal to men by using the pretty and busty blonde woman to show that if they eat the burger, women are going to be more attracted to them. I also agree with your comment about men not being sexualized. In many ads that focus on men, that i have seen, they are made out to be respectable and focus on them rather than their appearance.
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