Project 3

The "Beautiful" BQ Memphis Burger

Advertisement Summary: The commercial takes place in a Memphis county cook off. A woman approaches the grill half naked and shows off her "cooking skills". Another woman, just as half-naked as the first, approaches the grill trying to show her "skills" basically competing with the first woman. They finish making the burger and start to eat it, explicitly. While they're eating, two guys in the commercial stop what they're doing and gets distracted by the women looking "sexy". They take out their phones to record the two ladies while they continue to playfully eat while looking "sexy". At the end of the commercial they introduce the burger and their slogan.

Background: Carl's Jr/ Hardee's is a fast food chain, they are known for their thickburgers, biscuits and more. Their commercials are widely known for their sexual/ explicit innuendos to get the audience intrigued on buying their burgers. Their commercials have sparked multiple controversies in the past, from Superbowl airings to Daytime time ads to kids' viewings.

In this commercial two women are showing their cooking skills to make the Hardee’s burger. The two women aren’t completely naked but they are revealing and have short clothing. After reading Kilbourne’s article, she would be against this commercial because she would think they are degrading towards women, using them for seductive, appealing reasons. She states a lot of examples of how men and women are being objectified in advertisements/commercials. She explains to readers that these forms of media are usually made to make a product seem a lot better than what it is.

Analysis: This kind of commercial catches the eyes of whoever is looking at the TV. The commercial is a strategy to bring guys to the restaurants. Many males barely pack lunch to work, they always go to close restaurants to get food. Men like beautiful women. It shows that commercials that use attractive people will target a larger audience. Commercials are created by companies to target a specific audience to better sell their product. Although commercials do serve a purpose, they also send a subliminal message to the viewers. Society has become so sexualized it only makes sense for commercials to be able to sell a product through sex symbolism which has become so common

Conclusion: This type of food commercial gives the wrong impression mostly to people who are concerned about their weight. The commercial seems to give the viewers something enjoyable while portraying petite women half-naked. This kind of commercial also uses women’s bodies to catch its viewer’s eye. The women are being defined as appealing, sexual attractions. To them (the company), she is just an object and they are using her to promote their business and make profits. women are used for their bodies all around the world to sell and promote businesses, but it is a devaluation. Not just to women, but to humanity as well.

References:

Kilbourne, Jean "Three Ways a Women Can Get Hurt"

BBQ Best Pair- Carl's Jr and Hardee's commercial- Sara Underwood, Emily Ratajkowski youtube https://youtu.be/1krJqn3smbI Feb 20, 2013 uploaded by funnycoolhotvideo

Picture Reference:

Screenshots from BBQ Best Pair- Carl's Jr. and Hardee's commercial" Youtube, uploaded by funnycoolhotvideo, Feb 20, 2013

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