If you watch the commercial, the lady is walking through what seems to be a marketplace. Men are staring at her because of the assumption at the beginning through towards the end of the commercial is that she is naked. She is going on about how she loves going “all natural” which is also a reference to going naked, and how it just “makes her feel better” and at the end says along the lines that she loves “all natural, juicy, (then cuts to her with clothes on and holding a burger) grass fed beef”. It isn’t until the very end that you find out it’s a burger commercial.
In this picture, it shows the innuendo of a male pinching an odd looking tomato that is put next to others, though how it is placed in the commercial insinuates that it is to represent her bum, leaving somewhat little to the imagination. It relates to in the Kilbourne article of using pornagraphic posing and sexual innuendos and “what is seen as the exploitative power of female beauty and female sexuality.” (Kilbourne Page 1, Paragraph 3), which this quote expresses throughout the commercial the astounding beauty of the woman.
This picture is similar to the previous with the fact of using food/inanimate objects to imply the representation of her breasts. A man is placing two cantaloupes on a scale and she “just so happens” to be walking near it and ironically stands where the cantaloupes are placed at the same height of her breasts. The quote described above from Kilbourne also proves fair in this picture as well. It uses the size of the fruits to sort of indicate the size of her features.
This image depicts how the men look at her in the video. This man is shaving ice in the video. Though if you do a stand still of part of the video it looks as though he’s doing something else. It insinuates something disgusting and also implies something pornographic. It goes through the motions of it too.
One point and quote from Kilbourne stuck with me while watching this advertisement. “...it dehumanizes and objectifies people, especially women, and because it fetishizes products, imbues them with an erotic charge—which dooms us to disappointment since products never can fulfill our sexual desires or meet our emotional needs.” (Kilbourne Page 1, paragraph 3) Kilbourne discusses that with the sexualization in the marketing and advertising, it is dangerous for women due to the erotic nature of the advertisement even if the product itself is not sexual, causing a need for that desire when getting the product. It could even lead to rape if wanted enough from one.
The commercial obviously is sexualizing the woman to get someone to buy the burger since it was held by an attractive woman which may cause mainly men to buy it. It could also encourage rape culture. Some men would look for women who buy it to look like a complete model with a full face of makeup or look sexual and half naked and would expect the women to want to engage in sexual acts due to the commercial.
It is very dangerous for women, especially female customers of the franchise to try to buy anything from the restaurant due to their lewd advertising in every commercial because males would think that any female who eats there would want to be lewd and sexual like the women represented in their marketing schemes. It also proves the “she was asking for it” part of rape culture where if women dress like how the woman in the commercial did, she was clearly asking for sex, even if she denies and does not consent. But they’d still be held accountable of the rape due to how they were dressed because women can somehow avoid rape. “It is reassuring to believe that we can avoid it by being good girls, avoiding dark places, staying out of bars, dressing “innocently”.” (Kilbourne, Page 5, Paragraph 1)
In conclusion, marketing needs to stop objectifying women’s bodies. It does no good to women and just lets rape culture thrive. Unfortunately, markets thrive off of sex and sexual innuendos, so there is no way of stopping it, at least any time soon. It is a scary time for women. They are even terrified to leave their houses at night due to rape and the fear that men will do things to them.