Project 3

Introduction

In 2013, Carl's Jr. released a commercial promoting their new barbecue burger. In this advertisment, they are using two models to promote, Sara Underwood as well as Emily Ratajkowski. They are shown "fighting" over making barbecue and along with the two women eating the burger very sexually. Carl's Jr. used two beautiful women to advertise their new burger coming out for people's entertainment to go out and buy their buger. They wanted to get people's attention, which would make you want to watch more and go buy their product. You could guess why a fast food resturant would promote a new item on their menu and use women sexually in the process.

Outfits

This picture on the left is from one of the first clips in the commerical showing the woman making barbecue for the burger. She is shown licking her fingers, sexually making the burger and shown with her playing with meat. They have used women by having them dress "sexually" by making them dress provocative and men in later clips taking pictures and videos of them. They put a close up shot of this woman's breast, which has nothing to do with the burger. They want you to think of these women when you take a bite of their new burger. "Although these ads are often funny, its never a good thing for human beings to be objectified" (Kilbourne 500). Even though watching this commercial you almost have to laugh, not because its funny because it is disgusting that women specifically throughout this advertisment are being sexualized and objectified.

Sexual actions

You can see here on the right how the women are shown fighting after looking at each other body's like its a competition and shown making sexual faces after. I believe that the women are shown fighting because men can find that sexy in way and seeing their faces after. You can also see the outfits the women are in and how that is used in the commercial to lure men in. "All women are vulnerable in a culture in which there is such wide-spread objectification of women's bodies, such glorification of disconnection, so much violence against women, and such blaming of the victim." (Kilbourne 504). Women are majorly objectified in this commercial.

Burgers being eaten sexually

In this image, the women are both shown eating a burger. You can tell that this image is portraying oral sex. The camera gets closer to the women and shows the sauce dripping off of her lips. "Sex in advertising is pornographic because it dehumanizes and objectifies people, especially women, and because it fetishizes products, imbues them with an erotic charge" (Kilbourne 489). They are turning something as simple as eating a burger into a whole different meaning through this advertisement.

Recording

On the image to the right, shown is men taking pictures and/or videos of the two women eating the burger shown in the images above. You can see in the mens faces and how this is making them feel. I think this puts out to young boys who may come across this advertisment that this is the way we should view women and treat them. The men are clearly objectifying women by taking pictures and videos. Also to the young girls who also may come across the commercial they may think that this is the what they should look and this is okay for men to act this way towards them. "Constantly exhorted to be sexy and attractive, they discover when assulted that that very sexiness is evidence of their guilt, their lack of innocence" (Kilbourne 495). Women are used to be sexy and attractive in this promotion for a new burger on Carl Jr's menu.

Conclusion

When watching this advertisement for a Carl's Jr. burger you can see just how women are sexualized and objectified throughout the whole video. Because we have seen this so much throughout our lives, I believe it is look passed. This is a horrible way to get and receive business, a horrible way to have your business looked upon like this one. For our next generations to see that this is the way women should be treated and sexualized is beyond me. This is setting horrible examples and teachings to young boys and girls, that this is how men should treat women, like objects and to young girls that this how how men should see and treat them. Women being sexualized and objectified has been around for years and we need a change.

references

Kilbourne, Jean "Three Ways a Woman Can Get Hurt" Reading America. Eds. Colombo, Cullen, Lisle. Boston: Bedford/St. Martin's P.2013.

Sara Underwood, Emily Ratajkowski Carl's jr commercial 2013 https://www.youtube.com/watch?v=hKAeiftUCbw. Accessed 20 October 2020.

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