The Strategy

In the commercial the shots of the camera angle all focus on the model walking being appeared naked focusing on her body parts. The actual burger being advertised is not shown in the commercial until the end. The strategy of this commercial is to use women’s body parts to catch attention for audiences to remember. This strategy is objectifying and sexualizing women, which a woman named Jean Kilbourne describes in her article “Two Ways a Woman can get Hurt”. Kilbourne describes how advertising uses women as sexual objects to present products to create an idea that the certain product is as perfect and appealing as the sexualized women. This makes the audience watching the advertisement want to purchase the burger based on the pleasure of seeing the women in an objectified sexual way in the ad. In her article she explains “ Sex in advertising is pornographic because it dehumanizes and objectifies people especially women, and because it fetishes products, imbues them with an exotic charge”(Kilbourne pg 491-2). This commercial used the body of Mckinney to connect it with the burger she is promoting in the way her body is shown to be naturally naked sexualizes women to their body parts. This is seen in Figure 1, where the woman's butt is being objectified by the use of the pair of tomatoes to make a visual of her naked buttocks.

The Response

The way the men respond and act towards the women in the video relates to the contempt that men are always looking for and are ready for sexually action. In the video as the model walks past the men in the market they all lose their attention to what they are doing and focus on looking at the women. You can see this in Figure 2, all the men in the farmers market are all stopped and focused on the women, not the burger. This is the idea that Kilbourne describes in her article that it is weak and unmanly for men to not want sex. In her article she writes it is unmanly to “ not always be ‘ready for action,’ capable of and interested in sex with any women who is available” (Kilbourne, pg 595). The response of the men towards the models with little clothes affects the viewers of the commercial both women and men. For men this advertisement shows that it is okay and appropriate to stare at women in a sexualizing way because of the way the model is shown in the commercial. For women watching this commercial it affects them in a way because they feel that to gain men’s attention they need to look and act a certain way like the model in the commercial. The response by the men is supposed to be towards the burger but that is not the case at all in this commercial.