The women featured in the Carl Jr.'s advertisement for the Memphis Burger have nothing to do with the Memphis Burger. The women are featured wearing extremely short shorts that nearly expose their bare rears, tops that expose large amounts of cleavage and their bare stomachs( Figure 1). The women are grilling and sweat is shown running down their uncovered bodies. The women make physical contact with each other while fighting for grill space. Once the new Memphis Burger is created, the women are shown enjoying them and sauce is shown running off the lips of one of the women as they playfully share the new burger together. All this is happening to the obvious amusement of the two men watching nearby. Not only are these men fully clothed and watching the women, but they are also shown filming the women with their camera phones.

The Carl Jr.'s advertisement is just another example of selling certain products through the use of sex. In Killing Us Softly 4 it was mentioned that the "primary purpose of media is to advertise sex, normalcy, and success" (Kilobourne). More often than not, this includes putting women as objects of desire and not as equal. The women are nearly naked and placed in positions and in situations that resemble sex and sexual acts. They are not featured because of their intellect or accomplishments. Carl Jr.'s advertisement makes a mockery of the women's movement and does so intentionally. In addition to using sex to sell the product, Carl Jr. uses mockery and pokes fun at those who complain of the featured treatment of women.

The advertisement slaps the women's movement in the face not only with the portrayal of the scantily clothed women in a sexualized themed ad but also by showing the fully clothed men with camera phones exploiting the women in the actual advertisement( Figure 2 ). Not only are the men watching the action from afar, but their behaviors in recording the material is viewed as acceptable and infers that such behaviors is warranted. The advertisement mocks the anti-feminist views portrayed in the ad. It could have stopped with merely the sexualization of women but the ad went a step further by showing the men taking advantage of the situation. Jean Kilbourne is an expert on sexualization in advertisements. She says that we have created a “toxic cultural environment- an environment that surrounds us with unhealthy images and that constantly sacrifices our health and our sense of well being for the sake of profit" (Killing Us Softly 4).

The advertisement goes to show that advertisers are still interested in attention grabbing as opposed to content based advertisements( Figure 3 ). As long as the public is speaking of and paying attention to the product advertised, it does not matter the reason for the attention. The advertisers seem unsympathetic to any advancements made by women and continue to mock those advancements with such advertisements. My first time watching this video on YouTube, I was interested in what other people thought on this commercial. Even people in the YouTube comments where expressing their negative feelings about the sexualization of this commercial.

The advertisement is obviously directed and intended to attract an all male audience without concern for how educated, knowing and intelligent people will react toward the exploitation of women. The advertisers and Carl Jr. seem to invite controversy with these sexually charged advertisements and are not concerned with possible backlash. Or, quite possibly, the advertisers and Carl Jr. are basking in the theory that as long as your product is receiving attention, it matters not the root of the attention. The advertisements are directed to and intended to only attract a male audience. In any event, it appears that Carl Jr. and its advertisers are not interested in anything except generating revenue and will not stop short of being offensive in order to achieve the goal.