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| CKE Restaurants Holdings, Inc., 2005. Source URL: http://www.thekarachivoice.net/business--charity/category/hardees |
This is a Carl’s Jr. (Hardee’s for us from the East Coast) advertisement for the “Super Star” burger. The ad predominantly features Paris Hilton dressed scantily (in black) eating a burger on the right of the image, and a giant burger on the left of the image. Not as clearly seen, there is also a large black truck in the background. There are two suggestive phrases on the advertisement, which are “She’ll tell you size doesn’t matter. She’s lying” and “It’s gonna get messy.” Both of these phrases are located on the left of the image, the former is located above the burger, while the latter is located below the burger. The second quote (“It’s gonna get messy”) is located next to the logo of the company, while the first quote (“She’ll tell you size doesn’t matter. She’s lying”) is larger and stands out more in the advertisement.
This advertisement is doing what all ads do: Sell its product. The way in which the ad intends to do this is by implying that this burger will help men get women. The featuring of Paris Hilton’s body in a provocative manner enforces the idea that sex does sell. The intended audience of this image is predominantly heterosexual men, who are more likely younger or college aged. This audience is taught that the exposure of a woman’s skin is considered attractive. An alternate audience could be women who want to have a body similar to the one displayed in the image, and who have been taught that this is the ideal body type. Unintentionally, this ad perpetuates stereotypes of women, causing women to feel insecure about themselves, while simultaneously causing men to expect all women to look, feel, and behave in this manner.
The deadly sin displayed in this advertisement is lust.
