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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.
The way you broke down and analyzed the ad is fantastic. You gripped on to the details that not all viewers would be able to understand and visualize. I agree with the fact that the sin displayed is lust, because it is exploiting women to be this sort of "sex object" that a lot of ads now tend to do. I appreciate how you incorporated that it causes women to feel insecure about themselves and by doing so, forces them to want to behave and look like that. You went further than what was seen on the ad, to what effect the advertisement has on it's viewers through the message it was trying to give. Well done!
ReplyDeleteThe ad you chose is a beautiful example of lust as a deadly sin. Going off of what Kayla was saying, the blatant exploitation of women here is astounding. If it had been a scantily clad man instead of Paris Hilton, it is likely that the product would not be nearly as successful as with Paris. By putting her in the ad as a sex symbol, lust is invoked in the audience thus making them SINNERS. Yes, SINNERS. Terrible. I also like how you touched on the insecurities caused by advertisements such as this one, because I know when I see David Beckham on a billboard I sure as hell feel inferior. On that note, the sexual presentation of women in advertisements effecting the perception of women from others is a very real problem, and I'm glad you addressed it.
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