In case you haven't heard yet, Burger King recently released an ad in Singapore for their newest creation, the BK Super Seven Incher. I mean, all you have to do is look at this advertisement (which I have pasted for you below) to see why it's worthy of blogging about.
Everything about the imagery and the language in this ad makes me actually never want to eat this sandwich, or anything else from Burger King for that matter. Maybe its the fact that the model in the ad looks like a creepy blow up doll? Maybe its the fact that the slogan "It just tastes better" is printed in big letters above the image of the Super Seven Incher, a sandwich that promises to "BLOW YOUR MIND AWAY."
Burger King has a little history of exploiting sex in its ad campaigns. Let's think back to the Spongebob Squarepants (square butts) commercial BK released a while ago....as a campaign for the kid's meals. Um, really? For the Kid's meals? I have also posted a link to this piece of art for your viewing pleasure.
Obviously, tactics like this are not new to the advertising world, I guess I was just hoping people could at least try and keep it classy.
Thoughts?
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I suppose you could look at the 7incher commerical from a feminist lense and say how it is a bit annoying that they had that woman there. It portrays women as just there to please men. Its pretty heteronormative becasue its a woman and something that is supposed to symbolize a penis, but heteronormativity is everywhere.
Overall that first ad doesnt really bother me i think tis funny, and I hate the way taht people see sexy and automatically think its inapropriate. Those kinds of attitudes just make sex something that is brushed under the rug and never discussed, and it is clear that sex is something that needs discussion.
It is not about the fact that sexual innuendos are included in the campaign, it is the fact that this ad is perpetuating unhealthy and objectifying stereotypes. For example, could you really argue that the makers of this ad did not strategically place a beautiful, blonde women with red lipstick into this campaign? Like you pointed out in your comment, why do you think they chose this woman? Why didn't they choose a man, or use both? I think it's fun to bring sex into things also, as long as it is framed in a positive way. Call it personal opinion, but I don't think this campaign conveys sex in a positive light.
Yet, the type of sexual aspects featured in these articles are not contructive to celebrating sexuality. These ads are totally commoditizing the female body to make an extra dollar. This not to mention the body image or gender roles it suggests to children.
Lets increase the discussion of sex, but lets not repeat the negative congitations and stereotypes that are presently hurting the mental health of all of us.
I agree that sexuality should be publicly expressed - as it is a part of life. But, I can't agree that it's something Burger King should place in an add such as the Spongebob Squarepants commerical. That's obviously aimed towards kids - and young kids at that.
And even though the first ad isn't all that bad...I would never associate anything sexual with BURGER KING. So it ultimately leaves me even less attracted to anything they are selling.
I also agree that sexuality needs to be talked about and presented positively. I don't think that this BK ad does that.
It's so interesting to think about what we would be saying if this ad featured a man instead of a woman. I think in a way i would be more comfortable with that, because it wouldn't be so heteronormative. But as it is, I don't like this ad at all. I don't eat at BK, but if I did, I would stop because of this ad. I don't think you have to insinuate a blow job to sell a sandwich.