Apparently Fast Food establishments have added a healthy portion of sex to their menus as well as generous side dishes such as crispy golden sexism, hot off the grill sexual objectification, and good old fashion soft serve porn. These types of advertisements have recently been bombarding all facets of the media, be it Print Ads, TV Ads or in our more modern times Viral Video. The idea or marketing tactic that “sex sells” isn’t new or foreign to media consumers but what is new is the lack of tact, tastelessness and blatant pornography that has been injected like anabolic steroids into these advertisements for fast food. It’s so much sex being sold to the public that I wouldn’t be surprised if next to the ketchup and mustard would be a container filled with condoms. Just what does sex have to do with 800 cal burgers in the first place?
Example one being the Burger King Advertisement above, for their “Super Seven Incher” Sandwich, with the rather large text across the Ad stating “It’ll Blow your Mind Away” and the very suggestive picture of a blonde model with her mouth wide open and the phallic looking sandwich positioned in such a way that there is only one thing that comes to mind. After finding this Ad and reading several different articles about it, Burger King had put out a statement and informed the public that this Ad did not run in the US. However, the internet is universal and just one Google search for sexually suggestive Ads can turn this gem up, in that respect then, I do believe Burger King your Ad has reached the US.
The next two examples are for Carl Jr. and Hardees, which are two different Fast Food establishments but are owned by the same company. The Carl Jr.’s Advertisement features Audrina Patridge, chowing down seductively on a massive burger in a bikini on the beach. The Ad for Hardee’s features Padma Lakshmi eating another massive burger that’s dripping sauce on her as well as her pulling up her skirt and licking her lips suggestively. These Ads seem to be trying to target men, because it’s rather offensive to women with their blatant use of sexual objectification and I’m sure I’m not alone in thinking what do super thin super models and popular television hosts have to do with 800 cal burgers? The sentiments that come to mind are “Yeat right, there’s no way she eats THAT!” For women, these commercials are jokes in more then one way.
It’s a no brainer that men like to look at women in limited clothing but what is also offensive is that Hardees and Carl Jr’s Advertisers think nothing of the intelligence of their consumers. It was as if their thought process was more or less “Hey let’s put hot chicks in our Ads eating burgers in a sexy way, all men will love this.” As if men are so simple that they will buy anything a scantily clad women is trying to sell. That isn’t clever, it takes no skill to come up with a concept like that and at the end of the day you are putting off half of your potential consumers: women. Plus their ending note, “More than just a piece of meat” just seals the deal in case there were any hesitations. Way to be contradictory, way to go.
If you thought the above Advertisements were offensive, or even if you didn’t, then there is undisputedly another fine example of sex being sold, almost literally. To the side is a picture taken from a Viral Video titled “Two Girls one Sub.” In which Quizno’s Sub is featured. I think the picture speaks for itself. But in case you wanted to see the actual Viral Video, click here. Further background information and a male bloggers perspective on the video, click here. The commercial was apparently produced by Playboy and Quizno’s denied having anything to do with it. However, it seems impossible that Quizno’s didn’t at least have knowledge of the video since it definitely showcases their logo very clearly.
Below is a Pepsi commercial from the 1990s featuring Cindy Crawford. This is a good example in my opinion of using “sex appeal” to sell a product. There’s nothing wrong with a woman being portrayed as sexy, the problem comes along when women are portrayed in a way that makes it clear that they are just an object to be used for sex. It’s not such a fine line as Advertisers would like us to believe.