Over the years many advertising campaigns have used woman as sexual objects in order to sell their products and even many fast food chains believe that "sex sells." The Burger King franchise is not the only one that uses women's bodies to sell products and this is not the only Burger King advertisement that has such overt sexual tones (we all remember the Paris Hilton ad). I will attempt to analyze this particular advertisement using the cultural studies approach expressed by Douglas Kellner. This approach includes a discussion of production and political economy, a textual analysis, and looks at the audience reception and use of media culture.
According to Kellner the discussion of production and political economy is necessary in a cultural studies approach because it is important to understand the environment in which a text is made and presented. Being part of a capitalist society, the main focus of the Burger King company is to make a profit and in order to do so they have to sell their products. However, as Kellner states that the "…products of media culture provide materials out of which we forge our very identities our sense of selfhood…" (Kellner 9) and vice versa. Our media perpetuates the norms and values of our society in order to sell more products. As Judith Mayne discusses representations of woman like this one "reflect the culture from which they emerge and have the ability to shape the culture in turn" (Mayne 163). Kellner also states that "media spectacles demonstrate who has the power and who is the powerless…" (Kellner 9). It is clear in this advertisement, that women do not hold the power in our society and that they are, in fact, the powerless. In this advertisement we see that at least when it comes to sex woman must take a submissive role, so much so that they become less than human and more like objects. Once you see someone as less than human there is no need for mutual respect.
There are many ways to analyze media texts, whether it is quantitative, qualitative, or semiotic. "Semiotics analyzes how linguistic and nonlinguistic cultural 'signs' form systems of meanings" (Kellner 14) and for this advertisement, I think a semiotic approach will be the most effective given that both are apparent. The linguistic and the nonlinguistic signs together form a cohesive message that is sent through this advertisement. It is clear that the woman in this advertisement has become an object. Her face lacks any emotion and the only part of her body that you see is her head. Both of which can been seen as submissive, the lack of a body does not allow her to fight back and the lack of emotion could mean that maybe she does not want to. She becomes a "toy" that people can do what they want with. The sandwich then becomes a penis that she is clearly suppose to put in her mouth, this is shown not only through her open mouth but also through what is written around her. The combined message makes her a sex object and the words "It just tastes better," "It'll blow your mind away," etc. imply not only sex, but oral sex. Advertisements of woman over time have shown this subordination of woman, however we have moved away from the advertisements of the 1950s that show women belong in the kitchen and now they show that women belong in the bedroom.
Kellner emphasizes the importance of understanding how different backgrounds will effect how we interpret media. Different people are going to feel differently about this advertisement. She believes that many factors are involved in shaping how we interact with and interpret media that include but are not necessarily limited to class, race or ethnicity, gender, and sexual preferences. Like Mayne states "representations rely on various forms of cultural understandings" (Mayne 162). However, so does its interpretation. A heterosexual, white male may be all for this advertisement, even some heterosexual women may find this advertisement amusing. The truth is we cannot limit ourselves to one interpretation of the text. People can have many different feelings about this advertisement based on who they are and where they come from. However, Kellner also says that "I would warn against a tendency to romanticize that all audiences produce their own meanings and denying that media culture may have have powerful manipulative effects" (Kellner 16). A large portion of the audience will interpret the text in line with the dominant culture and the intentions of the text.
Works Cited
Kellner, D. (2011). Cultural studies, multiculturalism, and media culture. In G. Dines & J. Humez (Eds.),Gender, Race, And Class In Media (pp. 7-23). Thousand Oaks, California: Sage Publications, Inc
Mayne, J. (2011). Women, representation, and culture. InReading Women's Lives (pp. 161-165). Pearlson Education
I agree with Kacey on the idea that "sex sells". Many companies, not just Burger King use this technique to profit off images and commercials that imply sex. Kacey states that "It is clear that the woman in this advertisement has become an object" and along with the text that is pictured in the ad I feel as if she is being represented as a toy. The use of Kellner's semiotics analysis method works very well with the piece because it helps us see the message that is being portrayed in the ad as a whole. I also feel that this ad represents the idea that 'bigger is better' which the sandwich is representing the male genitals and the women is surprised in a sexual way.
ReplyDeleteI’m the vice president of gender equality and right society (gears) and this is one of the many ads that we display in a powerpoint slideshow during club expo with the title “if this makes you angry, come to our meetings”. I’ve been studying media marketing tactics for two years now, and every time I see something like this I’m sick to my stomach. I agree with your statement of “It is clear in this advertisement, that women do not hold the power in our society and that they are, in fact, the powerless.” It is not uncommon for women to be made into object or even just pieces of themselves in the effort to market a product. Jean Kilbourne illustrates this best in her “Killing Us Softly” series. How anyone thought that this ad, which would be stuffed in Sunday papers amidst the comics, is appropriate is beyond me.
ReplyDeleteThis women in the advertisement is made too look like some kind of sex object who will put something in her mouth. A burger is related to oral sex indirectly and pokes fun at the women saying it will blow her mind. I do not think they had to use a women in this video but yet it would still be offensive if a male was in it. They could have used a better choice of words saying that its big instead of seven inches. Used a women that wasnt so sexualized using lipstick before she eats a greasy burger. I do not like how oral sex is related to eating lunch it is very poor taste on the part of burger king.
ReplyDeleteBurger King, through this ad, really wants to grab the attention of their audience. In doing so, they create an image around this notion that "sex sells". I think that this particular advertisement has a lot of shock value and although Burger King might defend their ad by saying it was meant to be a joke, this, I think, emphasizes the complete disregard that many people have for how women are seen and portrayed in our society. The woman in this ad is nothing more than an object, particularly one used for sex and the ad doesn't show that she really has anything else to offer. Even the words chosen, seem to give the illusion that she wouldn't want to do anything else.
ReplyDeleteNot only does the woman in this ad lack the presence of human emotion but her expression can be likened to that of a blow-up doll. Similar to blow up dolls whose skin colors are usually one continuous tone without variation, the woman’s make up is done in a way without much natural looking color. This lack of color also suggests that she is not living like a blow up doll and with eyes wide and mouth open it is hard not to see the image of a blow-up doll. Even though I do not agree with the objectification of women, I did think this was a clever ad from Burger King especially because they were not afraid to make such a suggestive ad.
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ReplyDeleteThis advertisement is really funny. The phallic reference, funny enough, promotes the fact that the sandwich is really big, and the somewhat exclamation of sexual gratification on the woman's part exclaims that you will justly be as satisfied with this purchase as well. The name of "seven incher" adds that much more to it as well; the linking of food and sex as pleasure items proves the obvious exchange of ideals from one to the other, they are intrinsically similar by fact that they are human needs, one more taboo than the other, and taboo does indeed sell in some instances--- it may make this ad seem more "cool", or however one may want to put it. Definitely a clever ad, and with this proves sex does sell.
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