Yesterday, while browsing Youtube to find ideas for my
paper, I came across Carl’s Jr.’s advertisement video about its newest product “Mile
High Bacon Thickburger”. Never before have I tried any burger from this brand.
Yet, now I wonder if I’ll ever walk into any of its stores after watching that commercial video.
The advertisement opens in an airplane with a lady,
wearing very tight black jumpshorts, leaning to seduce her boyfriend “wanna
join the mile high club?” (To have sex in a plane). When he refuses,
she sulks and immediately leans to the left, sexually asks a strange
passenger the same question. He, of course, agrees and it turns out that what
she has been offering is not sex, but a new product from Carl’s Jr.: Mile High
Bacon Thickburger.
Throughout the whole video, what stands out is not the
hamburger, which supposedly the company’s target, but all the sexual images.
Firstly, take a look at the clothes of the lady. A very tight black jumpshorts
to expose her long and thin legs and to compliment her sexy body. Not all, the
deep-cut neck is the most remarkable feature as it allows her boobs to be
directed to our eyes. And to maximize sexual effects of her clothes, all she
has done during a 40-second advertisement is grinding her body against her
boyfriend, slowly leaning back and forth showing off her boobs, gazing sexually,
licking her finger and creating sexual sounds. It is just visually disgusting
and degrading women!
Secondly, I wonder if Carl’s Jr. thinks it is funny to use
the phrase “join the mile high club” to introduce its food. The very thought of
having sex with a stranger in an airplane’s bathroom nauseates me! Does the
company really want to attach its food, its image with that cheap sexual
movement? Sexual advertisement is not sexy. People want delicious hamburgers,
to satisfy their hunger. This commercial only makes potential customers think
of sexually transmitted diseases as a hamburger.
As long as Carl’s Jr. insists on attaching its image with
overly sexualized and sexist advertising, I refuse to buy its products. I want
to buy food, not sex!
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