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Companies attempt to sell their product through the use of different aspects and types of sexual objectification of women; these attempts are wrong and hurtful to women because it strips them of their dignity as well as allows others to think these depictions are okay. By subjecting the woman to a publicly inappropriate pose the ad pushes the boundaries regarding how sexual ads should be able to be.
This advertisement demeans women in that they are portrayed as nothing more than an object to please the male race, not an equal. Bunny Crumpacker, author of The Sex Life of Food declares "Shape's the thing" which makes a food either masculine or feminine.
Crumpacker argues that red meat is obviously masculine, which means the sandwich's target audience is men.
Clearly, by including the women -- mouth wide open in front of the sandwich -- they are trying to get at more than just eating the masculine food.
By specifically targeting a male audience, this ad further widens the gap between the inequality of men and women. While most men look at this ad and laugh, women would typically react in the opposite way with feelings of shock and disbelief that something this forward is being commercialized.
Their promotion of such act enforces the widely stereotypical thoughts of women as sex objects. The commonly known sexually related phrase "size matters" also comes into play in this commercial because Burger King announces that its sandwich is a "Super Seven Incher" even though food ads normally present size in pounds, not inches.
In this instance, the portrayal of women as a sex object causes the audience to believe that it is okay to objectify women if it is done in a humorous way.
Upon viewing this ad, my first response was a slight snicker, however once I looked at it further it becomes apparent that ads such as this one are not okay.
Although females may initially see this ad as slightly comical it is highly offensive because it tries to make the objectification okay by mocking it.
In many cases humor allows for a ease of tension for delicate subjects. This Burger King ad on the other hand attempts to make the sexualization of women okay by turning sexism into a joke, but this "joke" fails to be seen as funny by many because sexism is still widely displayed today in both serious forms and attempts at a humorous approach.Susan Bordo Susan Bordo is the author of "Hunger as an Ideology" which talked about advertisements and how they present men and women differently towards food.
Whether it is eating it, cooking it, and body shape and size. Oct 15, · Classic Susan Sarandon or Classic Jessica Lange?
Answer Questions I’ve just finished reading “Lethal White” by Robert Galbraith and I don’t understand the Status: Resolved. Bordo, Susan. “Hunger as Ideology” (pp. ) In Unbearable Weight: Feminism, Western Culture, and the Body. Berkeley: University of California Press, Parkin, Katherine.
Campbell’s Soup and the Long Shelf Life of Traditional Gender Roles. Parkin, Katherine J. Food Is Love: Food Advertising and Gender Roles in Modern America. Nov 05, · “Hunger as Ideology”–Looks at ads as examples of cultural ideals about women and food.
These ads show that restraint in food is seen as feminine, that feeding others is seen as a lofty feminine pursuit, that indulgence in food is framed in sexual metaphors, and that men can eat and be loved while women are seen as turning to food as a.
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Susan Bordo "HUNGER AS IDEOLOGY" () THE WOMAN WHO DOESN'T EAT MUCH n a television commercial, two little French girls are shown dressing up in the feathery finery of their mother's clothes.