Introduction
Sex, gender, and sexuality often appear in advertisements for various products. It is so because these phenomena have a robust impact on people, and Carl’s Jr burger advertisement with Paris Hilton is a suitable example. It depicts two young and sexy women who are washing a car and eating a burger. That is why one can say that the video is aimed at men because it features pretty women, food, and a car.
Main body
This video is considered infamous since it reinforces patriarchal and outdated cultural norms that represent specific gender roles that still exist in society. It relates to the fact that women are objected in the advertisement. It was a typical case that women were considered a useful tool in advertising to attract the attention of men. If a video or image depicts a woman in underwear, male customers tend to express a higher desire to have this advertised item. This traditional approach is practical, and that is why sexual images are used to sell various products, including sex-related goods, alcoholic beverages, food, and others.
The information above means that the burger is not the only product that the advertisement is selling. Sexuality is another significant phenomenon that is present in the video under consideration. It is so because Carl’s Jr. understands that men represent a higher portion of its customers, which has made the restaurant chain to focus on depicting female bodies to strengthen the customer’s interest. In addition to that, the advertisement is selling sophistication and leisure. This video evokes specific emotions, and customers believe that these emotions will be restored if they eat the burger.
Conclusion
The information above explains why the advertisement is opposed from a feminist perspective. Concerns exist because feminists are sure that it is inadmissible to objectify women and use their bodies as marketing tools.
Reference
Hilton, P. (2017). Paris Hilton Carl’s Jr commercial 2014 [Video]. YouTube. Web.