Desire and Yearning, Burger King Style
June 25, 2009
by Jenn Q. Public
|This post originally appeared on the author’s blog, Jenn Q. Public. The author presents her own views, not necessarily those of The New Agenda. A Reuters columnist points out that the ad was not created by Burger King’s American agency, Crispin, Porter & Bogusky, and that it is running only in Singapore. Nevertheless, this ad reflects on the character of Burger King, an American company.
I present you with reason number 247 to stay away from Burger King:
Others have noted that the woman in this ad resembles a blowup doll, but the problem with the image goes beyond the objectification of a woman by reducing her to a single orifice. More disturbing is the juxtaposition of blatantly sexual ad copy with a wide-eyed woman who looks utterly horrified at the “Seven Incher” headed toward her open mouth. That’s not the look of a woman who’s happy to be there.
If you can’t quite make out the ad copy, here’s what it says:
Fill your desire for something long, juicy and flame-grilled with the NEW BK SUPER SEVEN INCHER. Yearn for more after you taste the mind-blowing burger that comes with a single beef patty, topped with American cheese, crispy onions and the A.1. Thick & Hearty Steak Sauce.
Desire? Yearning? I’m not seeing it.
In addition, there’s the main ad copy: It’ll Blow Your Mind Away. Not, it’ll blow you away, but it’ll blow your mind away when it’s shoved down your throat and chokes out the back of your skull. This ad isn’t merely sexually suggestive; it’s evocative of sexual violence.
I’m not opposed to sexual innuendo in advertising, especially if the ad campaign is unlikely to be seen by children. Depictions of sex don’t make something sexist. But I like my sexual imagery to portray all parties, men, women, and phallic sandwiches, as if they are fully enjoying themselves. This ad doesn’t come close to cutting it.
Apparently Burger King didn’t learn from the widespread outrage and boycotts following their Spongebob/Sir Mix-A-Lot mash up. Please let them know that their latest ad campaign isn’t an improvement:
Burger King Corporation
5505 Blue Lagoon Dr.
Miami, FL 33126
Consumer Relations (305) 378-3535, M-F, 9am-5pm EST
Investor Relations: investor@whopper.com
- phallic symbol, single orfice gaping young woman with red lips, startled/shocked, the words “It’ll blow ” in extra large print right below the picture, clearly and strongly suggesting she will fellate a goddamn sandwich, objectifying her with force, the sandwich phallus about to be rammed into her mouth – we’ve got some real vicious sexist pigs at work with burger king. this ad needs a full scale attack with harsh words of condemnation coming from all quarters
In addition to protesting Burger King directly, we should write the TV stations and tell them not to show any BK commercials again. Instead, they should air only Wendy’s, McDonald’s, Taco Bell, and other honorable fast food places. I really liked what people said over the Letterman protests – write the companies and tell them to stop airing their commercials on his show. We can do the same in reverse.
Advertising really does affect the consumer population. I’ve noticed this a lot at work as a cashier. Due to Wendy’s commercials, more spicy chicken sandwiches and more coffee toffees have been sold than any other product since those commercials began. An unexpected side-effect is that men order the spicy chicken and women order the coffee toffees.
Some results aren’t planned, but the sexism in BK’s advertising is so obvious that it is clear they know what they’re doing. They know they’re being vile sexists.
You have to wonder who comes up with this crap. The odd thing is they probably think it is an ad that should appeal to women because they probably think this is sexy and funny to women. You have to admit, while you are writing to the company and also not taking your kids there, that the dumb a$$e$ at Burger King are hilariously entertaining in their stupidity while committing brand suicide with 52% of the population.
Sounds like Bk has recruited their copywriters from a frat house. Perhaps it is indictative of some sort of lack of social skills, intelligence or lack of something else.
I USED TO EAT AT B.K. ALL THE TIME HOWEVER I AM BOTCOTTING BURGER KING NOW BECAUSE OF THEIR RECEENTLY SEXAULY CHARGED ADS THAT TARGET OUR CHILDERN
I ALSO WILL NOT WATCH AN STATIONS THAT SHOW BURGER KING ADS
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