Burger King Magazine Advertisement: How Ads Display Females

1104 words - 4 pages

Magazine Advertisement EssayEverywhere we turn; there are ads that sexually exploit women's bodies to sell products. The use of women's bodies in ads is a cheap trick that marketers use instead of making more thoughtful arguments on their products. The secret used in these ads is quite simple: Attractive bodies are employed to grab attention and stimulate desire, which advertisers hope will then be transferred to the product. Burger king has a new sandwich called the "Super Seven Incher". This juicy, flame- grilled sandwich is filled with cheese, onions, and a beef patty topped with a "hearty" steak sauce. Sounds a lot like something a man would love. This ad helps create an atmosphere that devalues women as people and makes them seem more like objects in order to gain customers.There is an image of a woman in the ad; the way she is positioned and the features in her face aim at putting a specific sexual idea into men's heads. The bright red lips, the blue eye shadow, the wide eyes, and the gaping mouth, makes her seem like an object-a stereotypical blow up doll. Her red lipstick stands out the most in her face. Red is the color representing lust, sex, and/or danger, ultimately meaning that this woman is being associated with sex. Any male would be immediately attracted and drawn to her due to her luscious red lips. Therefore, men would go buy this sandwich.Her eyes are incredibly dominant within her overall appearance, the dark smoky eyes, representing danger, darkness and mystery. The way that they are really wide open is an expression that one would not have looking at a burger. It demonstrates how excited, overwhelmed, and shocked she is to see this 'huge seven incher,' whether that's because she's never seen a seven inch burger or whether it's a reference to oral sex. Her overall position in the ad is not focused on the audience at all; her eyes are directly staring and completely focused on the burger; which adds more to the sexual innuendo being portrayed here. Her mysterious eyes lure the customers into buying the sandwich because they want to know what's in store for them.The description sits completely parallel with the sexuality of the images. The language used in this ad such as 'yearn for more after you taste', 'juicy' and 'fill your desire' all demonstrate how advertisers use sexual desire to get people to buy their products. Sex is a universal feel good so in relating sex to food the advertising company wants us to relate eating their foods with feeling good.The word 'blow' in the heading is a word the audience can interpret as sexual and inappropriate, and because it's part of the heading, it's the first thing the audience is going to read. Although the slogan stands out in contrast with the dark background and manages to draw attention, it fails to attain its ultimate objectives. "It'll blow your mind away" does not have a problem when being used on its own, but when it is combined with the woman with bright red lips and the...

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