I am going to go out on a limb here and claim that the Carl’s Jr. marketing team is not the most creative. Carl’s Jr. has gotten into the habit of using the same formula for advertising: A sexy woman, or women in some cases, eats the product being advertised as seductively as possible.
This video features Kim Kardashian, claimed by some to be one of the most beautiful women on television. The video commences as she enters her bedroom and proceeds to lie on the bed where she seductively eats a salad. The fact that she is on her bed already hints at the underlying addition of sexual desire and sexual appeal. The sensual narration, the lingerie, the small amount of dressing that oozes out as she bites the apple, the baby-making soundtrack, and the sudden introduction of a bubble bath all make this video appealing to heterosexual males or anyone interested in sex.
This commercial uses Kim Kardashian and her body as an object to call attention to the salad. She is made into a sex object and is dehumanized. The commercial and the sexual innuendo make her appear overly sexual.
Jean Kilbourne’s Killing Us Softly 4. The setting adds to the idea of sex due to the fact that Kim Kardashian is known for becoming famous because of a sex tape. This further takes away form her as a person and turns her into an object that represents sex. Her narration makes no logical sense and has heavy sexual innuendo. While the salad should be the main focus of the commercial, we see more of her body than we do the salad. Kim as a woman is not being sued to advertise this salad. Her body is.