Last year, Carl’s Jr. released an Ad for their new Turkey Burger. The ad targets men by using sex to sell the burger. Miss. Turkey starts the ad by walking down the pool strip in a robe but then slowly starts to undress and reveal herself in a bikini with tiny turkey burgers printed on it. All the while, she is trying to make eating this burger look sexy. The makers of the ad decided to make it so that all eyes were on her so the surrounding people on the pool deck are either men who are middle aged and above and not in great shape, or women who are dressed in one piece swimsuits and sitting on the ground (0.03sec two women on the left) or who are in two pieces and being modest about it (0.25sec woman in the background slouching). All of the extras seem to be gawking over her and we, the viewers, are supposed to believe that they are staring at her burger and not her body but in reality the creators were aiming to get us to connect the sex that is being sold with the food that is being sold. As Kilbourne mentioned in her newest documentary, Killing Us Softly 4, our country is so obsessed with sex that advertisers have begun to sex food as well. The ad also relates to fat studies. The narrator states the calories of the burger at the end and a model, Miss. Turkey, is shown eating the burger to display to the viewers that it is “acceptable” to eat this burger without feeling guilty about eating it. The advertisers for this burger used the country’s obsession with sex and anti-fat tendencies to sell their burger.
Jean Kilbourne, “Killing Us Softly 4” (2010)
Marilyn Wann, “Fat Studies: An Invitation to Revolution” (2009)