My best friend just linked me to this image and I was immediately reminded of the blog post I wrote about the subtle prejudices hidden in the subtext of Dove ads. This, however, is too obvious to even warrant such an analysis. We have an open-mouthed woman in deep red lipstick about to go down on the Super Seven Incher, which sits directly above the enlarged word “BLOW.” I’m not sure how it could get much worse. Perhaps if Burger King sold hot dogs instead?
In their advertising text, Burger King does away with any attempt to throw in the usual cunning, subtle remarks and instead goes with this:
“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 A1 Thick and Hearty Steak Sauce.”
I’m not sure whether it’s even worth picking apart at the details of this text because the sexist imagery is so shamelessly vulgar I’m tempted to think the BK masterminds created it to be that way, if only to stir up controversy that will really have everyone talking. Otherwise, Burger King needs to hire a new employee for their Sexual Nuance Conceptualizer position, because the language sounds like something a 13-year-old boy might say while harassing a female classmate about his own long and juicy member blowing her mind. BK doesn’t even attempt to mask the sexual positioning of their female model, instead caking on her makeup in a way that makes me imagine her dressed as Julia Roberts in Pretty Woman. I’m not even sure if the word “blow” is meant to further emphasize the obvious sexual act going on here, or if BK is gloating about the blow-up sex doll they’ve created out of their model for this advertisement. Thoughts?
No amount of “sexy” ads would make me want to eat that.
I agree! I’m a vegetarian to begin with, but aside from that and regardless of the advertising techniques, that burger doesn’t look remotely appetizing. Just awkwardly shaped and rather disgusting.
I’m wondering which demographic they’re targeting here? Whores, maybe? I mean, if they’re making it SO explicitly sexual, people might feel dirty eating it. Or, in the case of most guys, weird.
I wouldn’t eat it, just because it sounds disgusting/like a heart attack.
Ha — I’m wondering the same thing. I suppose they’re going along with the motto that sex(ism) sells, plain and simple. Not sure what type of person would really be attracted to this ad. Perhaps most recent studies reveal BK fans to be adult men who enjoy going out to eat with blonde prostitutes?
It’s funny you mention that because now that you mention it, it’s hard to figure out who they are targeting.
Speaking of heart attacks you should visit this site: http://www.heartattackgrill.com/. Unfortunately, it is a real restaurant. :-\
That’s totally tasteless, pun not intended though it definitely makes me feel icky about eating it.
Going just that bit too far for the all-ages audience that’ll see it unless it’s limited to sex clubs or the like.
The age thing is another question I forgot to bring up — aren’t children a large part of their demographic? Really makes you wonder…
Yeah, I’m not really sure what this is about or, like Josh said, who they’re targeting. Adolescent males? That’s the only demographic I can think of that wouldn’t be offended/weirded out by this. I’m really getting sick of stupid advertisements that feature sex or sexism, both ways (either these, which show women, or those stupid pizza/microwave dinner commercials that talk about how men can’t do anything around the house).
Ah, those commercials annoy the hell out of me too. My male friends always joke about them because a number of them are actually very good cooks, and occasionally they’ll put out dinner for me and a bunch of friends. Ha. Well, thank goodness I rarely ever watch television…
You do have to give BK credit though. The ad does what it’s supposed to – get the word spread around. I don’t have any particular anger or upset with the ad, I actually find it rather amusing. It’s no worse than a book that sells copies by putting a woman with her hands over her breasts or a man covering his penis. Yes it’s sexist, but I think the idea is supposed to be funny.
Although I will agree that I’m not sure it’s gonna sell a sandwich. But then again, what will sell BK?! Really do people eat that stuff?! Maybe it’s just cause I’m a vegan and find the whole meat thing repulsive. Haha. And besides if we are making a penis reference… isn’t seven inches not really THAT amazing. Maybe that’s what the ad means: “The BK 7-incher… Not THAT Amazing!”
Oh and by the way, congrats on the new site Laur! I think the title fits very well and I wish you the best of luck with the blogging and photography!!!
Haha. I feel like we haven’t spoken in a while, it’s good to hear from you! Anyway, I’m with you on the meat thing… not sure what could really make BK look appetizing in the first place. They did come out with a veggie burger a while back, and I’m not sure if they have anything else of the sort (in order to follow suit with McDonald’s and their salads… how healthy fast food can be!), but whatever.
Yes I know! Long time no talk!
Haha oh yes the healthiness of fast food in America.
I guess Burger King is getting what they had intended to with this ad: spread the word about their campaign and/or their new burger. I do agree with you though, sexualized advertising has been getting less and less subtle over the years and it’s just… ugh.
I’m glad I don’t eat burgers and never go to Burger King
Ha, lately I’ve noticed people blogging about this ad everywhere, so I suppose you’re right. I still wonder if BK is going to retract it or comment on the response they’ve gotten… hm.
Burger King’s ad campaigns went off a cliff a while ago. They’ve got that creepy voyeur/stalker person in the king costume, too. Also that TV commercial for Sponge Bob Squarepants kid meals with the song about liking big butts and women dancing around shaking boxes on their butts. I actually like burgers, but won’t go to Burger King (or McDonald’s). Like sex, eating should be sensual… this coarse ad doesn’t do justice to either.