Free Essay

Sex: in Fast Food Advertising?

In: Social Issues

Submitted By zeab
Words 1093
Pages 5
Brandyn Zea
Writing 115
Chelsea Kachman
May 27, 2013
Sex: in Fast Food Advertising? Sex especially sexual objectification of gender has turned into a big controversy across the advertising world and it has crossed over into fast food advertising. Sex in advertising is something that does not need to be put out there. There is too much bad and inappropriate attention that draws from it. In these advertisements that are brought upon sexually mainly objectify women’s bodies. I just do not understand why businesses use women like they do to get across their product, they can sell it without using women, it’s not hard to do but I guess they want to attract more by using an attractive women but by doing that they are judging and putting down the what they call “plus size” women because to them beauty is thin which it boggles my mind that they actually do that. Beauty is defined within not by the way someone looks. Also, by doing what they do they are dehumanizing the sexually objectified gender. Since we live in a man’s world, mostly heterosexual, that potentially objectifies the female body. This premise is the starting point of the objectification theory that states that when objectified, women are treated as bodies that exist for the use or consumption of others, stripped of their individuality and personality. (Vaes, paladino, puvia, 774) Which is understandable to why they mainly want to attract the male audience, but in reality they are coming across to the adolescents as that it is okay to see women as objects and have no power or control, men have all the power.
Also, it seems to me that if men were sexually objectified that it wouldn’t be much of an issue since “we live in a man’s world” so no one would be like “this is wrong” and I would not be writing this paper if that was how it happened. Which is so horrible in our society. These sexually objectifying advertisements are really making it hard on women to where they cannot even try to look sexy without being looked as sexual deviants even for wearing a skirt and when they wear sweatpants they are portrayed as ugly. Women’s bodies are often treated as objects of beauty to be admired; at the same time, women’s bodies are also often reviled with respect to their more functional natures (e.g., menstruation, gestation, and lactation (Erchull, 32). So, with these ads, music videos,

Television shows, and movies, women are very admired but not in the way they should

Be. They are admired sexually. The way women are admired is not the way the younger

girls need to see, if they see how women are treated today then they will think that it is

okay and want to grow up to be the way they are, like what USA today said “It’s time to

stop assaulting our children with sex and violence in the media.”(USA today, 2005)
Fast food restaurants, is a place where kids and family’s come to enjoy but when

advertisements like the one I am writing about are sexually suggestive it really brings up

controversy in the industry. The fast food industry usually puts out ads about their toys

that is suggested to kids and their new burgers or deals to the parents to attract them

both in but now with this ad they are really targeting the teens to mid adulthood with

sexual objectification? Seems bizarre to me that they will go that far to attract a new

crowd that they normally do not attract with their usual ads. Attraction goes a long way if you use it right and nowadays their using attraction in the sexual sense of how they sell their product, that can be good if your advertisement is sexual or has that feel to it but these ads now just use it freely and that could end up to be bad if it’s already ending up in fast food ads then who knows where it could end up next, which is scary to think about. There has to be a limit to them to where and who they sell their product to because of all the different age groups, but with burger kings ad (the one I am doing) we now get a feeling that there is no limit because when we think of fast food we think of kid an family friendly well putting out an ad that comes across as if you eat this sandwich then you can get blowjob, that is not necessarily kid and family friendly. So, it really makes you think where is the last place you will find a sexual ad because I am probably not the only person who thought fast food ads would be on of the last places. After seeing this ad I am curious to find out what is next in the fast food industry because all of the other would to have of seen the ad burger king put out and it makes you think what the others will do or match, by that, that does not seem like a good idea. Women are not treated how they should be in our today’s society. They are sexually objectified, portrayed as sexual deviants by what they wear and how they look, their bodies define their beauty, and they lose their individuality and personality. Summarized: women are dehumanized and are only represented as objects. It is absolutely shocking to me on why they objectify women in they way they do because men are not even close to being sexually objectified because men have “all the power.” By businesses doing this to women the younger generations see this and some might even grow up with this everywhere so they think it is completely okay to treat women sexually and see women as sexual. In conclusion, women are humans are equal just like everyone else. Beauty is defined by whom you are, not by how you look. That is True beauty.
Works Cited
Erchull, Mindy. "Distancing Through Objectification? Depictions Of Women's
Bodies In Menstrual Product Advertisements." Sex Roles 68.1/2 (2013): 32-40. Academic Search Complete. Web. 28 May 2013.
"Girl, underdressed, not needed in burger ads." USA Today n.d.: Academic Search Complete. Web. 28 May 2013.
Vaes, Jeroen, Paola Paladino, and Elisa Puvia. "Are Sexualized Women Complete Human Beings? Why Men And Women Dehumanize Sexually Objectified Women." European Journal Of Social Psychology 41.6 (2011): 774-785. Academic Search Complete. Web. 28 May 2013.…...

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