This Carl’s Jr. ad aired during the 2013 Super Bowl, one of the most viewed television events of the year. It shows an attractive woman in a bikini eating a fish sandwich. Is that really all that is being advertised here though?
In today’s ad industry women are highly sexualized/objectified. Although this woman may be attractive she is obviously oiled up, photoshopped and wearing a very small bikini. Women have always been told how to “be feminine” like in Douglas’ article when she bring up the idea of “what it means to be a girl”. Ads like this give women and men a false idea of what femininity should look like. Many ads in today’s culture are products for loosing weight and make-up. Women are supposed to be “feminine” but not too much as to lead to “slut-shaming”.
How is this ad supposed to be making the viewer want to buy a sandwich? Would this ad be as effective is the gender roles were switched and it was a man eating a sandwhich on the beach?