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?
The frontier, the idea of new lands needing to be explored and Manifest Destiny. In the text “The Adventures of the Frontier in the Twentieth Century”, Limerick discusses this old thought of the frontier and pioneers and and of the white man journeying into lands unknown to defeat uncivilized savages. This classic vision of the frontier has now been portrayed in movies in pop culture such as James Cameron’s Avatar.
Avatar tells the story of the white man coming to an already inhabited place and taking it for their own. In the movie the people of Earth journey to a planet called Pandora inhabited by the natives called the Na’vi. Their mission for being their is to obtain a rare mineral called unobtanium and they will do anything to get it. They refer to the Na’vi people as “tall blue things” and “savages” and eventually displace them from their home, when it was never theirs to take.
Native Americans have been displaced from their land ever since the settlers first arrived in America. Driven by American exceptionalism, we have always had this idea that is our duty to conquer new lands and to civilize them, but has it ever really been ours to take?