The Root of the Problem

Many fast food companies, like Carl’s Jr. and Burger King, are known for the sexual advertisements they use to promote their products. The topic of Carl’s Jr. going over the top has been especially popular since their All-Natural Burger commercial featuring 21-year-old Floridian model, Charlotte McKinney, which aired during the 2015 Super Bowl. The ad featuring ‘Ms. Melons’ is Carl’s Jr.’s most successful advertisement recorded, containing higher views on Youtube than any other, even more so than ones with Kim Kardashian or Paris Hilton. 

Charlotte McKinney

"If you can't take a joke, then don't watch it."

However, similar to dolphins caught in a fish trap, children watch these sexual advertisements shown on public television and are unknowingly influenced by such content. Studies support that younger generations then interpret similar themes as acceptable behavior in society. Results include an increase in levels of violence and unrealistically high standards for the physical human body, with noticeably more pressure placed on women. Young girls today have some of the lowest recorded self esteems because of social pressure to be thin, yet curvy, natural beauty, yet flawless skin and hairless legs.

The first recorded use of sexualized content in advertisements occurred in 1871 when Pearl Tobacco advocated the image of a “naked maiden” on their product packaging(1). By gradually increasing the nudity of women in commercials since the 1870s, when Pearl Tobacco promoted the first “naked maiden” product packaging(2), society’s view of the female image has lacked respect due to growing exposure of a woman’s body. Modern day advertisements involving women’s are portrayed as luring, flirtatious, and lustful, resulting in society’s bias towards women. Nudity is viewed as oversexualization, which has tainted the innocence of society’s youth, it is not the content, but instead the way the content is utilized that has highly debatable aftereffects on current and future generations. Compared to the past, the focus points that companies advertise have changed dramatically. 

Burger King ad promoted in Singapore in 2009

In 1987, a Burger King advertisement simply displayed a burger meal with the slogan “Get your Burger’s worth” underneath (3). In 2014, however, Burger King released an advertisement of a male looking down surprised and a slogan “Irresistibly long and beefy” above the image(4), referring to the  male sexual organ. The advertisement campaign by Burger King, uses sexual references in their wording to entice interests from viewers. As the 1987 Burger King advertisement contains no sexual content, it showcases how society’s standards are constantly evolving. Most 2014 advertisements boast topics regarding intimacy and sexuality. Once large scale companies such as Burger King use sexuality in their advertisements, the trend causes many more companies to follow within the corporate world.

1Dovovan, Patricia. "Study Finds Marked Rise in Intensely Sexualized Images of Women, Not Men." - University at Buffalo. University of Buffalo, 10 Aug. 2011. Web. 03 Mar. 2015.

2DeGeorge, JJ. "Preclinical Predictors of Clinical Safety: Opportunities for Improvement." - Sistare. Wiley Online Library, 16 May 2007. Web. 11 Mar. 2015.

3 Peppers, Margot. "'I Sifted through HUNDREDS of Sesame Buns to Find the Right One': Professional Food Stylist Reveals the Secrets behind Mouth-watering Ads." Mail Online. Associated Newspapers, 04 Apr. 2014. Web. 03 Mar. 2015.

.4Vukovic, Diane. "Depressingly Real Examples of Sexism in Meat Marketing - PlenteousVeg." PlenteousVeg RSS. Plenteous Veg, 24 Mar. 2014. Web. 03 Mar. 2015.