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Walden, Erika-Ina Professor Corri Ditch English 115 9 December 2013 One Step Forward, Three Steps Back Visual presentation has a powerful effect on the human mind. Images allow people to interpret information without the use of words, even if this interpretation may not be specific. Being given a word picture, a picture that communicates any strong topic or emotion, allows conversation and debate for interpretation. Nearly anything can be a word image, one popular example of a word image is Carls Jr. advertisements, which objectify women. There is a lot of room for interpretation between the racy advertisements being objective or proving successful in sales as well as contradicting popular sexist stereotypes. However, there are other ways to appropriately advertise while still being profitable. It is not necessary to objectify women, or men for that matter, in order to have businesses flourish in sales. Carls Jr. poster advertisements bring up controversy since they typically depict women seductively biting into their burgers. However, sometimes the women are not tasting the food, but posing appealingly near a Carls Jr. to-go bag. Popular arguments may be that women are being objectified. Men have only recently been advertised in similar ways as the women, so it is likely that this objectification has become an arising issue that Carls Jr. has attempted to fix. Writers from the site Jezebel discuss their disappointment toward their collection of Carls Jr. video advertisements. In response to the Paris Hilton car wash commercial, contributing author Madeleine Davies says, Its upsetting because of its objectification of women. It is infuriating because who in their right mind eats a burger with sopping wet hands? Exposing men in similar

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ways may be done in hopes that these racy advertisements would be less offensive to women. However, women continue to be more sexualized in these advertisements. Degrading women is indefinitely a negative component when one considers the judgment another woman may endure after watching yet another model-type woman sexualizing herself on television or public posters, or feel intelligence has been forgotten and insulted. This may also be a condescending way to view women, implying that physical appearance outweighs knowledge and character when it comes to finding a partner or becoming successful in life, in areas such as the workplace or getting what an individual wants. Although the advertisements may prove successful in sales, there are other efficient ways to endorse food. Another point that should be mentioned, is indeed, it is not only Carls Jr. at fault for these risqu advertisements, but those participating in the commercials. Two scholarly articles both refer to Western women being more bodily focused and attentive to appearance. The scholarly article "The Effect of Thin Ideal Media Images on Womens Self-Objectification, Mood, and Body Image" in Sex Roles by Brit Harper and Marika Tiggemann recalls There is no doubt that Western women are subject to a great deal of pressure to conform to the thin ideal of feminine beauty (649). Another article Understanding Sexual Objectication: A Comprehensive Approach Toward Media, Exposure and Girls Internalization of Beauty Ideals, Self-Objectication, and Body Surveillance in Journal of Communication, by Laura Vandenbosch & Steven Eggermont points out, Popular mass media in Western societies have been criticized for sexually objectifying the female body (869). While feminists and other women are working hard to be viewed as equals and fight for a serious stance, other women volunteer to be publically portrayed in alluring forms. The former article mentions that exposure to sexually objectifying media may trigger self-objectication. Although these

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women and men may be comfortable in their own bodies that will be viewed by the masses, families and women and men of all ages may view these commercials and feel inferior or offended. Of all fast food establishments, Carls Jr. is the only company especially suggestive in advertising. The organization makes conscious decision to portray disrobed women while the men are fully clothed. An online Los Angeles Times article also records the controversy of Paris Hiltons advertisement and Carls Jr.s unapologetic take on the commercial, marketing chief Brad Haley explained the concept as: Great-looking actress, great-looking car, great-looking burger, that's pretty much the idea." One male advertisement depicts a man eating normally while another has an alluring appeal, holding a burger to his mouth. Meanwhile, the majority of these advertisements are women, attired in crop tops or low cut V-necks ranging from posing with the burger, near a Carls Jr. bag, or eating the burger alluringly as well. The Carls Jr. television advertisements collected by Jezebel coincide with witty and sarcastic comments addressing the degradation of women; the site points out the unrealistic scenarios in which women are eating, for example, their commercial of a woman eating a burger while riding on a mechanical bull. Los Angeles Times suggests Carl's Jr. advertisements are targeted at young men and boys with such extreme sexual appeal in public advertisements. Although men have been represented in an alike form, it is not all the same. Women remain mostly revealed and are the more popular choice when it comes to this type of public advertisement, so it remains somewhat objectifying and exteriorized. Contrarily, this is not to propose more male advertisements, but make public posters as well as television advertisements more appropriate and less provocative. On the other hand, many may argue that these advertisements are effective since society strives to meet the expectations to be a fit, gorgeous woman and Carls Jr. selects such women to

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advertise their product. This demonstrates a beautiful woman eating what they please, contradicting the stereotype that attractive women do not eat unhealthy food. These advertisements acknowledge sexually empowered women. These women may not be objectifying themselves since they are receiving what they desire, by their own means, and by implying sexual behavior and acting provocatively. According to web author, Elizabeth Hall Magill claims in her article The Power in Sexual Empowerment sexual objectification can be mixed up with sexual empowerment: Young womenoften confuse sexual empowerment and sexual objectification. Heres why: a gorgeous woman who knows shes gorgeous and uses her beauty and the desire it engenders to get what she wants has a degree of power over others. Ergo, the argument goes, shes empoweredeven if shes being objectified by a very large audience, for the purpose of selling a product or increasing television ratings. (Magill) Although women are fighting for equal rights, it does not mean that women must hide their sexuality. Magill also states the more women owning their sexuality seen on television and perhaps advertisements embrace their desire and the desire of others, just as men are able to and can gain equality. Women will not feel objectified if more individuals are confident in their bodies, flaunting properly and do not accept degradation of others allowing actual power in sexual empowerment. With this in mind, it is admirable that Carls Jr. takes on the challenge and risk of being criticized for the racy commercials and the unlikelihood of having such an exquisite body from eating fast food. However, it is unnecessary for women over-exposure in their endorsement and pursuit of business. It is needless for women to divulge too much skin on a poster where family and children may eat. Not only addressing women, but men in addition, do not need to act

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provokingly to sell food for the company since it is not a car, clothing nor a woman or man that comes with each purchase of a burger and fries. Although the sales may go up with each jawdropping commercial, the representation is not worth it and there are other beneficial as well as classy, conservative ways to endorse food. Advertisements such as these are uncalled for, unappreciated and irrelevant in an era where women are trying to be taken seriously and gain a higher standing in society. This topic is extremely controversial and may be unproductive in the sense that every step forward equality takes, each publicly degrading case is three steps back.

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Works Cited Davies, Madeleine. Badvertisement. Jezebel. 13 March, 2013. Web. 13 October, 2013. Magill, Elizabeth H. The Power in Sexual Empowerment. Yo Mama~ Cause there aint no yo daddy jokes. 24 October, 2011. Web. 5 December, 2013. Harper, Brit, and Marika Tiggemann. "The Effect of Thin Ideal Media Images on Womens SelfObjectification, Mood, and Body Image." Sex Roles, 58.9 (2008): 649-657. EBSCO. Web. 13 October 2013. James, Meg. Critics Are Saying 'That's Too Hot' of Sexy Carl's Jr. Ad. Los Angeles Times. Los Angeles Times, 24 May, 2005. Web. 13 October, 2013.

Vandenbosch, Laura, and Steven Eggermont. Understanding Sexual Objectification: A Comprehensive Approach Toward Media Exposure and Girls' Internalization of Beauty Ideals, Self-Objectification, and Body Surveillance Journal of Communication, 62. Issue 5. 2012: 869-887. Print.