BK Epic Fail: Sell a sandwich by suggesting fellatio

24 06 2009

Burger King ran this ad in Singapore:

bksevenincher

The text of the ad says:

Fill your desire for something long, juicy and flame-grilled with the NEW BK SUPER SEVEN INCHER. Yearn for more after you taste the mind-blowing burger that comes with a single beef patty, topped with American cheese, crispy onions and the A1 Thick and Hearty Steak Sauce.

“It just tastes better” and “It’ll blow your mind away”, huh?  Featuring a blonde all made up with her mouth hanging open as if she was about to give a guy a blow job is a tasteless and demeaning way to sell a stupid sandwich that will probably clog your arteries.  Degrading and devaluing women makes it taste better doesn’t it?

This is an enraging ad and hopefully many people will look at this like Um, WTF?!!! But of course there are always those who will just be like “whatever, it’s just an ad, stop making it such a big deal!”  No, it’s not just an ad, and yes it is a big deal.  You can’t just look at this ad in isolation – it’s part of the larger patriarchal culture of sexvertising that utilizes and normalizes sexist images that reduces women to mere body parts, therefore dehumanizing and objectifying them.

The ubiquity and the normalization of these bullshit, vomit-inducing images perpetuates a misogynist culture in which women are second class citizens and perceived as merely objects for public consumption.  This contributes to rape culture in which rape is pervasive and sanctioned through sexist attitudes and beliefs that make violence against women seem like a natural, normal and inevitable part of society.  Paradoxically because misogynist imagery is so normalized in society, we don’t see it because we see it everywhere. 

Burger King, way to epically fail again.


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