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Component 1:

1.0 Title:  A Critical Review On Objectification of Women in Carl’s Jr. Advertisements

2.0 Introduction:

Media and Communication: the research topic that has been chosen for the purpose of discussing media and communication is the “Objectification of Women in Carl’s Jr. Advertisements.” The reason this subject matter has been chosen because for a long period of time the advertising agencies of the giant companies are objectifying women and using women’s bodies and sexuality to sell the product. Especially, fast-food giants are the ones who initiated it.

The most leading fast-food giants like Burger King, Subway, and Carl’s Jr. are the ones who started using almost naked supermodels in their commercials to attract the youthful generation. And this is why the representation of women has been exploited in society and such companies are the major reason behind

it. Carl’s Jr. does not only shows extreme sexism in their commercials but actually uses sexually desirable sound effects and a plot that could turn on the target audience. Application of Key Concepts to “Objectification of Women in Hardee’s Carl’s Jr. Advertisements:”

3.0 Key Concepts in Terms Of “Objectification of Women in Hardee’s Carl’s Jr..’s Advertisements”

3.1 Ideology as a Key Concept:

From a perspective of the key concept of ideology — this is the set of beliefs and ideas that an individual, a nation, or a particular group of people hold. The advertisements of Carl’s Jr. are based on the ideology of sexism. Sexism is generally the belief and idea that the male gender is naturally superior to the female gender, and

females are supposed to be the subordinates of men. Sexism inherits from a set of implicit or maybe explicit beliefs, untrue assumptions, and actions based upon an ideology of “inherent superiority of one gender over another,” but in most of the cases, it’s the male gender that is considered as the more powerful one in terms of physicality, intelligence as well as financially. In terms of sexism as an ideology depicted by Carl’s Jr.

In advertisements, it can be interpreted that women are only used for sex and exploitation. Women are not objectives and should not be used solely to sell their bodies for a burger (Zimmerman and Dahlberg, 2008); (Just, 2014).

3.2 Ideology Critique as a Key Concept:

While Ideology Critique is a concept that was originally originated in Marxist critical theory, it usually takes a number of forms and a number of methods such as deconstruction, post-structural and structural Marxism, psychoanalytical criticism, and feminism. In terms of media and communication, ideology critique is stated by “subjecting texts to an analysis that actively asserts the critic’s radical, rivalry position.” The advertisement is that the demographic it tries to appeal is immensely vast. The commercials feature slim, attractive women who are usually showing their skin.

Most of all the advertisements position women in a sexual way with their fast food items. And, the truth is that the reality of fast food has nothing to be done with the sex appeal of women.  The essentially naked women shown in the commercials of the Carl’s Jr. Ads have actually nothing to do with the charbroiled, thick, and bacon burgers company delivers. Therefore, as a critique, I would like to say that the advertisements not only chooses the wrong gender to address, the way it is addressed are highly disgusting and exploitative towards women’s image in society.

And now, due to such ads, a stereotypical image of women is created, as mentioned above “The Sex Symbols” (Stoya, 2014).

3.3 Narrative Structure as a Key Concept:

Another key concept that is related to the world of commercials is the narrative structure of the media text in the form of advertisements displayed by the company.  The narrative structure is based on two basic concepts. One being the content of the story shown in the commercial and the other one is the way a story has been shown. Media and Communication The narrative structure is divided into two parts that best describes it, these are story and plot.

The story refers to the “raw material of the dramatic action” shown in the commercial which is most of the time shown in chronological order.

Such as in the case of Carl’s Jr. Advertisements, the commercial has a highly solid and structured narrative structure. Carl’s Jr. being the super model-centric fast-food chain makes the burger ad more desirable to the targeted audience. It’s very clear that Carl’s Jr. readily and bluntly uses sex to promote its recent launches. Therefore, in the case of narrative structure, Carl’s Jr. does pretty well which actually enables and motivates their target audiences to prefer them over other fast food selling companies (Mustafa, 2011)…