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Beauty Redefined Controversy

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Carl's Jr. Secretly Sells Sex From far away, the viewer sees a half naked woman lying on her back, arching her posture into a luscious position. There is something she is holding in her hand and she is holding it against her mouth. Move closer and realize it is only a burger, and automatically the whole setting is clear: it’s just another one of Carl’s Jr.’s erotic advertisements. Carl’s Jr. has been around for over 50 years, and the science behind their successful controversy lies behind images of beautiful women. Their portrayal of women is mainly used to objectify them for their product selling gold. This strategy is outlooked mainly towards the male gender group, and this already is promoting a sexist remark from women. Juxtaposing to …show more content…

Authors Lexie and Lindsay Kite, 28, are both alumni’s at the University of Utah. They have their doctoral degrees in media and body image, and currently running a successful nonprofit company named, Beauty Redefined. Their campaign web blog is on the spread to campaign their awareness of the sexual objectification in Carl’s Jr’s advertisements. Their perspectives on the COmpany revolves around three major points that they pointed out in front page of their blog. The first thing they deciphered was how the Company’s advertisements was aimed towards teaching boys and men that women are passive objects and it’s okay for them to be both looked and acted upon. Briefly meaning, that women are easy to be used and treated like food is taken in. The second thing they pointed out, was that the company’s goal was to teach girls and women that they only exist to view themselves as sexually desired by others, and raise the attention towards judging themselves from the advertisement. Meaning that, the use of women to be posed sexually or in a erotic position, makes the feminine audience to compare themselves to the person and give them the idea that the advertisement image is the correct image of what they should be. As wrongfully as it sounds, this is one of the hidden messages that can be pointed out from the Company’s invisible messages. Lastly, the website concludes the third fact as the main message that all viewers can see: the company’s tools to their advertising is to use women as sexual objects for their products. Following with the hidden stereotypical message saying, women are a piece of meat to be desired by

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