Most of American males do not eat healthy, which is one of the reasons for the plenty masculine fast-food commercials. A KFC commercial launched to the public this year, starts with a note sent from a grandmother to her grandson saying: “Get yourself something nice”. The grandson, after going to a sandwich and a burger restaurant, finally finds a KFC, enters the restaurant, and decides to eat a pie stuffed with lots of chicken, meat and plenty of other ingredients. In most of fast-food advertisements, men show themselves as a superior figure by using women as an object to satisfy their needs, by consuming meat in big proportions because of their historical hunter nature, and to show their masculinity because of what they are capable of eating.
Macho behavior is shown by using women as an object to satisfy their needs. This behavior particularly occurs in the KFC commercial when the grandson uses the grandmother as a resource to get food when the grandmother provides him with money to buy “something nice”. This can also be understood as the stereotype of men going out of the house to look for food, understood as meat, while women stay
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“Man created rituals around hunting, most of which excluded women to gain status for themselves” (456). Historically, males have always been associated with killing and eating animals (meat) in big proportions in order to achieve power. Therefore, meat is seen as a masculine food. This behavior is shown in KFC commercial when the grandson leaves the burger restaurant because he realizes hamburgers are small. Whereas men are more associated with eating meat, women are associated with agriculture, consumption of plant-based food, and healthy food in general. This association is made because, according to History, females invented cultivation. There is a clear “sex role stereotype promoted in fast food that is as unhealthy as the fast food itself”