“Ads sell more than products. They sell values, they sell images. They sell concepts of love and sexuality, of success, and perhaps most important, of normalcy. To a great extent they tell us who we are and who we should be”. Throughout the years, in many of these ads, women have been portrayed as sexual objects, they have been objectified and propagated as having a submissive role in a patriarchal society. Despite today’s efforts for a more open-minded idelogy towards women and the several feminist movements that search for gender equality, the advertisement industry continues to depict women in a sexist way which detriments women and serves to appeal the male audience. An example of this is Carl Jr’s, an American fast food brand that commonly portrays sexy women with little (or no) clothing pieces that have non-existent …show more content…
As soon as the commercial begins, the spectator is presented with a close-up shot of Charlotte McKinney, a blonde model sensually gazing at the camera while flipping her hair and whose upper torso is only shown, emphasizing the bouncing of her breasts through the use of slow motion. The close-up immediately establishes the focus of the commercial to the model, enhancing her provocative movements to create an atmosphere of explicit sexual desire. The model’s sexiness is furthered conveyed through her erogenous facial expressions, thus, provoking lust in their male target group. This is because, from a psychoanalaytical perspective, men are considered to be driven by their id - their impulsive and instinctive desire. Therefore, in adverts such as this one, Carl Jr’s targets the idea that ‘sex sells’ - which is compatible to Maslow’s Theory about the Hierarchy of Needs, placing sex in one of the stages of needs. Hence, the purpose of objectifying and sexually representing women is to appeal to men’s basic need for sex, therefore, aiming for