Commercials are kind of like gnats; annoying and in your face. Unlike gnats, however, which must content themselves with harassing people for a number of months while they’re outside, commercials can (and do) bombard us 24/7, like I.V.s connecting us constantly to the market. Commercials invade our world better than any army could and seal us in through our TVs, newspapers, magazines, they appear on billboards as we drive, and are even plastered in public bathrooms at times! We are looked down upon by obnoxious 7-year-olds trying to pressure us to be cool by buying the latest car! But if your average commercial is a gnat then sexist commercials are gnats the size of Donald Trump and about as tactful, too.
Speaking of big, blundering annoyances, Hardee‘s is the biggest gnat I can’t seem to get rid of. For years, the brains behind Hardee’s that are eternally stuck in a time warp of college days that reek of beer, immaturity, and frats have been cooking up more
soft porn burger commercials that make me more nauseous than hungry.
Let’s see some samples!
There is no doubt that Hardee’s is selling some kind of meat. Granted, these sultry sauce-licking, skin-glowing, cleavage-showing models are from commercials from a few years ago. In fact, after the messy eater to the left went off the air, there was hardly a sign of these sex bombs that had previously rained down upon the public without mercy. Unfortunately, just as I relaxed and finally felt safe enough to emerge from my bomb shelter, this smacked down:
Most people were probably a tiny bit distracted with the all but faceless sex object sauntering around, but I assure you, there was a burger in that commercial. Hardee’s doesn’t give up though; there were a nice few seconds where the speaker points out the burger print on her bikini, emphasized by a close up on her breasts. That was sure to have many watchers drooling. Granted, it’s not quite soft porn like the examples above, but Hardee’s still demonstrates their complete lack of respect for women. But Hardee’s is just taking hold of the reins in a society where women are already used like cattle; we take the parts we want of them (their bodies) and forget the rest and boy, does it sell (to the point that our country has grown obese and dull on it)!
Hardee’s is not ashamed of their strategy to bring in customers. They readily defend their approach and their executive vice president of marketing, Brad Haley explained that Hardee’s is simply sticking to their “truths” which are the following:
- “We believe in burgers. Big, fat, juices-running-down-your-arm kind of burgers.”
- “We believe in putting hot models in our commercials, because ugly ones don’t sell burgers.”
- “We believe that life is short. So if it feels good, do it, and if it tastes good, eat it.”
I would say that burgers are the only thing Hardee’s believes in, because it certainly doesn’t appear that they believe that women are better than meat, but the words stick in my throat just as sure as that burger would stick in my artery. How much do they really believe in their fat burgers if they must rely on cheap sex to sell them?
But Hardee’s is not the only lonely, insecure boy on the block trying to be cool. Many companies are attracted by the tacky neon glow of sex like stupid, possessed flies to a house light. Just check out this in-your-face sex reference brought to you by Burger King.
Then there are those ads from Victoria’s Secret with the skimpy models thrusting out their frilly, push-up bra-clad chests with pouting faces with the intensity of some kind of sex warrior. Whenever a Victoria’s Secret ad pops on and my eyes begin to glaze over, I always wonder; are they trying to sell (sex) to men or (underwear) to women?
Or how about the DirecTV commercial below? Sexy women in workout clothes stand around just to show the man’s wealth like some fancy, new vase he just purchased and wants to show off.
In each commercial the viewer is expected to be young and male and, although the product does show up, it could just as easily fade away because the product isn’t what these companies are selling you; they’re selling you a male sex fantasy. Apparently, they didn’t hear that female consumers account for around 80% or more of all purchases. In the end, these companies are speaking–shouting–to the world what they think of the commoners glued to the TV; men like big food, beer, and sex and women must just be too busy in the kitchen to see any ads.