Am I really seeing this?

Burger King Ad

A picture paints a thousand words. Although with the picture in this ad, I think the creators are only trying to do one thing, shock viewers and get their immediate attention by suggesting the obvious. Burger King created this ad back in 2009, which was considered very controversial with the sexual connotation of a woman eating a ‘super seven incher’ sandwich.

In regards to the semiotics of the text, we are looking at the words and images that are on the page. There is a young, blonde woman wearing red lipstick and dark eye makeup, looking like she is about to eat a sandwich. Her eyes are wide, suggesting the size of the sandwich surprises her, and with the text below reading, ‘It’ll blow your mind away’. For a company that sells food to all ages around the world, this ad signifies a very inappropriate idea, that eating a sandwich will give you the same ‘experience’ as the suggested adult behaviour.

In my opinion, I feel the ad is very unappealing and distasteful. Originally, the ad was only released in Singapore, which funnily enough is an area known for strict laws and regulations on sexuality in public. Of course, in this day and age, the print ad was going to spread worldwide through our ‘clever’ use of the internet, where critics have blatantly shamed the ad as one of the worst of all time. An advertising copywriter at a New York City firm named Mark Duffy stated to Fox News:

“I’ve seen a lot of sexual innuendo ads and this is about the worst, especially for something as mainstream as Burger King. I was a little repulsed by it. It’s really misogynistic to women and it’s also unappetising”

From this ad, we can see that connotations attached to this photo are not appealing at all, and represent a distasteful image, which in my opinion is extremely degrading to women and very unappetising! This is not a good ad Burger King, not good at all!

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One thought on “Am I really seeing this?

  1. This ad really is bizarre. Trying to read it differently and I still cannot identify a market that this is supposed to appeal to – at a stretch, maybe males. Are they trying to say it satisfies like a blow job (which brings up a whole bunch of other issues). They really got it wrong. I agree with you, it’s awful.

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