Female Discrimination in the Mass Media

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Mass media is one the most proficient ways to advertise new or improved products. Catchy jingles, bold font, and abstract pictures are amongst the various ways to grasp the audience’s attention. These characteristics grab the attention of individuals and persuade them to buy whatever it is a company is selling. The key factor is the product may not even be physically seen within the advertisement. For instance, a commercial will not show the actual product until the very end when the company suggests that their product is the product for you. So how would a person know that this merchandise that is being advertised is really something they need? What grabs their attention? A key factor to selling merchandise that companies insist should be spread throughout media is the portrayal of sex. Believe it or not, sex sells! Unfortunately, most of the sexual content represented within these advertisements is degrading towards women. However, women have conformed to the humiliation and still purchase products seen or read about in the various forms of mass media. This paper will describe a particular advertisement for Burger King that uses sexual content to get the point across of what the company wants to sell. Furthermore, an analysis on the viewpoints of men , women, children, and the elderly towards the advertisement will be discussed. Lastly, a conclusion of personal viewpoints will be shared based on the intake of the advertisement. An advertisement for Burger King’s latest sandwich, “BK Super Seven Incher”, was distributed for a short time in Singapore before it was quickly discontinued for public eye. This advertisement has a picture of a the “mind blowing” sandwich near the open mouth of a young, wide eyed woman, associated with the tagline “It’ll blow your mind away.” The ad continues with, “Fill your desire for something long, juicy and flame-grilled with the NEW BK SUPER SEVEN INCHER. Yearn for more after you taste the mind-blowing burger that comes with a single beef patty, topped with American cheese, crispy onions and the A1 Thick and Hearty Steak Sauce.”

When seeing this advertisement, it obviously is suggesting that eating this seven inch sandwich is applicable to giving a male oral sex. The words “hot”, “meaty”, and “7 inches” can only depict the image of oral sex. For a male, they might find this appeasing and actually want to purchase the product. The advertisement surely is directed towards the male audience in various ways. For instance, it may be hard for a woman to finish a seven inch sandwich (although the ad may suggest otherwise, which I will discuss later). This is presumably a “man’s dinner”, therefore the ad is drawing in the profit from men. Another way that it attracts the male audience is of course through the sexual content of the picture. The blonde haired, wide eyed and mouth young woman above the slogan “It will blow your mind away” near the “long” sandwich, portrays and image of the woman giving oral sex to a male, which in this case would amuse and please a male. A male would no doubt want to purchase this monster sandwich. He will start to imagine the sexual content of the picture, and rush to Burger King. This advertisement can even persuade a male to have a woman give him oral sex after eating the sandwich because eating this sandwich is just as easy as receiving that kind of pleasure. This type of advertising is very common throughout the media. Men, and obviously many companies, enjoy the idea of soft pornography as the way to sell their merchandise in a creative and unique way. Is it fair that to dominate society through and abase women? Do women find this appealing, and actually buy products after reading or seeing vulgar advertisements? Sadly, women support these companies and accept the belittlement bestowed upon them.

Unfortunately, women are subjected to this intense amount of humiliation. First, the woman is “beautified” with make up around her eyes,...
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