Thursday, April 16, 2009

When the economy gets tough the tough get chauvanist

I don’t know what it is about tough times, but it seems to have spurred a (hopefully brief) renaissance in chauvinistic advertising. One of the more notable examples was the Bridgestone spot on the Super Bowl with a stereotypically naggy Mrs. Potato head and a Mr. Potato Head that’s only happy when he figures out a way to shut her up.

Recently, Burger King joined the ranks of those who think one of the best places to cut in a recession is gender sensitivity. I’m talking about the new spot for Burger King’s tiny burgers.

For starters, the idea that women would react the same way to tiny burgers as tiny animals simply because they are also tiny is pretty insulting.

Second, the giggling, swooning and sexually suggestive dialog like, “I just wanna squeeze ‘em [the bugers]” means the benefit of these burgers is getting laid. Somehow I fancy if you eat too many, they will have just the opposite effect. There’s absolutely nothing to tie the alleged benefit to the product or its attributes.

Third, the women are clearly objectified sexual objects intended only to serve the whims of the average, but worlds-smarter males in the spot. The wardrobe gives us plenty of cleavage that the males ogle and one woman seems to be dressed as a sexy librarian.

I don’t see how less product-related and more blatantly chauvinist it could be. Beautiful, seductively clad women swarm unsuspecting average guys and lather them with suggestive comments and moaning because they can’t tell the difference between a puppy and a small burger.

Burger King, I hope the Burger Queen didn’t see this or you might be in the doghouse. Unless of course, she’s got a mouth like Mrs. Potato Head that you can chuck out the window when you’re tired or listening to her talk.

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