When this TV commercial first appeared in 2005, it set a new standard for the age-old argument that, "sex sells," or celebrities, sex and stupidity, anyway. Cover your eyes kids, this is not your typical Happy Meal commercial:
I can picture the marketing team now (most likely a team of men), sitting around a big oval table as the project manager begins, "Okay, fellas, cheeseburgers have gotten a bad rep over the past few years. Unfortunately, Super Size Me, trans fats and calorie labels have produced a more afflicted public, so let's brainstorm. How can we make cheeseburgers a sexy and popular meal choice?"
The problem with this television commercial is that the argument is so absurd that it makes it difficult to respond with a logical or thoughtful response, leaving one literally dumbfounded, which I assume is partly the point. This is a parody that plays off the credibility, or lack there of, in celebrity endorsements and on the idea that sex isn't only limited to selling expensive fragrances, but can also help sell Carl's Jr. Spicy BBQ Burgers.
As an appeal to character or celebrity, Paris Hilton's status as a scandalous socialite, popular with the fast-food-loving youth generation in America and known for her catch phrase, "that's hot," oddly makes sense when it comes to selling Carl's Jr. hamburgers. However, whereas endorsements for Nike running shoes by famous athletes implies one can be a better athlete by wearing Nikes or an advertisement for a knife set being used by a famous Chef implies that the blades contribute to Michelin Star meals; this ad implies that by eating Carl's Jr. burgers one can be powerful, famous and rich without much talent or hard work. Alternatively, for the target audience (young men who would rather eat hamburgers every day than step foot in a kitchen), this advertisement doesn't just sell Carl's Jr. hamburgers, but the ideal lifestyle. Who wouldn't want a blond bombshell in a bikini, washing their Bentley, offering a stereotypical man's meal?
Despite what people have to say about the thought process that went into making this commercial, the pornographic appeal garnered huge success in terms of audience reach, even making it into the Carl's Jr. Wikipedia entry (click here). Thus, this proves that when an outrageous marketing campaign is launched, the public takes notice.
However, did the commercial actually help sell more hamburgers or just sell us on something we're already addicted to: mindless consumption. Celebrities, monetary excess, gas-guzzling vehicles and fast food, just what we need more of.
- Danielle
Citation:
"paris hilton - burger king commercial" 20 November 2008. YouTube. 19 October 2010. http://www.youtube.com/watch?v=o0PLjKOOuK8
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