Posted: March 12, 2014 in Uncategorized


Leanne Curlew – Hunger as Ideology

I came across this commercial while waiting for a table at Jack Astor’s on the weekend.  It was a Saturday night at around 8:00pm.  The television showing this video was one of the televisions in the bar area.  There was a hockey game on at this time which added to the busy environment that consisted greatly of sports fans and a predominantly male crowd, especially in the bar area.  This just helps explain the target demographic that this ad is geared towards.  This commercial is for Hardee’s cod fish sandwich.  It is extremely sexually explicit.  As soon as I saw the commercial at the restaurant I was completely shocked by it and wrote down the name of the restaurant whose advertisement this was so that I could find it on YouTube later and use this for my post this week.  This commercial was actually blocked from a few links on YouTube.  It took me a while to finally find a link where I could watch this video.  This commercial relates directly to the reading last week by Susan Bordo.  In the reading, Bordo discusses how if a woman is presented in an advertisement as having a hunger for food, this is actually just “a metaphor for their sexual appetite…The heroines’ unrestrained delight in eating operates as sexual foreplay, a way of prefiguring the abandon that will shortly be expressed in bed” (108).  Eating is being displayed as a sexual activity.  Between the music, the model’s clothing (or lack there of), and her thin body, it is clear that the ad is trying to draw people’s attention to an attractive, young female who’s body is being objectified with zoomed in shots of certain body parts and the slow motion way she eats the sandwich.  Gender ideology is being represented in the commercial.  There is a second commercial here with the same idea that had many more views on YouTube so I thought I would add it as well to show that this is clearly a marketing technique for this company since there is the similar theme across both commercials of displaying food, sexuality, and desire, which is just like Bordo discusses. (first commercial discussed) (second commercial mentioned)


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