It directs us to expect women to be pretty, skinny and sexy while ignoring more important elements of personality and intelligence. This can be seen in the first advertisement (appendix A) where the text suggests that, 'It just tastes better' and, 'it'll blow your mind away'. The imagery accompanying this text is the face of an attractive woman mouth open with a slight look of surprise on her face. Directed at her mouth from the opposite side of the image is a sub-sandwich from Burger King. There is very little noise in the advert and the imagery is very clearly suggestive of the act of oral sex. In this way, Burger King is non-verbally implying that the pleasure from eating their sub-sandwich is equal to that of oral sex. The advertisement is again sexually objectifying women as objects of pleasure and desire. The sub-sandwich signifies a male penis and this phallic imagery takes the position of power in the advertisement. This suggests that males are powerful and dominant and woman are subservient and less than men which is furthers the sexist views of the advertising industry. This is made even more obvious by the fact that oral sex as depicted in the advertisement, serves only to pleasure the male. There is even shadowing at the edge of the sandwich side of the advert, this adds a darkness to the image that teases at the concept that this phallic sub-sandwich may even be forcing itself upon the woman. This encourages a rape culture that is already problematic in society and is due in part to the problematic representation of women as sex objects in media. Upon quick inspection the meaning of this fast food advertisement is obvious. With closer critical evaluation the suggestiveness of oral sex and a possibility of darker intentions is unnecessarily used and ethically problematic. Therefore this advertisements meaning could be seen as ineffectively conveyed and problematic in its approach.
