Offender: Carl's Jr.

Media Outlet: Online video competition open to the public

The Offense: Fast-food chain Carl's Jr. is currently holding a contest entitled "Hot Chicks Eating Burgers," which promises a grand prize of $1,000, an all-expense paid trip to Las Vegas, and a chance to be in an upcoming commercial for the hottest chick eating a burger.

NOW's Analysis: The fast food industry seems increasingly determined to use the hypersexualization of women as an avenue to peddle their bargain burgers. In the traditon of its previous commercials featuring Paris Hilton and Padma Lakshmi eating burgers in outrageously sexy ways, Carl's Jr. has launched the "Hot Chicks Eating Burgers" contest. The webpage for the contest touts two videos: The first is a minute long segment of a woman sensually consuming a burger, whose actions range from inviting looks at the camera to deliberately sucking a slice of pineapple from the sandwich. The second is the most recent famous "hottie" endorsing Carl's Jr., Audrina Patridge, eating a burger while on the beach in a bikini. Once that video ends, the famous Carl's Jr. tagline, "More than just a piece of meat," appears with overwhelming irony above a link which reads "Click here to see more of Audrina being hot."

This form of advertising is particularly dangerous, since not only does it encourage the objectification of women within the media realm, but it actively seeks to cultivate self-objectification in the average woman. By issuing this contest, Carl's Jr. actually pits women against one another to see who can be the most provocative, sensual, sexual object possible, all to the end of selling burgers.

Take Action: Tell Carl's Jr. and Hardee's, the two sponsors of "Hot Chicks Eating Burgers," what you think of their "contest."

Jess Hobbs, NOW Communications Team, July 11, 2009

More offenders in : Advertising, Objectification of Women, Sexist Piggery, Media Hall of Shame

Rank this item with our Misogyny Meter: Currently 3.18/5 1 2 3 4 5 i

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Offender: "The Reliable Source" by Amy Argetsinger and Roxanne Roberts

Media Outlet: The Washington Post, printed 7/9/09

The Offense: The paper ran a photo in its Style section with this caption: Question: What do Barack Obama and Nicolas Sarkozy (pictured yesterday at the G-8) have in common? Answer: They're men.

NOW's Analysis: Isn't it so true that all men just can't help themselves -- they love to ogle women?! Even the U.S. president isn't immune from being just like all the other sleazy guys, right? Well, that's the premise The Washington Post is pushing with its photo and caption. But video from the actual event shows the full context, debunking the impression that Obama was checking out the young woman's rear end.

Take Action: Post comments on The Washington Post web page telling them to do their homework next time and to stop promoting the stereotype that all men just can't help ogle women. And, send a letter to Michael Abramowitz, Washington Post National Editor, and tell him what you think.

Lisa Bennett, NOW Communications Director, July 10, 2009

More offenders in : Objectification of Women, Print Publications, Media Hall of Shame

Rank this item with our Misogyny Meter: Currently 2.57/5 1 2 3 4 5 i

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Offender: Burger King

Media Outlet: Print advertisement running in Singapore

The Offense: The ad promotes a new sandwich suggestively positioned in front of the profile of a young woman, mouth agape (though clearly not prepared to bite), with the word "BLOW" in notably large font beside it and the name of the sub—"BK Super Seven Incher"—below.

NOW's Analysis: Burger King first came onto the Media Hall of Shame radar with their highly suggestive ad campaign featuring SpongeBob SquarePants and a tailored version of Sir Mix-A-Lot's "Baby Got Back," which sexualized the square butts of the scantily clad women in the video. Now, Burger King continues to objectify and hypersexualize women by putting a model—who has the carefully crafted appearance of a blow-up doll—on the receiving end of its latest all-beef, mayo-oozing sandwich.

The more subtle small print reads: "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 A.1. Thick & Hearty Steak Sauce," while the large print speaks for itself: "IT'LL BLOW your mind away;" "It Just Tastes Better." The repetitive pattern of such highly suggestive terminology makes it clear that the elements of the ad are not a coincidence twisted by gutter minds—BK is clearly establishing a habit of misogynistic advertising.

Though the ad as of now is only running in Singapore, the English text and pale tow-headed model can't help but suggest Singapore may be a test run for an ad looking to come to the states.

Take Action: Write to the Marketing Executive at Bon-Food, the promotions company for Burger King Singapore, or deliver feedback through their website.

Jess Hobbs, NOW Communications Team, July 8, 2009

More offenders in : Advertising, Objectification of Women, Sexist Piggery, Media Hall of Shame

Rank this item with our Misogyny Meter: Currently 3.78/5 1 2 3 4 5 i

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