Tag: Week 7 Agenda

Week 07 Agenda

March 14, 2024 / Jenna Spevack / 1 Comment

Tasks Due Today from Week 6

Review Week 6 Agenda
Revise/review your Reading Response Response #4
Review Context and Representation concepts and vocabulary
Complete first draft of Research Essay – Stereotype in Advertising
Submit Week 6 Agenda Checklist

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Hardee’s Advertisement

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Hardees, established in 1960, in North Carolina is an American fast food restaurant primarily located in the Southern and Midwestern United States. During the era of the 1960s it was a social norm for women to be susceptible to certain standards and behaviors groomed by men. During the traditional golden ages, women were perceived as a weaker gender towards men. Women held a reputation of seductive beauty and upheld their duties while following strict rules. Men were considered breadwinners while women showed love and affection.

In this ad produced by Hardee’s, it gives an overall preconceived idea of traditional gender roles presented with an irony of a visual image and a description of a woman’s place at home, in the kitchen while her husband has the choice of going out to Hardee’s to eat burger.The posture of the wife standing with her one leg tilted up learning by the kitchen sink with wine next to her has been “neutralized,” to society mentioned in Stuart Hall theories; sexualizing women of a certain ethnic and size. It is usual for women in majority ads to be considered a stereotype. The headline, “Women don’t leave the kitchen!” The irony behind the visual of the wife in the kitchen but stating that Hardee’s is like, “the strip club,” for bachelors to eat out. The entire body text is the ideology of choices men have for themselves while women remain at a specific role which consists of being housewives, caretakers and babymakers.

According to Barthes, “Rhetoric of the Image,” this ad consists of, “connotation messages,” and “polysemic,” where in the ad states “but if you’re still enjoying the bachelor’s life and don’t have a little miss waiting on you” represented men having the choice to do what they want meanwhile women having the ultimate representation of just being a maid or wife as a placement in the kitchen. The term “sloppy and Hastily prepared,” represented the context of the food being sexualized figuratively in contrast to women. The reputation of being a woman fell under the vile circumstance of being misrepresented and constricted to limited access to their own choices, personal body anatomy and other necessities. Women were not exposed to society as men were during that era.

Hardees has collaborated with Carl’s junior burger in 2005, as stated in an article online posted by, ‘Eaters’. During their research it is shown throughout the years of ads being created by Hardees; they were all based on sexualizing women eating fast food. According to the Eater article, “The marketing shift has seemingly been a long time coming: In 2015, more than half of consumers polled found the ads “offensive” or “irritating.” This ad tends to drift more to representation theory, whereby the creator’s try to fix the meaning through stereotyping. In the Eater’s article it states, “Failed labor secretary nominee and soon to step down CEO Andy Puzder has long defended the ads, saying in a 2011 press release, “We believe in putting hot models in our commercials, because ugly ones don’t sell burgers.” As of present day, ads like this would be widely criticized for stereotyping the gender role and the lack of respect women received during the 1960s. There would be “oppositional reading”, as Stuart Hall stated in “The Work of Representation,” which meant that the audience rejected the reading and created their own meaning. The stereotype of today is gender equality; that women have the rights to work just as men who have the rights to help contribute in the home, which would be controversial in the 1960s based on beliefs and culture with the gaps in eras and generation.

Citation

https://via.hypothes.is/https://openlab.citytech.cuny.edu/spevackcomd3504sp24/files/2022/11/Barthes_PanzaniUpdatedImage.pdf

The Work of Representation , Stuart Hall, 1.1 Making meaning, representing things, Excerpt (PDF

Eaters: https://www.eater.com/2017/3/29/15105878/carls-jr-no-more-slutburger-ads

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