US chain Carl’s Jr, notorious for their porn-themed television commercials, is opening their first restaurant in Australia, with the brand declaring their intentions to continue using sexually objectifying advertising in public spaces.
BIG burgers, bottomless drinks and busty bikini-clad women make up the US burger brand Carl’s Jr and the company’s first Australian store will open in December.
Renowned for its sexually provocative ads, the Australian Carl’s Jr burger joint will open in Bateau Bay.
And the sexy ads will be cooked up as the fast-food company targets 18 to 35-year-old “hungry guys” on the Coast.
One of the men overseeing the Bateau Bay operation, Lindsay Brennan, said sexy slogans — including “things will get messy” and “eat like you mean it” — would form part of the advertising campaign.
“We’ll soon have ads on radio and the side of buses in which there will be sexy double meanings,” he said.
Read more at The Daily Telegraph.
Lindsay and Lexie Kite, directors of US based organisation Beauty Redefined launched a campaign last year, urging supporters to #cutthecarls because women are #morethanmeat.
Sexual objectification (ex: Carl’s Jr. commercials) is the process of representing or treating a person like an object that exists to serve another’s sexual pleasure. All hours of the day on mainstream TV, Carl’s Jr. among many others sells the common and dangerous lie that women are valuable for how sexy they appear to others. Because women’s sexuality isn’t for themselves, it’s for others’ viewing pleasure, right? Nope.
Here’s the thing. Sexually objectifying messages (like CJ’s ads) do 3 things really well:
1. They teach boys and men that women are passive objects to be looked at and acted upon.*
2. They teach girls and women they exist to be viewed and they must judge themselves by their sexual desirability to others, rather than in terms of their own health and desires. And with that life-threatening line of thinking comes depression, eating disorders, shame, decreased cognitive functioning, sexual dysfunction and inability to find satisfaction and pleasure in sexual experiences.* Suuuper sexy, right?
3. They work as a tool used to dehumanize, control, and abuse women. Viewing someone as an object is “almost always the first step toward justifying violence against that person.” It makes it easier to mistreat women when they are seen as objects – not people.*
If you see a sexually objectifying Carl's Jr ad in the lead up to their opening, lodge a complaint to the Advertising Standards Board (and let us know!)
Contact the Wyong Shire Council.
PO Box 20
Wyong NSW 2259
Phone: (02) 4350 5555
Fax: (02) 4351 2098
You can also contact them via Twitter.