Carl’s Jr, a subsidiary of Hardee’s, has recently come under fire for overt sexism in advertising, so we decided to explore this company’s history, and pinpoint exactly where these messages originated.

They’ve always stood by their greasy, sloppy, all-American food. But who’s responsible for their greasy, sloppy, cheap American advertising?

Founder Carl Karcher, a devout Catholic with an 8th grade education, raised 12 children, attended mass daily, and began every company board meeting with the Pledge of Allegiance.

He was also a criminal. In 1988, Karcher was fined $688,000 by the SEC for insider trading. He freely permitted racism within the company as well, dismissing every single complaint about racial-slurs. That is, until 2002, when a group of minority workers pressed charges. They ultimately settled out of court, and Karcher paid $255,000 in damages.

The Car Wash Seen ‘Round the World

The new millennium brought an unprecedented overt sexuality to the Carl’s Jr. ad campaign. The media dubbed it “Hamburger Porn”, linking sex and burgers like never before.

ADage.com’s Ken Wheaton claimed the Paris Hilton Carl’s Jr. ad will make you feel unclean, like you need “a boiling hot shower”.

In an open letter to the president of Carl’s Jr., a concerned father writes, “My wife and I are parents of two teen-aged daughters and a 20-year son. … There are millions of us who still believe that sex is a very special act and should be reserved for that one special person with whom you plan to spend the rest of your life.

“Pornography can be terribly addicting and fuels marital infidelity, sexual abuse, rape, and pedophilia. To deny the harmful effects of pornography on our society is as mindless as the tobacco industry claiming that there’s no real evidence that cigarettes cause any kind of health risk!” (See the full letter here)

CurrentTV’s Sarah Haskins’ reviews the ad campaign

“Edgy–sometimes with humor, sometimes with sexuality–is what appeals to the ‘young, hungry guy’ who’s our target customer,” sums up Brad Haley, EVP of Carl’s Jr marketing. “Some find it annoying, but activating another sense or creating another appetite appeal” has proven highly effective, he says.

When Carl’s Jr. became aware of the backlash surrounding these ads, they made a feeble attempt at insinuating political correctness, without sacrificing overt sexuality. Such was the case for the most recent Padma Lakshmi spot.

The advertising firm responsible for the ads, Mendelsohn Zien, wears negative press like a badge. Hardee’s was once voted by consumers as “the fast food chain they most want to avoid.” But now, Hardee’s Thickburger reigns as “best burger” in 14 cities. Nevermind the fact that, at 1480 calories, one burger makes up nearly your entire day’s caloric needs.

According to their firm’s official website, “after eight years of decline and ten different advertising agencies, Mendelsohn Zien concepted a new product line and a new way of thinking” for Hardee’s and Carl’s Jr, resulting in the rebirth of their business.

Apparently, we live in a world where Hamburger Porn is a legitimate business model. And if the statistics are true, shame on us for buying into it, and shame on us for reinforcing the retrogression of women in the media.

Sources:
NNDB: Carl N. Karcher
Mendelsohn Zien Advertising
“Here’s That Hardee’s/Padma Lakshmi Ad Everyone’s Salivating Over, Shame On You All” (Ken Wheaton) Advertising Age Online
“Hardy Tales from the ‘Revolution’”  Franchise Times, Top 200 Issue. October 2004

The 58th annual Miss USA pageant aired April 19, 2009, and another herd of princesses trotted like chattel around the stage. Doused in sequins and self tanner, donning Stepford smiles, they recite politically correct cliches and pose for the cameras. Are these women strong and suitable role models, or pleasant and agreeable paper-dolls? It’s debatable.

THE QUEEN OF PROMOTIONAL GIMMICKS

Beauty pageants began for money. In 1921, Atlantic City hotel owners used a swimsuit contest as a promotional gimmick to keep tourists around after Labor Day.

National media coverage and financial success prompted them to bring it back the following year. It was renamed the “Miss America Pageant” to evoke patriotic sensationalism, and was soon established as an annual event.  Thus, a tradition was born.

Today there are over 150,000 annual beauty contests in the U.S. alone.

PAGEANT DRAMA

1966 – Kiddie Porn?

Little Miss Universe, the first international pageant for children is disbanded, considered inappropriate and exploitative of minors.

It spawns a host of copycat pageants for kids. To date, there are over 25,000 annual child pageants in the U.S. alone. The “Little Miss Universe” pageant was revived in Eastern Europe in 2006.

1968- Feminist Wars

The Women’s Liberation Front protests the Miss America Pageant, setting ablaze symbols of the beauty culture in a “freedom trash can”. FBI anti-riot squads are called in, and the commotion is audible during the pageant telecast.

1973 – Miss Nympho World

The first Miss USA to win Miss World, Marjorie Wallace, is stripped of the title when her string of affairs with Hollywood bachelors is made public. She notably declares, “As Miss World I can get laid with any man I pick.”

1984 – First Black Miss America Dethroned

Vanessa Williams, the first African-American Miss America, is forced to resign when nude photos of her are published by Penthouse.

1997 – Donald Trump Buys Miss USA

Business tycoon Donald Trump purchases the Miss Teen USA, Miss USA, and Miss Universe pageants, making them more overtly sexual than ever before.

The Donald also threatens to dethrone the reigning Miss Universe 1996, Alicia Machado, for gaining weight. On the Howard Stern Radio show, Trump calls Miss Universe fat, saying Machado is “an eating machine”.

2001 – Late Show Lawsuit

Miss Colombia, Andrea Noceti, threatens to sue David Letterman, host of the famous late night talk show, for quipping that her talent performance would include swallowing bags of heroin.

2002- Muslims Protest Miss World

Several hundred people are killed in riots outside the Miss World competition in Nigeria, a predominately Muslim country. The pageant, deemed unholy by locals, quickly relocates to London.

2002 – Israel vs. Lebanon

Miss Lebanon, Christina Sawaya, drops out of the Miss Universe pageant, refusing to share the stage with Miss Israel. The nations of Lebanon and Israel have a long history of political and military strife.

2006 – Affair With Pageant Judge

Miss Great Britain, Danielle Lloyd, is stripped of her title for having an affair with a judge during the competition, and posing for a series of provocative photo shoots, including Playboy, Nuts, Maxim, FHM and Daily Star.

Judge Todd Sheringham conducted Lloyd’s question-and-answer portion of the show. The question was, “What is your idea of the perfect man?” She answered, “You!” in front of millions of viewers. This spawned the investigation and subsequent dethroning of the beauty queen.

Lloyd has since participated in numerous reality shows including Celebrity Big Brother, Celebrity Weakest Link, and My Super Sweet 16 UK.

2006 – Nevada Girls Gone Wild

Miss Nevada, Katie Rees, is dethroned when photos emerge of her flashing her breasts and groping other women. See the photos here. (NSFW obviously)

2006 – Miss Coked Out USA

Miss USA Tara Conner is caught using cocaine with Miss Teen USA. The two are also caught making out for a crowd at a New York nightclub.

Pageant owner Donald Trump allows Conner to keep her crown, under the condition she complete a 30-day rehabilitation program.

2007 – It’s Sabotage

Miss Puerto Rico, Ingrid Marie Rivera, is the victim of attempted sabotage when her gown and makeup are doused in pepper spray.

2007 – Miss Washington Says F*ck Off

Miss Washington, Elyse Umemoto, is photographed binge-drinking, making sexually explicit hand gestures, and flipping off the camera in her tiara.

2007- South Carolina and The Iraq

Miss Teen South Carolina becomes a YouTube sensation with her confusing take on geography and education.(watch her speech here)

2008- Toke, Dine & Ditch

Miss Teen Louisiana, Lindsey Evans, had to turn in her sash and crown after being arrested for skipping out on a $46.07 restaurant bill. Upon arrest, several ounces of marijuana were found in her purse, adding to the charges against her.

Miss Teen Louisiana 2008's mugshot

2009 – Health Care and “Opposite Marriage”

In the 2009 Miss USA pageant, Miss Arizona found a way to completely dodge a question on health care, and Miss California came under fire for her response to a question about gay rights.

2009 – Miss Emaciation

A 2009 Australian contender for Miss Universe, Stephanie Naumoska, stands 5′7″ and 107 lbs. Dietician Melanie McGrice told Australia’s Daily Mail that the 19-year-old was well under the World Health Organisation’s benchmark for malnutrition.

2009 – Ms. USA Does Dallas

1991’s Miss USA, Kelli McCarty, becomes a porn star at age 39. She explains the choice by saying, “I enjoy acting,and I really like sex.” Some say this is further proof that not all pageant girls are suitable role models.

The ideals many pageants tout, whether it’s professionalism, service, humility or morality, are all valuable concepts. Many pageant participants are in fact good natured, helpful in their community, and miraculously, not apparent narcissists. But perfection will probably never be attainable, as evidenced by the many dethroned and dishonored beauties.

Article Sources:

“Beauty Blunders: Pageant Scandals Through the Years” (AOL Television Online) 2009

“Beauty Queen Dethroned After Arrest For Skipping Out on Restaurant Bill” (Fox News Online) October 23, 2008

“Danielle Lloyd – Miss Great Britain Stripped of Title Over Scandal” (Contact Music) February 1, 2007

Kelli McCarty Official Site (www.kellimccarty.com)

“Miss Nevada Katie Rees Fired Over Raunchy Photos” (Fox News Online) December 22, 2006

“Miss Washington – One Bad Apple” (TMZ Online) July 9, 2008

Pageant Almanac Online

PageantCenter.com History and Pageant Timeline

“Pageant Scandal: Miss Puerto Rico’s Makeup and Dress Doused With Pepper Spray (Us Magazine Celebrity News Online) November 26, 2007

We are the image generation. Without even trying, we are exposed to thousands of images every day. There are pop-ups as we surf, billboards as we drive, TV spots as we relax, not to mention posters and fliers and neon signs.

But before we had the internet or television, or even cars, we had magazines. The first known publication was in 1734, London’s Gentleman’s Magazine. It was so well received, that dozens of copycat publications sprouted up within a few years. Today, there are over 10,000 magazines circulating in the U.S. alone. [1]

Many magazine ads can be simple, clear and relatively harmless. However, many are also dishonest, unhealthy, and manipulative. Here, we examine how modern ads spread some insidiously warped ideals, particularly regarding women.

DEFINED BY A NUMBER

Ranking women by their weight and wrinkles.

AD CAMPAIGN: Aprilla Motorcycles (Italy)

“The Arrecife Range: Now Several Sizes Smaller.”

WHAT IT’S SELLING: Motorcycles

WHAT IT’S SAYING: Our product is better when it’s small, just like you.

Showing a male technician measuring a woman’s naked behind implies that women’s bodies are as closely inspected as motorcycle parts. We don’t see her face; the only part of importance is highlighted clearly in the center. While it may work to judge your machinery by parts and pieces, it’s never good to classify a human being’s identity to physical measurements.

AD CAMPAIGN: Fit Yogurt (Brazil)

“Forget about it. Men’s preferences will never change.”

WHAT IT’S SELLING: Yogurt

WHAT IT’S SAYING: Be thin, or no man will want you.

Since when is waist size a woman’s only lovable quality? There are plenty of women who look as beautiful as these plus-sized models, and plenty of men who find them attractive. But thanks, Fit yogurt, for trying to make a profit by shaming your customers.

AD CAMPAIGN: Detour Protein Bars

WHAT IT’S SELLING: Protein bars

WHAT IT’S SAYING: Being plus-sized is unattractive.

The body language of the plus-sized model shows insecurity and weakness, as if she’s ashamed of her body and food choices. The athletic model, on the other hand, stands with pride and strength. Imagine if the positions were reversed. Who would seem empowered then?

But Detour has angled it to you this way in hopes of reaching a single goal: selling more Detour bars. Industries like these train people to judge themselves and others by how they look in a swimsuit. This devalues other traits like having a sense of humor, being intelligent, honest, loving or creative.

AD CAMPAIGN: Equinox Fitness Center

WHAT IT’S SELLING: Membership to Equinox fitness center.

WHAT IT’S SAYING: Join Equinox! You might hate your husband, but at least your son’s friends will think you’re hot.

The strategic placement of a fairy-tale reference beside a hundred-candle birthday cake implies that older women should wish to be young again, and achieve that youth through sexual prowess of younger men. Feeling healthy and attractive is a great goal, but this ad implies that having a fit body is a woman’s only chance at living “happily ever after”.

GOLD DIGGERS

Taught to be bought.

AD CAMPAIGN: Rinat Levy Clothing

WHAT IT’S SELLING: Rinat Levy Clothing

WHAT IT’S SAYING: Women can be bought and paid for.

A man is worshipping this “sold” woman, though it’s unclear whether he is, in fact, her new owner. Likened to a product with a price tag, she commands some sort of power over him, while locked in a plexiglass tube. Rinat Levy parallels two contradictory messages here, neither of which are healthy.

AD CAMPAIGN: De Beers Diamonds

WHAT IT’S SELLING: De Beers Diamonds

WHAT IT’S SAYING: Control how she treats you by buying her diamonds!

Shaping an entire gender as predictably Pavlovian dogs, De Beers encourages you to buy your way into a better relationship. Or at least, De Beers used to encourage that, before they were banned from the U.S. in 1996, due to a variety of crimes and human rights violations. (See Article Here)

AD CAMPAIGN: Natan Jewelry

WHAT IT’S SELLING: Natan Jewelry

WHAT IT’S SAYING: Give her this ring, and her legs open right up!

Even more Pavlovian than the De Beer’s ad, Natan sets up the expectation for diamonds to demand sexual compensation. And we thought prostitution was illegal.

RELATED LINK: CurrentTV’s Sarah Haskins does her best impression of “jewelry face” with Target Women: Jewlery.

SEXY SEXINESS SELLING SEX FOR SEX SAKE

Because that’s all that matters, right?

TARGET: TEENS & TWEENS

AD CAMPAIGN: Aerie (American Eagle)

WHAT IT’S SELLING: American Eagle Underwear

WHAT IT’S SAYING: Bras aren’t for support, they’re for getting attention!

The only way for a bra to “turn some heads” is if everyone can see it. So, this basically tells girls that it’s cute and “flirty” to show off your underwear. Of course, it doesn’t warn them about the dangers of harassment, molestation or date rape, and the common (albeit warped) misconception of “look how she was dressed, she was asking for it!” No one can plan or entirely prevent abuse, and the victims are never to blame, but they can definitely take precautions to minimize their chances of victimization. Of course, that message doesn’t really sell clothes, does it?

AD CAMPAIGN: American Apparel

WHAT IT’S SELLING: American Apparel clothes

WHAT IT’S SAYING: Objectifying yourself makes you powerful.

To broadcast a trendy teen model sitting spread-eagle in the backseat of a car is encouraging girls to not only wear this style, but to embody this attitude, as well.

AD CAMPAIGN: Lee Jeans (Australia)

WHAT IT’S SELLING: Lee clothes

WHAT IT’S SAYING: Everyone pays attention to a half-naked tease.

Her tube-socks, overalls, and curly red locks give the impression of a very young girl. Yet her tongue lingers suggestively along that popsicle, atop her barely-covered naked torso. This campaign, promoting Lee’s teen clothing line, has an uncomfortable kiddie-porn feeling. It’s no wonder girls start oozing sexuality before they’ve even hit puberty.

AD CAMPAIGN: Calvin Klein

WHAT IT’S SELLING: CK clothing

WHAT IT’S SAYING: Orgies are hot. You should try it.

Teens are so oversexed that subtlety doesn’t work anymore.

AD CAMPAIGN: Gossip Girl // The CW

WHAT IT’S SELLING: TV show

WHAT IT’S SAYING: Teen sex is glamorous, and a great way to get back at your parents, too!

Yes, these are real ads with real text. Gossip Girl’s target audience is under the age of 18, including many pre-teens barely approaching puberty. Impressionable kids worship shows like these, sometimes using them as a sole source of sex education.

Parents have swiftly reacted to these ads, which was presumably part of the plan. The campaign even uses a negative review from Parents Television Council as a badge of honor. But as one mom put it, “No pair of 16-year-olds has steamy sex. They have quick, awkward sex in semi-private unsexy locations,” and you would never know that based on these ads. A teacher chimed in, saying, “Last month we caught an 8th grader getting a blow job from a 7th grader. I wish that wasn’t a true story.” And it’s far more common than you’d care to know. [Source: MollyGood Gossip Girl Online Discussion]

TARGET: WOMEN

AD CAMPAIGN: Wonderbra

WHAT IT’S SELLING: Bras

WHAT IT’S SAYING: There are only two ways to get a man. If you can’t cook, you better be sexy.

We see this model hanging on, and hanging out, with an attitude of empowerment. But in reality, this ad perpetuates archaic gender stereotypes. And what’s worse, it promotes objectifying yourself as a way to feel strong and powerful.

SR SIDE NOTE:

If you want to have nice curves, or you love to cook, or it’s always been your dream to be a stay-at-home-mom, all of those things are perfectly good goals. We just oppose companies who say you should make those choices to please someone else. That is never healthy, fulfilling or productive.

AD CAMPAIGN: Imedeen Skincare

WHAT IT’S SELLING: Imedeen Skincare

WHAT IT’S SAYING: Technically, drink lots of water for healthy skin.

Way to keep it classy, Imedeen. Who is this appealing to? You do know your target demographic is women, right?

AD CAMPAIGN: Flirt Vodka (Russia)

“Keep The Memories”

WHAT IT’S SELLING: Vodka

WHAT IT’S SAYING: It’s fun to get drunk and give strangers blow jobs.

This woman is smirking and the focal point is on her scarred knees – implying that flirtation and sexual favors give women a sense of empowerment. While intimacy is nothing to be ashamed of, empty promiscuity is rarely the route to self respect. Why can’t she be an executive, closing a multi-million-dollar business deal? We’d much rather keep those kind of memories.

AD CAMPAIGN: Scandinavian Design & Streetwear Exhibit

WHAT IT’S SELLING: CPH Scandinavian Design & Streetwear Exhibit

WHAT IT’S SAYING: Any man with taste finds skinny, lifeless dolls attractive.

Clever. This man’s sex partner is a life-sized doll, implicitly better than any woman who walks, talks, or doesn’t wear a size zero.

AD CAMPAIGN: Lee

WHAT IT’S SELLING: Lee Jeans

WHAT IT’S SAYING: Porn is so in this season.

Lee teeters on the border of ambiguity here, because hey – they could be cross-promoting Gatorade Frost. But the truth is, conjuring up images of porn stars in raunchy positions is just a cheap ploy to get our attention. How is this supposed to make us buy jeans?

AD CAMPAIGN: Dolce & Gabbana

WHAT IT’S SELLING: Dolce & Gabbana

WHAT IT’S SAYING: Gang rape is so in this season.

This ad was eventually pulled, and Dolce & Gabbana admitted they crossed the line.

AD CAMPAIGN: Exit Shoes (Belgium)

“They’ll find the way out.”

WHAT IT’S SELLING: Women’s Shoes

WHAT IT’S SAYING: Sex slavery is no big deal! If they only had the right shoes, they would’ve escaped by now.

Exit’s ads for Women’s Shoes feature girls in humiliating and powerless positions, but the alternate campaigns for Mens’ Shoes feature men as spies and action heroes. (See Mens Shoe Ad Here). Last we checked, you could still be creative in advertising without patronizing an entire gender.

TARGET: MEN

CAMPAIGN: Axe Shower Gel

WHAT IT’S SELLING: Shower gel

WHAT IT’S SAYING: This shower gel makes women do whatever you want.

Axe is notorious for branding women as a pack of wild dogs humping anything that smells nice. This ad shows a guy relaxing in a position of control, enjoying coffee and cigarettes while a girl gives him oral sex. The text brands this “the Axe effect”, implying that a liquid soap can give men complete sexual dominance over women. Please, do give us some credit.

AD CAMPAIGN: Che Magazine (Argentina)

“Let us keep dreaming of a better world.”

WHAT IT’S SELLING: A magazine

WHAT IT’S SAYING: Go ahead. She’s asking for it.

The camera is placed at such an angle that we have no choice but to look up her skirt. Which, in turn, will get shorter as men take her number. She has no face or identity, we know nothing of her goals or fears. Instead, she’s just a lump of flesh with apparently no standards, and “in a better world”, she’s willing to keep it that way.

AD CAMPAIGN: P&O Cruise Ships (Britain)

WHAT IT’S SELLING: Cruise vacation

WHAT IT’S SAYING: Go ahead. They’re asking for it.

Perpetuating the mentality mentioned in the previous ad, this implies bathing beauties are always wanting sex, whether or not they explicitly say so. The ad was quickly pulled, due to negative press.

AD CAMPAIGN: BMW

“You know you’re not the first.”

WHAT IT’S SELLING: Used Cars

WHAT IT’S SAYING: Used women are like used cars.

Apparently, if you can’t get a brand new girl, make sure she’s still young with very little mileage.  BMW’s target audience is middle-aged men, so why does this seductress look 16? Not only is it borderline-pedophiliac, but this ad shames all women who are sexually experienced by comparing them to used machines.

AD CAMPAIGN: Evan Williams Liquor

“Aged 7 Years: The longer you wait, the better it gets”

WHAT IT’S SELLING: Liquor

WHAT IT’S SAYING: A girl is like a bottle of scotch: let her mature a few years before you open her.

Does this mean men should start looking in schoolyards for future sex partners?

AD CAMPAIGN: Organ Donor Foundation

WHAT IT’S SELLING: Participation in the Organ Donor Foundation

Using disturbing innuendos to grab attention for a charity? It’s reminiscent of PETA and Rethink Breast Cancer. (See PETA: Humanizing Animals and Animalizing Humans and Save the Boobs, Etc.)

AD CAMPAIGN: Tom Ford Cologne

WHAT IT’S SELLING: Cologne

WHAT IT’S SAYING: This fragrance is for men.

A strategically placed cologne bottle forges an innuendo that’s impossible to miss. We’re sorry, we were under the impression that belonged to us. Our mistake.

WOMEN

ANIMALS  OBJECTS

The ultimate in dehumanization.

AD CAMPAIGN: Shootz Cafe & Billiards

Thursday night is Ladies’ Night”

AD CAMPAIGN: Arby’s

“We’re about to reveal something you’ll really drool over.”

AD CAMPAIGN: Playboy

“Everything looks different if you read Playboy”

AD CAMPAIGN: Absolut Vodka

AD CAMPAIGN: St. Pauli’s Beer

AD CAMPAIGN: Orbit Gum

AD CAMPAIGN: Details Clothing

AD CAMPAIGN: Milk (Russia)

AD CAMPAIGN: Dacron Slacks (c. 1960)

We have no desire to censor anyone, and bear no illusions of destroying these media giants. Instead, our aim is to empower those of you negatively affected by these ads, so you can determine your own truth, and shape your own reality.

Article Sources:

UnderstandingPrejudice.org

Online Commercial Archive

AdSneeze.com

LTCC Gender Ads Project

ShamelessMag.com

Heatons of Tinsbury

Media Circus UK

Bikini Lines Blog

Wikipedia: Magazines