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In 2005, Carls Jr & Paris Hilton, made headlines around the world for their commercial featuring a barely dressed Paris washing a car & enjoying a Carls burger. Since then, the burger company has launched a “hot models only” media campaign that targets “hungry young guys”.

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The first quote that stuck out to me in Peter Barry’s book was on page 124, “The representation of women in literature, then, was felt to be one of the most important forms of ‘socialization’, since it provided the role models which indicated to women, & men, what constituted acceptable versionas of the ‘feminine’ & legitimate feminine goals & aspirations.”  (Barry 124)

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Carls Jr’s problematic marketing is not just sexist, its also ageist & more. . .

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Carls Jr’s problematic marketing is not just sexist, its also ageist & more. . .

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The former CEO, Andy Puzder, was quoted saying, “We believe in putting hot models in our commercials, because ugly ones don’t sell burgers”. In a society where women have to work to “prove” themselves twice as hard as men, commercials like these feel as though they set feminism back even further.

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“In feminist criticism in the 1970’s the major effort went into exposing what might be called the mechanisms of patriarchy, that is, the cultural “mind-set” in men & women which perpetuated sexual inequality”. (Barry 124)

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After 10 years of objectifying women, the company decided to finally step away from their problematic messaging in 2015. It seems that objectifying women it’s not the best way to broaden your customer base & they have finally realized that.

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“If normative language can be seen as in some way male-oriented, the question arises of whether there might be a form of language which is free from this bias, or even in some way oriented towards the female”. (Barry 128)