The MAD Media

Decoding/Deconstructing Advertising

Whatever modesty was left in the commercial world, it is not far-fetched to suggest it be thrown on the endangered species list. In a world connected through the mass media by television, radio and internet, the competition for businesses is on. There is no longer the local burger diner as an only option for food, there is rather Wendys, McDonalds, Burger King, Harveys, Dennys- and these are only a fraction of the big chains. Substitute a burger for shoes, clothing, toys, you name it, you can see there might be a problem. What I’m trying to say is that when there are so many options for the average consumer, there is a growth in competition between corporations and private business for their attention. The only way to mark their prominence and generate a satisfiable income is through the tool of commercialism. One way to stand out that has been gaining momentum is the lack of subtlety in advertising. The shock factor seems to be a big hit. Take this one for example:



Nothing subtle about it at all! Sex is a common marketing tool, but really does such innuendo need to be used for a big fast-food franchise to earn a couple of bucks? Burger King, which also advertises themselves as a family-oriented restaurant with kids menus, and sport the icon of a friendly and caricatured King, released this particular advertisement to promote a sandwich product. Though this ad in particular was only publicized in Singapore before flooding out into the World Wide Web, the implications are great. Sexual innuendo rules this advertisement. If the woman with the bright red sex doll lips parted for the sub sandwich leaking ‘mayonnaise’ isn’t explicit enough, it is accompanied by a banner reading “IT’LL BLOW YOUR MIND AWAY”. Wait there’s more; the sandwich wears the name the Super Seven Incher, which according to the description can “Fill your desire for something long, juicy ...”Doesn’t leave much for the imagination now, does it? Even though there is a lack of a certain male appendage to make the advertisement the equivalent to pornography, the metonym is clear as the sandwich is clearly implying the presence of the penis. As advertisements go, this one seems to one that could cause trouble with its portrayal of oral sex to promote a product, an act that could be seen as misogynistic.

Although there is no doubt that the advertisement is a good attention grabber with its in-your-face sexuality, after seeing this do people really think “Yum there’s a tasty burger?” If the only reaction is amusement, arousal, or simply a mother wanting to shelter her children from corruption in a home schooled environment, then the advertisement is a dud. However, if the product is consumed at the same rate as the advertisement is the centre of the gossip, then the tactic might have some credit to it.

The question that then arises is whether or not the shock factor is allowed to be used so fervently in advertising? One thing to keep in mind is the likelihood that if advertising continues on this explicit trend, then corporations will need to out shock the other in order to remain recognized. In this sense it’s scary to think what we will see next, perhaps Ronald McDonald gone dominatrix? There quite possible could be many more mind blowing advertisements to come.