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Word Count: 889
Controversy stirs in several ways in the 2012 Hardees commercial for a southwest patty melt The ad features current IT girl Kate Upton who is also widely famous for a recent Sports Illustrated cover and her viral YouTube videos Aside from the commercials starlet Hardees promotes their new southwest patty melt featuring jalapeos and other spicy ingredients The scene shows Kate at a drive-in theater alone and with the Hardees burger in hand With each bite of the burger the ad and Kate get progressively provocative It begins by showing Kate pulling the southwest patty melt out of her Hardees bag simple yet effective advertising Then we take a turn as she begins to let her hair down and let loose She continues to strip off her clothes and sweat Hardees burger in hand Hardees manipulates several appeals in the ad to draw in its audience First they use a young recent starlet to promote their product A starlet that is no stranger to being directed for sex appeal nonetheless They then continue on with this appeal and dress her provocatively with over the knee stockings and a cleavage exposing top This approach tells us that the ad is directly being marketed towards men They include a provocative young woman to draw young men towards their product Is this effective Ratings show that the campaign drew in a growth in younger consumers However did this ad cross the line with its approach In many ways one would agree soNot only does the ad give men and unrealistic fantasy but it can also be highly disturbing and offensive to women The way that the actress is dressed provocatively sends forth a strong message to its younger audience Not only could it lead to poor self-image but it can also relate directly to a degrading form The idea of exposing a young woman and portraying her to be seductive and sexually appealing can lead viewers
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