Yummy Advertising? A Look at the Sexualization of Food Advertisements

This content analysis was to further research in looking how sexuality is used in advertising, but particularly food advertisements. More specifically, words and phrases used, advertising characters, how they are presented and posed, etc. Using a combination of 15 Carl’s Jr. and Hardee’s ads, these were analyzed to find consistent themes for advertising tactics. Findings show that sexual innuendos in advertisement phrasing are often used, as well as female characters. It also showed that these characters were often scantily clad or close to nude, making them have more “sex appeal” for the male audience. Facial expressions and posing were also used in a way to showcase the food item, as well as present them in a way that could be seen as sexual. Marketing and media continue to produce these images to connect the audience to these items in another way that seems appealing, or in other words, using sex as a primary desire rather than just the desire to eat or satisfy hunger. This analysis will hopefully further the research in advertising tactics