home
WIMN’s Voices: A Group Blog on Women, Media, AND…

Burger King ad cannibalizes “I Am Woman”

lmarshalls Icon Posted by Lucinda Marshall

January 11th, 2007

You’ve got to hand it to the folks at Burger King for their “I Am Man” ad. It’s witty, it’s creative…oh, no. Wait. Actually, it’s a really Neanderthal satire that insults just about everybody. The ad rather literally cannibalizes the lyrics to Helen Reddy’s old feminist anthem, “I Am Woman” and turns them into a sales pitch geared at convincing men that Double Whoppers are the ultimate guy food. As Shrub points out, they really leave no ‘ism’ untouched–sexism, racism, you name it, they’ve got it.

From the first opening strains of “I Am Man”, the ad is dismissive of women. By swiping the tune, the first thing that I get from the ad is it’s dismissiveness of the progress women have made–something of a ‘oh you thought that was your song, well look, we’re going to steal it’ sort of an attitude where the women in the ad are either sporting plunging necklines or literally serving their lord and masters. If by any chance all this is too subtle for you, about mid-ad they deliver the same message a tad more blatantly with a scene showing a guy throwing underwear in a burning trash can.

As Shrub points out, meat has highly sexual connotations in our society,

“Meat already is tied to sexuality in our culture. Phrases like, “beating the/your/my meat,” are euphemisms for male masturbation. “Man meat” refers to a phallus.”

In reference to the men in the ad going on the prowl for meat, as Shrub explains,

“In the animal kingdom, this means hunting for food. For humans, however, it often means hunting for sex — most often used to describe men seeking out women. Already, here, burgers are linked with sex and conquest. Which puts burgers on the same level of women.”

But the truth is, this ad is even more insulting to men than it is to women. It portrays them as stupid studs who will do what it takes to prove their he-man nature, even if it is unhealthy and insulting to others. As Center of Gravitas puts it,

“Given the rate of heart disease among straight men, I would think they should also be angry about an ad that demands they keep up unhealthy eating practices in an attempt to demonstrate their manhood.”

Perhaps the ultimate irony is than in order to sell a product that is unhealthy to eat, BK had to produce an ad that is in poor taste.

19 Responses to “Burger King ad cannibalizes “I Am Woman””

  1. Kennith Croney
    August 10th, 2013 19:01
    1

    Great goods from you, man. I have understand your stuff previous to and you’re just too fantastic. I actually like what you’ve acquired here, certainly like what you are stating and the way in which you say it. You make it enjoyable and you still care for to keep it smart. I can not wait to read far more from you. This is really a terrific web site.

  2. lowbidauction.auctionwebsitescript.com
    August 11th, 2013 11:02
    2

    groupon.auctionwebsitescript.com

  3. Daryl Poppleton
    October 30th, 2013 04:42
    3

    There is definately a great deal to find out about this topic. I like all the points you’ve made.

  4. Gema Slate
    November 19th, 2013 19:46
    4

    Hello, you used to write great, but the last few posts have been kinda boring… I miss your tremendous writings. Past few posts are just a little out of track! come on!

  5. Chastity Touar
    November 22nd, 2013 09:12
    5

    Hello! I could have sworn I’ve been to this web site before but after looking at a few of the posts I realized it’s new to me. Regardless, I’m certainly pleased I discovered it and I’ll be bookmarking it and checking back often!

  6. snort this
    November 26th, 2013 06:08
    6

    Its such as you read my mind! You appear to know a lot about this, like you wrote the e book in it or something. I believe that you just can do with a few percent to power the message house a little bit, however instead of that, this is wonderful blog. An excellent read. I will definitely be back.

  7. Wilbur Rothermich
    January 24th, 2014 07:47
    7

    Nice post. I discovered your blog site on google and check a few of your early posts. Continue to keep up the very good operate. I Seeking forward to reading more from you later on!

  8. Jaunita Alby
    January 24th, 2014 14:47
    8

    You are my function designs. Thank you for your write-up

  9. brave frontier cheats
    January 25th, 2014 21:04
    9

    This is one awesome blog post.Much thanks again. Much obliged.

  10. american airlines call center france
    March 13th, 2014 07:09
    10

    38 yr old Technical Cable Jointer Laverne Leist from L’Assomption, likes pinochle, solution call center and cosplay. In the last few months has paid a trip to locations including Champaner-Pavagadh Archaeological Park.

  11. Solar Energy
    March 14th, 2014 04:41
    11

    Whats Taking place i am new to this, I stumbled upon this I’ve discovered It positively useful and it has helped me out loads. I am hoping to give a contribution & assist other users like its helped me. Good job.

  12. Cork Flooring
    March 14th, 2014 04:41
    12

    I think other web site proprietors should take this site as an model, very clean and fantastic user genial style and design, as well as the content. You are an expert in this topic!

  13. Maxi Dress
    March 15th, 2014 00:59
    13

    magnificent points altogether, you simply received a emblem new reader. What may you suggest in regards to your submit that you simply made some days ago? Any certain?

  14. Domain Registration
    March 15th, 2014 01:00
    14

    Great remarkable issues here. I¡¦m very happy to peer your post. Thank you a lot and i am looking ahead to touch you. Will you please drop me a e-mail?

  15. Honeymoon Destinations
    March 15th, 2014 01:01
    15

    fantastic points altogether, you simply received a new reader. What could you recommend about your publish that you made some days ago? Any certain?

  16. nike nfl jerseys prototype
    March 30th, 2014 17:09
    16

    http://artandcraftmasters.com/nfl/?nid=personalized-lsu-football-jersey-VFDsV.html

  17. cheap michael kors handbags sale
    March 31st, 2014 04:33
    17

    http://www.nyackhospital.org/images/?mk=cheap-michael-kors-bags-for-sale

  18. blog kecantikan indonesia
    May 12th, 2014 07:14
    18

    your writing is damn good! personally it gave additional knowledge to readers such as me, to dig deeper the topic. please tell me how to subscribe for your future posts ? kind regards

  19. Anamaria Bandura
    May 15th, 2014 10:45
    19

    Some really nice and useful info on this site, likewise I think the pattern holds fantastic features.

Leave a Reply