Michael Andrews
ENC 1102
Joseph Cottle
14 April 2013
KATE UPTON
The video that I have chosen to discuss is a video actually banned after it was original
played during the Super Bowl. This video comes from the food chain known as Hardees. They
are known to have more sexual videos than most other companies. This one is no different in
that matter. They use sexual themes as well as some humor in order to sell more of their
product. So this is how Hardees sexy commercial demonstrates the point that these types of
commercials can show both a positive and negative aspects of both male and female’s sexuality.
The video takes place at a 1950s drive-in movie theater on a summer’s night. Kate Upton
is all dolled up in her polka dotted dress with a pink furry jacket. Then she pulls out the
perfectly made burger and then begins going to town on it. But the burger is a Southwest Patty
Melt which consists of jalapenos and spicy sauce and once Kate starts eating this burger she
starts to get really “hot”. Right in front of your eyes she begins to get more comfortable, taking
off her jacket which reveals some very nice cleavage, and she lets her hair down. Then we see
her move to the back of her car to have more room where the audience gets a close up of her skin
which is starting to sweat from the “super hot” burger and then after she continues to enjoy the
burger in a very sexy way. A funny part of this commercial would be that while she is doing
pretty much a strip tease, a man is at the drive-in with his wife looks over and can not turn away.
Then Kate Upton’s shadow appears on the movie screen. From this, the entire audience can she
what she is doing and the guy is still looking at her and once the shadow goes on the screen the
wife still looking at the screen pushes the man’s head back to forwards.
What is interesting about this commercial is the way that it starts to how it ends. It takes
place at a 1950s type drive in theater and Kate looks very conservative in her appearance. Since
back in the 1950s most women were very conservative in their appearance not showing too much
skin and being the “good girl.” But as the commercial progresses we see more of a modern view
when she starts taking her clothes off and brings in more of the modern version of women where
they are “free spirited” yet sexualized.
Why do they have a very attractive girl strip teasing at a movie theater eating a burger
you may ask? Well the answer is that in recent years it has been shown that sex sells. When a
man is watching this commercial and see Kate Upton eating this burger, it makes him want to go
out and get one himself. Yes, that what the target audience of these sorts of commercials are,
lower teens to middle age men. Hardees does a good job with these commercials and keeping
them normally about sexual topics. Hardees knows that men are the more likely going eat their
products due to the modern trend for women to be health conscious.
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