Arby's Ad

Thesis:

This ad claims that Arby’s is covering a burger consumers can buy for few dollars,but I argue that it is less about satisfying an empty stomach and more about sexual needs that will never be fulfilled by purchasing the product for cheap. The hamburger is also identified as a female to target male and persuade their sexual appetite. However, is it essentially about the hamburger or brand recognition?

Body Paragraph:

Advertising and marketing today portrays total lack of control, were sexual appetite operating as a metaphor for eating pleasures. Arby’s ad has really nothing to do with the hamburger but if that is how the brand will get their name of out there, it will work perfectly well for them It is changed from nutritive activity to food being constructed as a sexual object of desire, and eating is legitimated as much more. Rather, food is supposed to supply sensual delight and succor, nor as metaphorically standing for something else, but as an erotic experience in itself. “Women may be encouraged to dive in – not however, into a dangerous pool of Haagen Dazs Deep Chocolate, but for a refreshing dip into Weight Watchers linguini.” (Scapp, Seitz 19) However, if the ad was switched to male’s hands instead covering the hamburgers, it would send completely different signals and the targeted group would no longer be males. I think nourishment can be a small part of it but the desire and sexual appetite brings more consumers to Arby’s after seeing the ad, rather than someone that are truly craving after an All American Roasted Burger.