To Whom It May Concern:
My name is Rachael and I am writing in regards to the advertising strategy that Carl’s Jr. and Hardees have been using for some time now. It is extremely unfortunate that your company has decided that the best way to bring in a customer is to use profane commercials. Your commercials most frequently depict a scantily clad woman eating an extremely large hamburger of some kind. Not only is it a ridiculous notion to suggest that a woman with a very small physique would even take a single bite of that burger, but it is ridiculous and offensive that she is nearly naked or is somehow aroused by eating a hamburger!!
I understand that these images are memorable for some and that this strategy is an easy way for your company to make a dollar, but you should also know it is a very quick way to LOSE a dollar as well. I am a wife and mother and REFUSE to eat at any of your franchises because my family and I are extremely offended by the commercials you use. I know I am not the only one who feels this way but perhaps I am only one of the few who will say something to you.
Using a naked woman to sell your hamburgers only says that your food is not that good and you therefore need to sell the idea of eating being sexy in order to increase your sales. I am not sure if you are aware or not, but your commercials are only appealing to a small group of customers; men. Women do not care how attractive the model is and they are definitely not aroused by the idea of a nearly nude woman eating a high-calorie, high-fat hamburger. The only reason that I remember your commercials is because I was so upset and bothered by the message. It is extremely degrading to women to be objectified in such a manner and thought of nothing more than a piece of meat used to make money for a company who sells fast food. Unfortunately we live in a society where many companies portray women as idiotic sex icons to be used at the whim of any man. No matter if he is good looking, intelligent, successful, thoughtful etc.; he just needs to be a man. This message is sent to men of all ages that women have nothing to offer to society except their bodies. This also sends to message to women and girls that in order to be successful or to get attention you need to exploit yourself. Shame on the women who are in your commercials and are willing to behave in such a way that diminishes all of the other attributes that make them unique individuals with thoughts and feelings. My guess is that they are either so desperate for a job that they would be in yours or enough people have told them that they can only make it in “the business” by selling their bodies and that there is nothing wrong with doing that.
If you had a good sales strategy you would be trying to appeal more to women, specifically mothers because they are more often than not in charge of the meals for their families. Instead of bringing in one man you could be bringing in a family of four. That is FOUR TIMES the amount of purchases/money that you would have made bringing in the single man. While I am no marketing genius it makes sense to me that you would want to attract the largest crowd.
As a conscious consumer I am asking you to reevaluate your marketing strategy and decide if you will be a company who has moral grounding in your marketing stratagem. Until then, you will not have my business and I will continue to discourage others from purchasing your products.
