The founders of Beauty Redifined, twin sisters and holders of PhDs from the University of Utah, are inviting the burger-eating public to #cutthecarls.
The media campaign is in response to long-running Carl’s Jr., ads, featuring bikini-clad starlets and models in suggestive poses while eating Carl’s Jr. burgers.
“They are just pushing the boundaries, and they are doing it blatantly,” co-founder Lexie Kite told the Associated Press. “They are only getting more and more sexually objectifying. We know as well as anybody how much harm this does to men, to boys, to girls, to women, to relationships. It’s time to speak up.”
Carls Jr., owned by CKE Restaurants Holdings, Inc., has previously been criticized by the Parents Television Council for the content of their racy ads, which are designed to appeal to young men. The company has also come under fire from pro-choice groups for founder Carl Karcher’s funding of anti-abortion activities.
http://www.youtube.com/watch?v=2AdViveJYD0
Carls Jr. has issued a statement defending the ads, which have featured Paris Hilton, Kim Kardashian and Kate Upton among others.
“The women in our award-winning ads are intelligent, talented and beautiful professional actresses and models. We have only the greatest respect for women and their contributions to society at all levels in business, at home and in the community,” the company wrote.
In a 2011 statement the fast food chain said “We believe in putting hot models in our commercials, because ugly ones don’t sell burgers.”
Both men and women took to Twitter to support Beauty Redefined's social media campaign under the hashtags #cutthecarls and #morethanmeat.
Phil Uhl @philuhl 17h Carl's Jr has been going too far for too long with their ads. Give us all a break - #CutTheCarls Sarah Galvez @SarahGalvez82 6m “We believe in putting hot models in our commercials, because ugly ones don’t sell burgers.” #CutTheCarls Gelise @geliseseldredge 1m @CarlsJr this add is disgusting and pornographic. Grow some class. Women are #morethanmeat #cutthecarls L @2blrose 1h It's disgusting whether it is a overly exposed women or man for a hamburger! Children watch these vulgar moves! REMOVE #CuttheCarls Pete Busche @PeteBusche Aug 31 Whether you go to church, or worship at home with an Xbox on Sunday, let's join in solidarity to #CutTheCarls and respect women #CarlsJr
On their website, sisters Lexie and Lindsay Kite describe the media objectification of women as “a public health crisis.” They acknowledge that Carl’s Jr. isn’t the only corporation that uses sexualized depictions of women to sell product.
“Sure, Carl’s Jr. isn’t the only one out there pulling this sort of crap, but why not start by pushing back against a company run by guys like Andrew Puzder who are brash enough to combine women and meat and feed it to us like we’re animals.”
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