William Sea s article Advertising Sets a
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...... Fast food ads are another notorious medium that perpetuates this skewed view of men and masculinity. Some ads portray men as hopelessly inept, especially when it comes to eating or cooking. The men in Carl's Jr. ads, for example, are pathetic and hopeless when it comes to food. In one ad, a young man places an entire avocado, unpeeled, in a blender and expects guacamole to come out. Another shows several men attempting to eat "healthy" by ordering miniscule portions, while the ad urges them to come in and eat a "man-sized" breakfast sandwich at Carl's, instead. Both of these ads portray men as pretty much idiots when it comes to food, another of Sea's jaunts into offensive portrayals of men and masculinity. Clearly, these are big, brawny men who are browbeaten by their off-screen women to eat healthy, when they would much rather go into Carl's and scarf down a huge burger and fries
What is so interesting about these commercials is not the stereotypes and offensive portrayals of men; it is that they seem to work, and that men accept them. It seems as if men view these men as somehow removed from themselves or reality. They
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