Burger King Analysis
Technique
advert uses
In the advert we see a man in a posh,
high class restaurant eating what he calls ‘chick’ food. He doesn’t seem
comfortable in the restaurant and is unimpressed with minimal food. He belongs
to a lower social class. He decides to leave the restaurant and goes to the
fast food company Burger King where he can have big meaty and messy meals. He
thinks that these meals are what ‘real’ ‘powerful’ mean eat.
The advert has used humour the men in the
advert are doing silly things, The stereotype of men being powerful is
exaggerated. The demographic group it seem to appeal to is C2 (e.g. plumbers).
It appeals to them because it makes them look strong. The psychographic group
is the ‘resigned’ group. They believe in being traditional. They think men
should be powerful and eat manly meaty foods.
Social
Class
When the man is in the restaurant he
doesn’t seem to belong there. His clothing is more casual and informal.
Everyone else in the restaurant is dressed smartly and he looks underdressed.
He has his sleeved rolled up which suggests to the audience that he is ready to
eat a big messy meal. When his food arrives, the food is minimal and is
considered a delicacy. Despite how expensive the food is he is unsatisfied. His
expression shows he is bored with the ‘chick’ food. The fact the man is out of
place shows he is from a different class.
He wants to have basic easy food from somewhere like Burger King. This
shows he is working class. Later on in the ad we see other men, like him they
want the big meaty meals. Most of them are builders and plumbers. All the men
look like they’re joining together to find the perfect burger. They are
protesting against the ‘chick’ food.
Representation
of Women
The women in the advert are shown as
being supportive of the men. The females wear cheerleading outfits and pink
tracksuits. They stereotype women as being eye candy for men, that females are
girly and weak, making men again look bigger and more powerful. The women in
the advert represent the men's reward for their hard work and temptation. Woman
are in the background and not important. This could make women angry because
they are being side-lined and being shown as not important and not powerful.
However, this advert can also appeal to women because it makes them think that
if they have a burger from burger king they can be strong like men.
Representation
of Men
Men are shown as dominant in the advert.
The song used in the ad is originally a female song but the advert changes it
to make it about men. The men in the advert seem to be protesting about the
fact they want real food, they don’t want ‘chick’ food. They want traditional
big meals.
In the advert the men are featured in a
crowd. The purpose of this is to show that if you go to burger king you will
find other men who are powerful and want real food.
The soundtrack in the advert is called
‘manthem’. The two words that make up this word is man and anthem. Anthems are
traditionally known to be songs that represent the country. This tells us that
if men eat the burger they will be a type of king. The song representing them.
The song is sexist because it makes men
look more powerful to women. The mood the song has is enthusiastic and positive
which attracts people to it. This shows the target audience is men.
The
use of the Soundtrack
The song used in the ad is called
manthem. The original song is about women and is called ‘I am Woman’ by Helen
Reddy. The original song is about women having power. But the song in the
Burger King advert is changed to be about men, and men having power. The first
line of the ‘Manthem’
says: ‘I am man, hear me roar’
compared to the original which
says; ‘I am woman, hear me roar’. The purpose of the original was to
show that women are as powerful as men. Yet the changing of the lyrics for the
advert suggests that maybe they are trying to take the mick out of the original
song. That its silly to think that women can be powerful. The changing of the
lyrics would appeal to men because they may agree and think that men are the
only ones to have power and they don’t want that taken away.
Exploring
Interests, Lifestyle, Costume
The men in the advert are wearing casual
informal clothes. This tells us they are from a lower social class and have a
skilled manual occupation e.g. electrician or builder. This shows that they
don’t care about how they look and maybe have a lazy lifestyle. The men in the advert are
copying the stereotype of how a man is meant to behave, this tells me that the
target audience are the
psychographic group ‘aspirer’ because they are driven by others peoples
perception of them rather than their own values. Their core in life is status. It is
important to see men in these casual clothes and working class clothes to show there
social class but it is also done so that when people see the advert they can
see normal working men because if the men wore smart suites it may make the
audience feel they aren’t able to get the product because they aren’t in a high
social class.
Young
and Rubicam psychographic profiles targeted.
In the advert men want traditional male
food. The want the manly burger. This may show that the men are in the
‘aspirer’ psychographic group. They prefer to be a traditional man, the way
other people see them as. They live off their stereotype. The advert is
promoting the idea that if you eat the burger you will be strong. The target
audience want status in life. Even men from different backgrounds want the same
thing. They all want power. I think that
advert is against stereotypes because the advert is mocking the stereotype of
men and who they are. This may tell us that the psychographic profile of the
audience doesn’t matter and that you don’t have to want status and power to
have a burger.
Conclusion
In conclusion the advert is designed for
both men and women, men because they traditionally want big meaty meals that
fill them up. Women because they would want to prove that they can be powerful
and can have big messy meals. Its not only men that have the power. The advert
is designed to attract people from the working class background that wear
informal and casual clothes.
By Katie King
