Saturday, April 6, 2013

A Letter to the CEO of Carl's Jr.


Dear Mr. Puzder,

During fall of last year I went to a Carl’s Jr. restaurant for the first time, and I enjoyed the meal I was served. However, I recently became aware of Carl Jr.’s advertising campaign which highlights sexualized, scantily-clad women. I feel that using sexualized advertising is a very bad move for your company, for a number of reasons. 

First, you may be targeting young men who will eat a lot, but you are losing many of your loyal customers who would have brought their families along with them. You may not be aware, but after reading the recent Facebook responses to your Heidi Klum and Nina Agdal commercials, it appears to me that a large number of people are boycotting your restaurant altogether, because they are offended by the explicit material that you are trying to persuade them with.

Second, by objectifying women, you add to the stereotype that young girls are fed every day by the media, which is that women have value only if they are “hot”, “skinny”, and “sexy”. By doing so, you add your voice to the many others who falsely tell our sisters and daughters that they are not to be valued for their accomplishments, but for their looks. As a result, many girls who prescribe to such a shallow ideal have experienced many internalizing issues such as depression and eating disorders.

Although sex may earn you a few dollars, remember that long-term relationships are never based on sex only. I implore you rise up and change your advertising campaign to direct towards the whole family, not just towards one narrow group of your customers. I challenge you to create a lasting relationship with your customers by producing commercials that match the taste of your burgers. I would appreciate it, and I know there are many others who would as well. 

Please, win my loyalty back.

Sincerely,

Alison Bennett

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