What is Paris Hilton Doing in a
Carl’s Jr. advertisement? I could not think of a more bazaar celebrity to try
and sell a hamburger. I understand
trying to use sex appeal in an advertisement, however in this commercial the
technique did not work.
Within
the 30 second commercial the hamburger is shown minimally. Until the final seconds when Carl’s Jr.
reveals their logo the audience could mistake this ad for selling a Bentley
automobile, a line of Paris Hilton products or possibly selling the song being played. Not only is this video inappropriate and
should be censored to particular age groups, everyone knows Paris Hilton would
never put in the manual labor to wash a car.
As
a fast food chain with significant competition one would think Carl’s Jr. would
try to develop a target audience consisting of family values or children’s
humor. If I had children I would
turn the channel when this commercial came on the television. With this commercial the fast food
chain appeals to a limited audience consisting of males 15-25 that would enjoy
the sex appeal of Paris Hilton.
With that in mind, it is even difficult for Paris Hilton to make eating
a hamburger look sexy.
Looking
at the commercial further, how do washing a car and eating a hamburger mix
appropriately? These tasks seem as
if they would be proven very difficult to do together. The only connection that makes sense is
Carl’s Jr. is trying to sell their Spicy BBQ Burger and Paris Hilton’s
intellectual tagline is “That’s Hot.”
I personally believe this commercial should not be allowed on air and
Carl’s Jr. needs to reevaluate their advertising strategies.
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