Degrading Hardees Commercials

Josh N. writes "Recent Hardees® commercials depict men as too stupid to select a loaf of bread or open a cardboard tube of instant biscuits, while a narrator’s voice proclaims that “without Hardees®, some guys would starve…” Aren’t we all lucky that Hardees® is making sure that the men of America don’t die of starvation because they’re so stupid? Hardees® though, is not the only culprit. For example, another series of advertisements from Domino’s Pizza’s promoting their Philly Cheese Steak Pizzas show a group of men teasing a dog by summoning it with a bell (a parallel to Pavlov’s bell experiments) so that the dog comes in expectation of food, but instead is mocked as a “stupid dog.” A few seconds later, the doorbell rings, and all the men run to the door making panting dog sounds (another Pavlov draw, this time equating the men to dogs) and are greeted by a pizza delivery man who says “No drooling this time guys.” Thus the commercial first takes the time to establish the dog’s intelligence as “stupid”. It next makes the men behave like dogs, so an easy inference can be made by the viewer based on what they’ve established about dogs’ intelligence, that men are also stupid."

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