Masculinity In Fast Food Advertising

“Masculinity Domination” Masculinity difference has played the important role in our culture. In the article “Having It His Way: The Construction of Masculinity in Fast-Food TV Advertising” authors Carrie Packwood Freeman and Debra Merskin are trying to grab peoples attention that food advertisements are going after men in general because men tend to like meat more than women. They are also comparing masculinity to eating meat. Meat and fast food restaurant industries don’t provide healthier food. Men consume more red meat while, women eat fresh vegetables and fruits. Industries use more masculinity in their advertisements, while women are being used as an object. Men are powerful one who hunts and kills animals, while women are less

Men rivet consuming more red meat than women. In the article, Freeman and Merskin asserts, “But since only 2.5 percent of Americans claim to be vegetarian, the average American is consuming meat, approximately 211 pounds of animal flesh a year, half of which is red meat” (459). Both authors use the specific data collection to prove that about 97.5 percent of Americans feed red meat. Americans know that consuming red meat is unhealthy and it will cause diseases like cancer, heart disease, and diabetes, but still they like eating red meat more than healthy (fresh) fruits and vegetables. Eating animal products is not only unhealthy, they also lack fiber and contains cholesterol as well as saturated fat. American Dietetic Association (ADA) also convinced Americans to eat more fresh plant based diet than animal products. Eating fresh fruits and vegetables will prevent us from diseases like cancer, heart diseases, and many more. For men, eating meat products has been one of their daily routines. In the United States, the ratio of men to women is 49:51, and the authors statics shows that only 2.5 percent are vegetarian, which means there are more females who consumes meat, although while it comes to feeding more meat men tend to eat more animal products rather than women. Even though there are more females in the United States, they still pore on eating more plant based diet rather than eating red

Male has been used more in the commercial more than the women. In the text, Freeman and Merskin mentions, “Beer advertisement is one genre that clearly demonstrates heteronormative male behaviors, attitudes, and beliefs. Strate’s study of beer commercials found men seek acceptance among their male peers ad use beer as a reward that function as a symbol of initiation and group membership” (460). Both authors are trying to suggest that beer industry requires men in the advertisement in order to make them sell their products successfully. Industries focus on fostering their products by using men as the dominant character in his advertisement, although, women enter the advertisement as a decorative object. Even women can be seen in the advertisements, but they can be seen through is by the side of the men. The industry doesn’t think about discrimination in gender, they all focuses about their products and making money. Men has been shown more independence and are being hired in more professions than women is one of the reason why even in advertising women can be seen only as a “decorative