Masculinity In Fast Food
A historical connection was formed centuries ago and can explain why masculinity is such a prevalent focus in modern fast food advertisements. Freeman and Merskin’s research has shown that, “Anthropologists have documented a historical link between males and the domination of nature and animals, evidenced by the traditional role of males as hunters. These historical relations contribute to food remaining a highly gendered cultural product in America today, most notably the gendering of meat as a masculine food” (277). Most fast food products contain meat, and males have for generations gathered and consumed animal meat. Based on that assumption, it only makes sense for modern company marketers to focus their attention on promoting masculinity. Freeman and Merskin’s effectively displayed Ethos through their word choice most notably the word, Anthropologists signaling the use of a trustworthy group of researchers. Ethos is shown through the link being documented and that the connection is just not based on speculation. The reader can get a sense that Freeman and Merskin researched this historical connection and are confident in the claims that are made. Similarly, Freeman and Merskin examined how masculinity is used to sell products and analyzed ads from Burger King, Carl’s Jr, Jack in the Box, Arby’s, Quizno’s and Subway. Freeman and Merskin write, “Marketing experts confirm from Burger King and Carl’s Jr that their campaigns are specifically targeted towards young men. In 2007, even Subway who traditionally had a positive less masculine based marketing approach shifted their direction and began to exemplify masculinity by using athletes to assert the meatiness of its subs” (Freeman and Merskin 282).