Analysis of Arby’s Sports Illustrated Advertisement Essays

Sexual images have been used for advertisement for a long time and have been very successful. As advertisers become increasingly difficult to attract media consumers' attention, the use of effective and ineffective sexual images has become more popular in recent years. Some items such as perfumes and clothing are relatively easy to sell to handle sexual images. However, companies that sell products such as fast foods must be more creative when using images. Arby's Roast Beef Restaurant uses this creative approach and publishes full page advertisements in the 2009 Sports Illustrated Swimwear issue. The ad shows two future Roastburger sandwiches covered with a model cross arm. Hamburg ... Read more ...

This ad is targeted to young male audiences on swimwear issues for sports images, but responding to this demographics may alienate or harm women's viewers. Unfortunately, Arby violates one of his core values ​​by female female advertising. Based on the core value posted on its website, "We respect you because we want to treat customers, business partners and teams" (Arby's Roast Beef Restaurant, 2010). By objectiveizing women as satisfiable foods, Arby ignores its commitment to respect women's customers and attempts to acquire more business for male customers. Why does Arby's risk keep such a large potential customer away? To answer this question, it is important to understand what Arby is about to sell and why he chose Sports Illustrated Swimwear to promote that product. Arby's is a fast food chain specializing in roast beef sandwiches, but offers a variety of menu items that are not common in the fast food market (Arby's Roast Beef Restaurant, 2010). They positioned themselves as a substitute for a typical hamburger seen in many other competitive chains. Arby announced a new roast beef sandwich called Roastburger with his ad in the swimsuit issue of February 2009. Amazing

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