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Charlotte McKinney - Carls Jr Ad Commercial - Super Bowl XLIX 2015 - The All Natural Burger(can be found on the Youtube website)

Introduction

Managed by CKE Restaurants Holdings, Carl's Jr., an american fast food chain with franchisees in Europe, Australia, Canada and Asia, including Singapore. Carl's Jr. specialises in burgers and sandwiches offering similar products as their competitors, McDonald's and Burger King. Hence, the company has invested significantly in their advertising strategy in hopes to spread awareness and gain greater market share. Over the years, their advertising strategy includes celebrity endorsement such as Kate Upton, Kim Kardashian and Charlotte McKinney. In 2005, Carl's Jr. introduced a campaign which features models in bikini in suggestively poses aimed to attract the attention of the "hungry, young guy" demographic. The advertisements received backlash and criticism for objectifying women (Mccombs, 2014). However, the former CEO, Andrew Puzder defended the campaign as he enjoys beautiful women eating burgers in bikinis which he feels is an American culture (Taylor, 2015).

Despite the backlash in 2005, this advertisement was aired during Super Bowl XLIX in January 2015 featuring Charlotte McKinney to promote its new All Natural Burger. McKinney, an American actress is portrayed walking in a farmer's market in Bikini consuming the All Natural Burger. The advertisement claimed the burger is the first of its kind without antibiotics, hormones and steroids. The ad has garnered more than 4.5 billion media impressions globally (Carl's Jr. and Hardee's Team, 2015). Carl's Jr introduction of healthier food choices could be attributed to a shift in consumer's dietary habits. A study revealed that consumers have become aware of meat consumption in relation to their health and environment, and are willing to take steps to alleviate impact in changing their dietary habits (Sanchez-Sabate & Sabat, 2019). As a result, several fast food chains including Carl's Jr introduced plant-based items on their menu.

Propaganda Techniques

1) Name Calling

2) Glittering Generality

3) Transfer

4) Testimonial

5) Brand Wagon

6) Plain Folks

7) Card Stacking

8) Slogan

9) Sex Appeal

10) Music

Based on the Advertisement, Introduction of Advertisement and Propaganda Techniques given above, Please answer the following:

Identify the ALL Propaganda Techniques used in the advertisement. Elaborate HOW the identified Propaganda Techniques are used in the advertisement.

Discuss and Elaborate by providing reasons to support your argument, not including references/tables/graphs/images. Please provide in-text citations and proper citations with information from books/websites.