Burger King 'Super Seven Incher' – 2009In an ever more competitive and growing world, it is often necessary to stand out; both individually and as a company. Advertising budgets have therefore increased. With increasing access to media and more children now having access to information, advertising has come under increasing scrutiny. In June 2009, Burger King released a print advertisement in Singapore to promote a limited edition sandwich. What appears to be a promotion for a large sandwich turns out to have a very explicit underlying meaning. Considered "distasteful" and unappetizing due to its obvious references to fellatio, many people spoke out against the ad and called for it to be removed. Why do you ask ? Let's take a look. (See Appendix A – Figure 1) Appendix A: Figure 1 The advertisement under discussion is a print advertisement for a limited time promotion of “Super Seven Incher”. This advertisement was displayed in public places such as the MRT and Burger King stores in Singapore – a company known worldwide for its well-regulated government controls on social conduct and the media. The main purpose of this ad was to shock, push the boundaries and be a talking point among the target audience for the limited time the sandwich was available. At first glance, the image of the "mind-blowing" sandwich near the agape mouth of a woman with wide eyes and red lipstick who seemed to be in the spotlight, accompanied by a suggestive slogan remarkable both for its font than by its size declaring: “This will blow your mind. » Strong sexual references will be understood only by people with prior knowledge of sexual acts, leading to...... middle of paper ...... be effective as stated by Lauren Kuziner, door - spokesperson for Burger King, in a press release which generated positive sales to consumers around this limited-time product offering in this market thanks to this campaign. There have been some changes in the image of women. Indeed, a “new woman” has appeared in advertisements in recent years. She is usually presented as a super woman (one who can manage every aspect of her life through the purchase of something), or as a liberated woman, who owes her independence and self-esteem to the products that she buys. 'she uses. Unfortunately, these new images may not represent a real improvement in general attitudes but may instead have created a myth of progress, an illusion that reduces complex sociopolitical problems to mundane personal problems. What is the ultimate mystery? Why this product was even approved for launch in Singapore in the first place.