Creativity or Objectification Women? Readings of Selected Mambo’s Chicken Adverts

Abstract

This study explores whether Mambo’s Chicken advertisements objectify women or not. Guided by the Magic Meaning theory in advertising, the study explores the discourses that emanate from Mambo’s Chicken’s advertisements’ portrayal of women. Methodologically, this study is qualitative. Data was collected using digital archival research and analyzed using Mazid’s approach to Critical Discourse Analysis (CDA). The study establishes that indeed, Mambo’s Chicken ads are sexist and objectify women. While Mambo’s Chicken ads exude creativity based on trending issues and scandals, Mambo’s Chicken creates gender stereotypes that objectify women. The thigh (sex) and yellow bone discourses portray women as sex toys born and bred solely for men’s pleasure.

KEYTERMS:

• Fast food outlets
• gender
• Mambo’s Chicken
• objectification

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The authors received no direct funding for this research.