Thursday, August 20, 2009

Little burgers = little people?

I've seen this commercial a couple of times now, and am uncomfortable with this new ad campaign of Jack-in-the-Box's where little people are used as props as a comparison with their new mini burgers.

The commercial also seems to make a spectacle of the little people--they're mini cowboys with a mini horse and herd mini cattle. They're small and funny, just like these burgers!

It's an othering sort of humor that illustrates difference. That this commercial features little people with little things, and demonstrates the "unusual"* size difference by also including a person of so-called "normal"* height is offensive--and the comparison between the little people and the burgers is dehumanizing.

Am I missing anything?


*I use these terms loosely, and fully acknowledge that they're relative terms.

Any thoughts?


Unknown said...

I also hate the fact that the voices are sped up to sound like the Chipmunks. Thats not how little people sound!