Marxism by Claes E. u1118248

Marxism is a way to analyze the world through an economical and socio political view, to
observe the social classes within society today and according to their development decide
what is absolutely necessary for us humans to survive. The requirement for us to continue to
produce and reproduce the material requirements that we need to provide for our needs. Due
to human society constantly going through changes and developments naturally our view of
what is actually a necessity changes accordingly as well. The Marxist theory analyze social
change from a philosophical method, economic theory, sociological theory and a revolutionary
view to understand the materialistic development in society today. Based on social relations,
political views, morality, legal systems and ideology creates the “Superstructure” which is the
base for the economic system through a Marxists’ point of view. The struggle between the
classes gets bigger and bigger and some might feel that the rich is getting richer and the poor
poorer. Because of our rapidly developing technology the already existing social organization
is taking is told and progress within is hindered. This takes it form as class struggles due to the
inefficiency to keep up in time with the “speeded up” technological development. Along with the
growth of the recession and the enormous growth of technology where it gets easier to change
manual labour into machines the gaps between the classes are getting bigger than ever.

One of the opposites to Marxisms many different theories is the basic understanding of
consumerism. An encouragement to buy services and goods over our necessity level. The
very view of yourself and how you want to project yourself into society changes along with the
changes in social relationships and it is getting more important to belong to a certain group of
people, a class. Instead of moving towards the Marxists’ way of thinking we are going more
towards a capitalistic way of thinking. A world where economic systems is based on private
ownership and with the main aim to make profit. To analyze an advert from the second biggest
hamburger fast food chains is a brief understanding of price systems and competitive markets
which is also two of the cornerstones in capitalism.

Next after McDonalds, Burger King is the second largest hamburger fast food chain in the world
with over 11 million customers in 83 different countries (2013, Burger King). According to Burger
King’s website they are committed to “a programme of continuous expansion” (2013, Burger
King) and in the UK 100% of their buisinesses are franchised companies. And as “Burger
King” states on their website “Whilst we are constantly innovating, one thing always remains
constant - our passion for flame grilling since 1954 and the knowledge that our beef and flame
grilling results in great tasting burgers” is probably what we all remember best from the various
commercials and adverts around the world for Burger King.

“In the UK and Ireland, our belief is simple: we are deeply passionate about the great taste of our
flame-grilled burgers, creating the best restaurant experience and innovative food for all our customers.
Talented people and a profitable franchise system are at the heart of our growth and success, as is the
ability to anticipate and meet the needs of our customers and stakeholders.” (2013, Burger King)


First of all is the name itself, Burger King, suggests that the burgers in this particular fast food
joint are much better the the various competition around such as McDonalds. Wendy’s and
many more. This implies that it actually are burgers worth for a king served at Burger King.
They have through the years continued to use the famous “Burger King” for advertisement and
PR. So even though we yet have not laid eyes upon the advert for the “new” BK burger we
already subconsciously have an prebuild image of what the burgers look like and what they will
taste like according to manipulated photos and promises of a juicy BBQ flavour. According to a
personal research where I asked 100 people whichever of McDonalds or Burger King felt more
luxurious 63 people answered Burger King and most commonly with the explanation that the
“100% Beef meat” was barbequed.

Accordingly to the “framing” of the image, the
vignette, pulls your eyes into the center of the
image. First noticeable is the beautiful, almost
barbie like, woman with an open mouth ready to
eat the new BK super seven incher. Before you
even see Burger Kings’ logo or what the advert
is actually about what strikes you is the burgers
resemblances of a male genitalia because of the
woman highly lit up with her blood red hot lips
open, staring with a frightened look in front of
her, looks as if she is about to perform oral sex.
Even though sex is generally something that is
used to frame a male audience it is one of our
most basic needs man as woman. Wherever you
want it or not your subconscious has already
made all the assumptions necessary and in the
best case scenario you will remember an
especially good sexual encounter and your brain
releases endorphins which stimulates your
“happy centra”. Since this is as said one of the
most basic needs it applies to any person no
matter social status and even if this failed to
apply to you per say just that the ad itself is an edgy somewhat offensive poster it will with most
certainly have caught your eyes which from a consumerist view is exactly what you want.

After getting tempted by the woman we can read that “It’ll blow your mind away” (2009, Burger
King) so if you somehow failed to get the association the first time they spell it out a little bit
clearer yet. And obviously with the image combined with that text it is hard to not think about
a “blow job”. But sex sells, I know it, you know it and independent publishers who made
this Burger King poster in 2009 certainly knew it. It is part of our natural drive as animals, to
reproduce and spread our seed. Through the poorest corners of the world up to the very top of
society, sex is something that is hard to eradicate. The burgers name “BK super seven incher”,
suggests that is about the size of a penis but also implies that it is actually bigger than seven
inches or at least that the seven inches that you do get are somewhat “super” compared to
nothing in particular except the meaning of the word itself which is grandiose and unique in it’s
own way.The matter of the fact that you also get yourself a deal and not only the “BK super seven incher”
itself but you also get a sparkling cold soda and hot fried chips gives us the false assumption
that we are actually saving money on buying this burger for 6.25 $. The Burger King corporation
has been kind enough to give us a special meal deal.


So in conclusion this poster from an Marxist point of view simply implies that by buying this
special meal deal from Burger King your life will get much better, a bargain of the century,
and when you get this burger you will be a happier man or a woman. It also suggests that
by buying this particular burger you will also possibly have the opportunity for some kind of
sexual encounter with a partner. And as i have said many times in this essay already, since
reproduction is rooted in our core and something that most people think about daily, according
to some (unreliable) sources, men think about sex every 3 seconds. it is something that triggers
people. But as a matter of a fact the Burger Kings poster from 2009 has successfully hidden the
fact that it is a highly mechanical production, a fast food giant, a huge multinational corporation.
Even though the food at Burger King supposedly is well sourced you can not deny the fact that
they are involved in the whole horse meat scandal (2013, The Guardian) and failures in the
supply lines are blamed. So instead of the possible delicious “BK super seven incher”, that will
fulfill your desires, with what you believe consists of 100% beef is actually not that well sourced
as Burger King make out. Cheap labour and companies in poorer countries for the sole purpose
of gaining profit which is the foundations of a consumer society where we are triggered and
manipulated in everyday life to constantly buy new unnecessary things to achieve the ultimate
“happiness”. Burger King play a successful part in this 21th century consumer world we live in
constantly duping its 11 million customers in over 80 countries (2013, Burger King). So even
though Burger King, in UK and Ireland, is 100% franchised where the majority is owned by
families I believe that Burger King is the opposite of what marxism is all about. Even though it
is food it is through a mechanical production where only more and more are supposed to be
pumped out. Never mind the quality it is all about the taste


Claes E.

u1118248

Burger King (2013)
http://www.burgerking.co.uk/home

Burger King (2009) Bk Super Seven incher [advert] Available at: http://www.kerrydean.com/pictures/burger-king-
bk-super-seven-incher-advertisement-picture.jpg

The Guardian (2013, Friday 1)
http://www.guardian.co.uk/money/2013/feb/01/horsemeat-scandal-burger-king

Oxford Dictionary
http://oxforddictionaries.com/definition/english/Marxism?q=+marxism

What is Marxism?
Ken Smith, (May 2003)
http://www.marxism.org.uk/pack/intro.html

Marxist.net
http://www.marxist.net/marx/m2frame.htm?today.htm8