burger king-my way

This black and white Burger King print ad features the face of an African American man with braids. His expression could be considered tough or aggressive, as he is stares down the camera. The blurb on the bottom of the ad speaks to the man’s philosophy, in which he talks about his “customized ride” and, working from Burger King’s slogan, how he will not have his burger any other way than his own way.


Who is this ad marketed to?What do you think the goal of the marketers was by using this particular picture and the associated text blurb?Why do you think Burger King believed the “My Way” ad would be most successful by using this particular picture and blurb?

What does this ad say about the way marketers help shape our understandings of African American masculinity?

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