Even if I were so inclined to eat this artery clogging slop, KFC has wagered that I will never be hungry enough to eat it because I have a vagina and two beautiful breasts (yeah tooting my own horn). I searched online for the commercial to no avail; and so you will have to take my word for it that no one with any ovaries appears in the commercial for this heart attack in a box extravaganza.
Since nothing in this the box is good for a healthy functioning body, there was a part of me that thought about not blogging about this, but the exclusion of women and its implications was just too much to ignore.
When we see advertising aimed at women it usually falls into three categories, housecleaning, diet food/ weight loss, and childcare. Over and over again, the gender card is played with the confidence that we will pick up the clues and perform as we have been socialized to do.
While skipping a BIG BOX meal certainly is not harmful to anyone, the idea that women are excluded from targeted marketing in this instance is. High fat meals like this are not targeted at women because capitalism and patriarchy have much invested in the constant disciplining of our bodies.
Specifically not targeting women in this ad campaign will not hurt KFC because of course they have already made sure to let us know that when we are stressed out from working our second shift (read: working/parenting) we can always feed our children KFC to reduce our stress factor. For the sake of family togetherness we will be allowed to participate in the great secret recipe path to the cardiology department; however succumbing to the BIG BOX for our own personal satisfaction, is unacceptable as it has clearly been deemed testicle territory.
It takes a manly man to consume the BIG BOX, that is after all why it was named the BIG BOX. Women are meant to eat sparingly. How else can we make sure our bodies are suitably fuckable? Every single calorie must be counted if we are to remain in strict control and maintain the skeleton like frames that we have been told are so attractive. Everything in "manland" is bigger, and brighter, than the diminutive pink coded world that women are expected to inhabit. Masculinity needs the BIG BOX, after all men have important work to do running the world.
I swear there are some that would have us fainting like it was the 1800s again. The corset may be invisible today, but it is very much in existence. By the simple act of exclusion we are reminded of what behaviour is acceptable for women to perform. Good girls don't sit sucking on chicken bones shooting the shit with their friends. Nope, we are eating yogurt watching with envy as men are encouraged to satisfy their baser desires.
So don't eat that BIG BOX. Keep your figure trim and while you are at it, remember to perform all of the other tidy little behaviours that come with womanhood. Cross your legs, 'cause womens bodies are closed. Remember to scrub that toilet, 'cause women apparently are the only ones with a vested interest in making sure the living environment is sanitary, and most of all (this is really key) if it looks like it might be deliciously bad for you, and it isn't chocolate, fudge, or ice cream, it's off limits.