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The slogan La Merienda Es Sagrada which when being translated to the English Language,
it provides a meaning of A snack thats sacred is extremely baffling, way beyond humour
and behind the limits of tolerance as a description for the meat sandwhich the company is
promoting. The company surely demonstrates lack of cultural and Ethno-religious sensitivity
for the Hindus in Spain and worldwide by using an advertisement with links to a religion. As
different religions may have certain taboos when it comes to their food intake, a multinational
company such as Burger King should have been considerate to not mock these taboos for the
purpose of monetary gains. It is shocking to know the audacity of Burger King to insult one
of the most popular deities of the worlds oldest religion.
The word sagrada is bolded and it is being presented in a bigger font just above the portrait
of the Lakshmi goddess. This further emphasises the phrase as important among the rest as
the bolding serves to emphasise and making sure that the reader sees and takes in the
message. It helps the reader to interlink the meaning of the word, the blessing of the Goddess
and the product which is being subjected at which may have given a humorous effect to the
Spanish viewers in general and viewers generally. However, it has definitely flicked anger
among Hindu viewers and viewers with moral convictions.
The catch phrase, A snack that is sacred uses the word sacred which connotes that the
object itself has a high veneration, specifically the beef burger in this case. However, this is
juxtaposition in itself as Hinduism promotes vegetarianism and repudiates the action of
animal slaughter. Thus, by relating a burger with the idol Herself is absolutely appalling. I
call this an extremely repugnant step by the company trying to promote the product being
sold.
The image is placed in the middle of the advertisement. By placing the image in the middle ,
although it may have seemed as something bizarre for viewers not knowing the origins of
the portrait, this helps to capture the viewers attention better. The colour of the
advertisement being very dark and bright towards the picture of the burger and the Goddess
manages to attract the readers view to concentrate on the central message being delivered.
The black or dark colour generally signifies a colour associated with enigma and power
which further adds the significance of the interconnection of the phrase sagrada and the
meat sandwich.
All in all, the main aim of the advertisement is to break through the clutter, to be different and
bold. The combination of the elements in the advertisement makes you to pay attention to it.
However, the company should have contemplated regarding the use or consumption of meat
in a religious context is generally proscribed in Hinduism.
As an international company originating from the United States, one of the most culturally
and religiously diverse country, we would hope the corporate leadership of Burger King
would apologise and take serious consideration to remove the posters immediately. Thank
you.
Sincerely,
Ms. Divya Dutta.
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