There’s this idea on the right that the libs or wokes hate blonde, busty, conventionally attractive white women. I believe it’s a conviction borne of projection: they hate us and all our beliefs and aesthetics, therefore we must do the same. We see this in the idolization of Sydney Sweeney that lasted all of minute until they realized she wasn’t one of them. We see this in the Fox News hostess/Republican Stepford Wife look. Of course it’s nonsense, I love busty blondes as much as the next lesbian, but there’s this conviction that waving a conventionally attractive blonde woman in our faces is owning us.
Of course it is a signifier. Desire is a product of culture. A blonde, youthful, white but tanned, light-eyed, skinny woman: you don’t need to be a sociologist to see the cultural forces, most obviously white supremacy, which would generate and reinforce that as the epitome of sexual attractiveness.
But with the original, as the OP notes, it was sincere and unexamined. It was calculated, yes, but calculated to sell burgers. Here is the all-American Beauty—Marilyn Monroe, Farrah Fawcett, Pamela Anderson—and a burger. You want the girl, because every piece of media you’ve seen since birth days that is what beauty is and that you should desire her, she’s eating a burger, and enjoying it, almost as much as she’d enjoy you, so now you want the burger! Maybe they briefly considered that it’d piss off feminists or conservatives but hey, that’d be free publicity, advertising for the advertising! Now it’s purely a product not to sell a product but to signify a place in the culture war. “Trump won, chud culture is ascendant, therefore we’re going back to our pre-woke ways! Not out of conviction or desire, but to signal out allegiance to the president and his base we’re on their team!”
The original was selling the American Dream: a hot, juicy burger, an ice cold Coke, getting lucky with the girl next door in a new American made car. This is selling a simulacra, the phantom of the American Dream not for its own sake, not to enjoy, but to show contempt for those you hate.
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