ABSTRACT
Gender differences in culture are usually visible around food. In fast food advertising we can see some of those differences played out as fantasies of consumption. How fast food advertising mediates the real experience of taking a meal, and what that says for symbolic constructions of the body is the subject of this essay. A McDonald’s commercial is a text rich in cultural information. I shall argue that McDonald’s positions itself as the new Mother in a social order determined by the conditions of contemporary American culture.
