Here's what one of their marketing guys had to say about it:
“The Big Bell Box will satisfy even the biggest hunger at a great value for your money,” said David Ovens, Chief Marketing Officer, Taco Bell Corp. “By combining some of Taco Bell’s favorite items and packaging them together in a convenient and portable box, we provide even better value for the hungry man.”
The hungry woman, it seems, is out of luck. What messages do this -- and the countless advertising campaigns just like it -- send? I'll list just a few:
a) The invisibility message: Women do not matter and are not worth our advertising time and money.
b) The biological determinism message: Men just naturally have larger appetites than women, so it's only natural that this big meal would be marketed to men.
c) The homophobic/misogynistic message: Real men can pack away large amounts of crappy fast food! And you want to be a real man, don't you? (Not one who's girly.)
d) The beauty standard/body hatred message: Well, we can't very well market this giant meal to women, can we? It might add excess poundage to
e) The male privilege message: Go ahead, men. Satisfy your hunger. Indulge without fear of judgment. And don't bother thinking about how only you, and not women, are afforded this luxury.
And all that from just a 15 second ad. Fuck you, Taco Bell.