We have all seen commercials on television that play heavily on stereotypes, especially those regarding gender and romance. According to the commercial advertisements of our generation, women are obsessed with chocolate, and thus chocolate can be the key to a successful heterosexual romance. Such stereotyped themes are the chocolate industry’s attempts at luring consumers to purchase their products by typecasting buyers as certain kinds of consumers in order to “position us in relation to that product as gendered, classed, and raced beings,” (Robertson 19). This is certainly the case in the Dove chocolate-covered cranberry commercial depicting a woman seductively leaving clues around a library, so that a man can ultimately discover her eating chocolate. The implication here is that consuming the Dove chocolate can allow women the opportunity to experience her fantasies of seducing a man. By remedying the gendered relationship, location, verbiage, and slogan used by Dove in the commercial, we created an image that serves as an effective advertisement for Dove chocolate without relying on stereotypes of heterosexual romance and sexual desires.
In the original advertisement by Dove, we see a woman romantically courting a man through a library. This heterosexual romance builds through a clue seeking scavenger hunt, where the ultimate treasure is the woman seductively eating Dove chocolate. Such images of heterosexual romance are typical in chocolate commercials, and are problematic because they both assume heterosexuality and highlight an unequal status between men and women. While in this specific advertisement, the woman is courting the man and not the other way around, we still are faced with the dilemma of a gendered image: “Consumed as part of courtship, or within the institution of marriage, chocolate could reinforce… unequal relations between men and women,” (Robertson 32-33). Our advertisement chooses to move away from the gendered stereotype of romance within a heterosexual couple by focusing on a father-son relationship between two males instead. Where the original commercial uses the hunting of clues as a courting device, our image depicts a father sending his son on a scavenger hunt. In this way, we place less social pressure on the chocolate as necessary for romance and characteristic of heterosexuality, and depict the product as something enjoyable among family.
Another significant element of the original advertisement is the location, as the setting is a library. Libraries are typically associated with the stereotype of an opportunity to pursue something in a mischievous or inappropriate environment. The unsuitable environment of a library is countered through coupling with chocolate, as chocolate is commonly depicted as a vehicle through which women can pursue their fantasies: “Chocolate… appears as a way of practicing safe sin,” (Moss and Badenoch 117). To move away from the association of chocolate with guilty pleasures, our image depicts the scavenger hunt as occurring in a park, where the son can search for the Dove chocolate behind leaves and trees. Using the park as the location supplants the theme of guilty pleasures with the trope of good, clean fun, which is a less controversial and more accessible message to portray in a commercial.
In addition, through the duration of the original Dove advertisement, the woman uses clues to lure in the man. These clues are the phrases “mystery”, “take the leap”, “free your mind”, “live your fantasies”, and “heating up”. All of these phrases both refer to trying Dove’s unique chocolate covered fruit product, while also hinting to an underlying tone of seduction and romance. Using such phrases and quotes to elicit a romantic response is characteristic of Dove chocolate, known for including seductive expressions on the insides of their individually packaged chocolate wrappers. To move away from the stereotypes of romance and attraction, the image that we created also has verbiage that serves as clues to help the son find the Dove chocolate: “stop and smell the roses”, “fun under the sun”, and “down to earth delicious”. All of these clues are hints to finding the chocolate, while also describing and depicting the chocolate-eating experience itself without relying on the images of seduction and romance.
Finally, at the end of the advertisement, the slogan “Choose a Pleasure Less Ordinary” appears on the screen. This tagline serves a dual purpose, as it applies to both the less ordinary character of chocolate with fruit inside and the less ordinary circumstance of romance kindling through a scavenger hunt in a library. We chose to incorporate the slogan “Make Every Day Extraordinary” to still serve the purpose of an advertisement by highlighting both the extraordinary nature of the chocolate and its ability to be used for everyday enjoyment, such as a scavenger hunt in the park. Dropping the word “pleasure” from the original slogan also alleviates the tone of sexuality from the advertisement and makes it more broadly relevant.
As we can see, images of chocolate consumption as associated with heterosexual romance and sexual desires are common in advertising, especially in this Dove chocolate-covered cranberry commercial. However, when we remove the gendered romance, the inappropriate environment, the seductive verbiage, and the sexual slogan, we are still left with an effective advertisement and much less of the controversy. With that said, the new advertisement, while avoiding tropes of gender, seduction, and romance, positions itself within stereotypes of class and family structure. The scavenger hunt between a white father-son pair implicitly situates chocolate within the space of families characterized by a present father, and a father with the luxury of time to spend in a park with his son implies a degree of financial stability. While creating one image to combat sexualized stereotypes in a chocolate advertisement does not eliminate the trend altogether, and still remains susceptible to other stereotypes, it does show we are capable of interacting with advertising that does not necessarily impose classifications of gender and sexuality upon its audience in order to sell a product.
Digital image. Thefunnylife. WordPress, n.d. Web. <https://thefunnylife.wordpress.com/>.
DOVE Fruit Scavenger Hunt. YouTube. DOVE Chocolate. Web. <https://www.youtube.com/watch?v=Svks7H3eB3Y>.
Moss, Sarah, and Alexander Badenoch. Chocolate: A Global History. London: Reaktion, 2009. Print.
Robertson, Emma. Chocolate, Women and Empire: A Social and Cultural History. Manchester: Manchester UP, 2009. Print.