The door swings open, your brother has just entered the room on Christmas Eve, after being away all year. You become filled with excitement and happiness that you spring towards him, arms wide, and embrace. Moments later you’re in the kitchen catching up eating a beloved piece of chocolate. Nothing drags you in more than a touching story of a family celebrating a holiday or a loved one coming home then chocolate. As most industries use, they appeal to our emotions. They try to make us happy, sad, and inspired. We begin to feel the need to have this chocolate in our lives so that we too can find happiness through a surprise centered around decadent chocolate. For years, the chocolate industry has been playing with our emotions to sell their products. As humans, we revolve around our emotions and it impacts how we feel about certain foods, music, etc. We have been allowing sentimental videos and pictures to distract from what the actual product is and simply discern from their uses of class and virtuous consumer ship.
The pitter patter of little feet against the hardwood floor come racing down the hallway. They stop to realize that you’re still working, so instinctively, they run some errands only to return with a perfect cardboard cutout of yourself and Hershey’s chocolate for s’mores. Now this is a beautiful gesture of love and wanting to find a way to spend time with someone. A child has taken it upon herself to finally be able to grab her father’s attention and allow him to still work as they play. It’s genius! Of course and heartwarming. One can tell that they’re from an upper working class family that approximately fifty percent of our population is in according to Pew Research Center.They’re appealing to many people’s “daddy issues” whether that be from them working too much or not being around as often. Chocolate only seems to be sold to middle class families as seen in many of their commercials. However, chocolate is for the masses and not highlighting other classes is wrong. The men and women who do most of the work are indigenous people of Africa and South America. Their sweat and labor go into making every one of our beloved pieces of chocolate yet they are barely mentioned in advertisements. Is it because no one really wants to know or see how their chocolate is being made? Seeing where our food comes from and the many origins it’s been long associated with are what makes food splendid. Recognizing other people’s cultures and allowing that to integrate with your own is beautiful and adds meaning to the traditions that you may take part in as well.
Love, heartbreak, joy, and sorrow all are the biggest contributing factors of our emotions. In marketing we know that the product needs to be able to connect with its consumers to let us feel like its more than a piece of chocolate. We buy things knowing that it could possibly cheer us up and sweeten up whatever we might be feeling. These impulsive purchases are what the chocolate industry thrives on. Hershey purposely markets this and thats why its products are usually at check out counters making up approximately 17.7 billion dollars in the U.S alone according to the Washington Post in 2015. Even in the commercial above, the little girl goes out impulsively to buy chocolate so that she and her father can share in a past time that they enjoy together, to brighten up one anothers day. The industries grasp in virtuous consumer ship is expansive and their subtle hints are what we don’t realize until you’re buying nearly every chocolate off the shelf with the Easter discount of 50% off.
Chocolate can be something that brings people together but why not have it be the result of a wonderful day out doing family things without any distractions. Above you see the images of families doing past times that allow them to be active and have fun, creating memories together. Their chocolate intake will still come however, it’s not the only thing thats bringing them with one another. This advertisement also plays to the emotions of joy but brings the idea alive that there are other active things to do together before chowing down on a chocolate bar. It showcases different families enjoying different things that they may preference over other activities. They can be from any class and still enjoy time together. There isn’t any impulsive decisions being made, just simply celebrating a long days excitement with some much needed sweetness. However, it is true that it can be hard to find time during a busy week to enjoy one’s company but there are other indoor activities that can be done like simply taking a break for an hour. Family is a major player when it comes to advertising chocolate which both advertisements take advantage of. There’s nothing more people want to watch than other happy people because it helps them find the light the day exudes.
The American Middle Class Is Losing Ground.” Pew Research Centers Social Demographic Trends Project RSS. N.p., 09 Dec. 2015. Web. 08 Apr. 2016.
Harwell, Drew. “Hershey’s Plan to Hook Americans onto Impulse-buying Chocolate Again.” Washington Post. The Washington Post, 29 Jan. 2015. Web. 08 Apr. 2016.
Hershey My Dad commercial. Youtube. Web. 08 Apr. 2016.