According to the Merriam-Webster dictionary advertising is a form of business marketing used to promote a product. The purpose of advertising is to convince prospective customers that their services are superior to the competition. The issue with modern day advertising is that large corporations will do whatever it takes to turn a profit even at the expense of delivering honest messages about their products. According to Carat – a global media agency – the world spent an estimate of $592 billion dollars on advertising in 2015. What is concerning about the advertising industry is not this rapid growth but the increasing occurrence of manipulative exploitation of race, gender and class in order to turn a profit. Advertisements have become less focused on the products they are trying to sell and more about the consumers they are trying to attract even regardless of the messages the ads may convey. This essay will analyze an existing advertisement from the Godiva chocolate company and propose a counter to their current advertisement.
Godiva, “You can see it in her eyes”
The Godiva chocolate advertisement displayed above is a perfect depiction of the issues in modern day advertising. Godiva is a chocolate company trying to sell chocolate, however, at first glance it is almost impossible to see that. The focus of the advertisement is on a young, white women gazing into the ad in a very sexual manner with nice clothes and makeup on. The only semblance of chocolate is one small piece placed above her breasts. It is as if the chocolate is a decoration rather than a food. Furthermore, the company name Godiva is written at the bottom of the page, but the ‘GO’ is faded out so that you focus on the ‘DIVA’. Lastly, the slogan of the advertisement is “you can see it in her eyes”, which again places less emphasis on the chocolate product itself and more on the sexuality of the image. As Professor Martin says it is “discrimination and stereotyping on the basis of sex.” (Martin)This sexualization in chocolate advertisements is not a new phenomenon. In the book entitled Chocolate, Women and Empire: A Social and Cultural History, author Emma Robertson states that “chocolate marketing followed the cultural trends of the Second World War, in objectifying women as sexual objects to maintain male morale.” (Robertson, 31) Robertson goes on to say that, “the chocolate thus gains in value through association both with a dynamic adventure/romance narrative and with an imagined ideal of feminine beauty.” (Robertson, 32) This infatuation of sexualized advertisements in the chocolate industry is degrading to women but also takes away from the product and everything that goes into producing chocolate.
On that note, this advertisement romanticizes chocolate as a whole. The people who are cultivating cacao beans are making next to nothing and starving but we do not see them on the cover of the advertisement. We see chocolate as a luxurious good, suited for wealthy people in high classes of society. This marketing strategy much like the sexualization of chocolate is also not new. As Robertson mentions in her book, “Cadbury drew explicitly on upper-class stereotypes to distinguish their ‘cup’ brand of cocoa in the early 1930’s. Adverts featured well-dressed, educated and well-travelled consumers pouring themselves a delicate cup of cocoa from an ornamental jug.” (Robertson, 18) Appealing to separate social classes separated Cadbury much like it separates Godiva from its competition but it also appeals to a select portion of the population.
Godiva, “It speaks for itself”
The Godiva advertisement that we created ‘lets the chocolate speak for itself’. A question that professor Martin brought up in class when analyzing advertisements is “who is included in the advertisement and why?” (Martin) Our idea was to remove everyone from the picture entirely so that the focus is purely on the chocolate and nothing else. In a time when ads are intricate and hard to follow, this advertisement is straight to the point and brings your attention directly to the product. The advertisement is merely a piece of chocolate in front of a blank white background. There is no deception or psychological manipulation, it is strictly the product. The other reason we chose this advertisement is that we believe it appeals to a wide array of people. One theme that is apparent in advertisements today is that they focus in on a select audience to sell to. Whether it be high class people, or white people or men it limits who the product appeals to. This advertisement is for everyone, there is no discrimination and no class, race or gender we exclude.
In an ideal world the advertisement for a product would include an unbiased, comprehensive analysis of the product. It would include who produces it, how it is produced and any relevant information a consumer would be interested in. The fact of the matter is that customers may not be looking for that much information at first glance but rather than deceive them through psychological manipulation we believe it is better to keep it simple and ‘let the chocolate speak for itself’.
- Robertson, Emma. Chocolate, Women and Empire: A Social and Cultural History. Manchester: Manchester University Press, 2009.
- Martin, Carla. (2016). Race, Ethnicity, Gender and Class in Chocolate Advertisements. (Powerpoint Slides). Retrieved from https://drive.google.com/folderview?id=0B_kGt6Sj1X5bYUY0UWg0Y1h2TTA&usp=sharing