How Women Are Portrayed in Chocolate Advertising

 

 

Early Advertisements

Chocolate companies used women to sell their products from the beginning. Through the years women in advertising became more and more sexualized. Chocolate advertising does not stick to satisfy hunger appetites, but it “arouses appetites of a social nature by promising to satisfy viewers’ deep-seated desires for sexual fulfillment and higher class status” (Fahim, 2). In other words, the advertisements are trying to sell it by saying that by eating the chocolate, one should feel that they have been sexual fulfilled and be in a higher class status. The beginning advertisements of chocolate showed women, but not in a very sexualized manner. The two women shown above are average looking women dressed in day-to-day clothing. The advertisement is says “for her…”, but it is not objectifying the women sexually. As AdWomen sums it up, “Women love chocolate, chocolate loves advertising and advertising loves women. It is a chain like all chains of love”.  Consumers “love feelings and chocolate brings sensations”, it is because of this that chocolate companies focus on women to show those loving feelings and the sensations that accompany eating chocolate (AdWomen). Chocolate advertisements use women to show that eating their chocolate can fulfill sexual desires and show the high class value that comes along with their specific brands of chocolate.

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Advertising Today

In today’s advertising, women are very sexualized when it comes to chocolate especially. The women in this advertisement is dressed in very nice bedroom clothing and has a piece of chocolate placed just above her bust. She is most likely lying on a bed in a bedroom and is posing very seductively. On the advertisement is says, “You can see it in her eyes the joie de Godiva”. She is staring at the viewer by making direct eye contact. The customer can feel beautiful and sexy by eating Godiva chocolate. It plays on the emotions of fulfillment and feeling higher up by eating Godiva chocolate. This is just one image of a set of the “Go Diva” campaign that Godiva launched. All of the ads feature women in very sexualized manners showing their love for Godiva chocolate. Godiva “promotes a more sophisticated chocolate and use powerful imagery to convince consumers that they may attain an unparalleled experience of high-class luxury” (Fahin, 3). Godiva is trying to prove that it is the essence of luxury and power with these sexualized advertisements featuring women. This representation of women in chocolate advertising is the normal standard because chocolate companies must sell the sexualized women for their brands.

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My Advertising With Men

In the advertisement I made, it shows a man with chocolate all around his mouth and says, “You can see ti all on his face Godiva”. This man is eating his chocolate and making a mess out of it. He is wearing a plain t-shirt and a neutral background is behind him. This is not the typical ad you would see for chocolate. It is different in the largest extent because he is a male, but there is nothing sexualized about him in the ad. He is your average guy enjoying eating chocolate. This goes against what “sells” in advertising. The story behind this advertisement is that all guys can enjoy their chocolate as messy as they like it. They do not have to look like a model and scream high-class luxury. There are advertisements portraying men in chocolate, but they are usually shirtless and look like perfect models. This representation of a man enjoying chocolate is very far from the standard for chocolate companies. Though, many people could see this ad and want to enjoy chocolate as much as this guy is, companies do not see this as the ideal for selling their chocolate brands.

Sources

Fahim, Jamal. “Beyond Cravings: Gender and Class Desires in Chocolate Marketing.” Occidental College, 2010. Web.
MailOnline, Lucy Waterlow for. “Who Were the Aero Women? Chocolate Brand Searches for Mysterious Stars of Vintage Adverts.” Mail Online. Associated Newspapers, 11 Oct. 2013. Web.
“Marketing and Advertising Chocolate Group.” » Godiva Appeals to Women with “Diva” Campaign. N.p., 3 Mar. 2014. Web.
“Reloader.” How To Tell What a Man Will Be Like in Bed by the Way He Eats ~. N.p., n.d. Web.
“Women, Chocolate and Advertising | AdWomen.” AdWomen. N.p., n.d. Web.

 

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