The Over Sexualization of Chocolate Marketing

Sex sells. It is a phrase, a method, and/or  a motto that is used to advertise certain products. From cars, to Carl Jr.’s burgers, to chocolate, there is always a sex appeal to advertisements for their products. I can remember when I was little girl that I would usually see these advertisements between commercials of my favorite TV shows and/or in magazines. Since I was young, I was also naïve and not really aware of what was going on. I would mostly look at the chocolate rather than the actress in the advertisement. While watching Univision, a channel that’s in Spanish, with my mother advertising it but then my mom would say sometimes like “okay, that’s ridiculous”. The next time I would see the commercial,I would try to pay more attention the actress in the commercial.

20-things-which-make-women-so-women-15.jpg
Figure 1.

 

In Figure 1, you see a woman relaxing on a white couch, planning to eat an entire box of chocolates alone and she looks like she’s taking immense pleasure of eating chocolate. In my opinion this picture looks silly. First of all, I would never eat chocolate on the couch that way. That just seems like you’re asking a chocolate accident to happen. But this picture does have context and is relatable from its original source. This picture came from an article by Mirror UK, stating the 10 reasons why chocolate is good for you.
They state, “ One theory why we love chocolate so much is that a brain-active chemical called phenylethylamine in cocoa allegedly stimulates the same reaction that we experience when we’re falling in love”.

The model in the photo does seem to be in love with her chocolate. Maybe that’s what the marketing team was going for when they were trying to find a picture to match this article.

chocolate-ad.jpg
Figure 2.

 

In Figure 2, This is an ad for Godiva chocolate that was found in a magazine. This displays a beautiful woman laying down somewhere in a not so casual pose but emphasizing the piece of chocolate that is among her chest. Why is she not eating it? Godiva Chocolate is really good it shouldn’t just be on your chest is someone else going to eat it? Is that what they’re trying to sell? That there can be a lucky person looking at the magazine can find a beautiful woman with a piece of chocolate on her chest that they can eat from?

Rita_small_V_10jan11_639.jpg
Figure 3.

Figure 3 is a very different kind of advertisement compared to the others. A lot of what these advertisements show the slogan that sex sells. We are seeing  woman experiencing some sexual euphoria when she eats or is around chocolate. We don’t learn exactly where this chocolate came from, where it came to be,  and where was the Cacao from. There should be more marketing telling us more about the process of chocolate and its history. Figure 3 is an advertisement for Divine Chocolate. They have a more campaign ads similar to the one I selected  that represent more about chocolate where it came from and who’s producing it.

 

IMG_0101.JPG
Figure 4.

In figure 4, I chose to recreate an ad  to something simple, an image of what eating chocolate is really like without the ludicrous sex appeal. Chocolate can be a dessert or a snack that can be either consumed alone or with friends but I am not completely consumed by the thought of eating chocolate. I don’t eat chocolate alone and relish in immense pleasure from it. I eat while I’m doing my homework or writing papers or blog posts. Chocolate can take form in memories.  Some of my memories of eating chocolate is sharing it up the movie theaters with friends, or growing up with my mom making Abuelita hot chocolate from Nestle.New memories of chocolate include taking this chocolate class.

Figure 1. – http://www.mirror.co.uk/lifestyle/health/10-reasons-why-chocolate-is-good-for-you-1369798

Figure 2. – http://www.coloribus.com/adsarchive/prints/godiva-dark-chocolate-6481905/

Figure 3. – http://www.vogue.co.uk/blogs/livia-firth/2011/01/18/livia-firth-divine-chocolate-competition

Figure 4. – Provided by me.

 

 

Advertisements

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s