Combating the Fetization of Chocolate

Dove Chocolate, a product made by the Mars company, released the following commercial as part of their recent advertising campaign in the United States.

As you can see, the video very obviously sexualizes Dove chocolate, and presents it as a sort fetish for the woman in the commercial. Her flowing, silky brown nightwear, resembling a form of lingerie, helps to portray the sexiness that chocolate represents in this advertisement.

The commercial includes multiple shots of a woman closing her eyes and smiling as she consumes delicious-looking Dove chocolate. Close ups of her lips, mouth, the soft skin on her shoulders, and specifically the visual of the chocolate slowly being put into her mouth, all aim to further sexualize the woman and the chocolate in the commercial. When she consumes the chocolate she looks incredibly happy, although a more accurate or appropriate way to describe her expression would be: pleased.

Throughout the commercial, sensual music plays in the background and a provocative female whisper describes how the chocolate makes women “savor,” “sigh,” and “melt” – all things that can very obviously used to describe sexual pleasure. The commercial ends with a silky blanket uncovering the chocolate, much like someone would uncover his or herself in bed.

Ultimately, the commercial’s message is that chocolate for this woman is the same thing that silky lingerie is for men – a tantalizing fetish. Incredibly, the Mars company is so convinced that women feel this way about chocolate that they explicitly conveyed this message as a way to attract women to their product.

This commercial comes into production after a longstanding history of women being targeted by chocolate companies in an effort to sell their product. Chocolate companies have long umbrellaed females into a group that perceives chocolate as a fetish or guilty pleasure. By making a commercial like this, they only perpetuate such inaccurate stereotypes.

To combat the stereotypical portrayal of women being enthralled or seduced by chocolate, I created the following ad:

Bathroom 2.jpg

The advertisement is simply three bathrooms, one male, one female, and one multi-gender. The slogan reads:

“Just like everyone poops, everyone loves chocolate. Be more like these bathrooms and just include everyone.”

The first line of the slogan “Just like everyone poops…” pays homage to a popular children’s book entitled “Everyone Poops.” It is primarily incorporated in the ad to catch the viewers attention and provide a sense of humor, as memorable one liners and humor are both psychologically proven to resonate more with the human brain. This line also does a very good job of making the ad incredibly un-sexy, which is perfect in light of the Dove commercial it was created to contrast.

The main message of the ad is very clearly to acknowledge that chocolate companies need to stop targeting specific groups with advertisements that promulgate negative stereotypes, and to include every group in their advertisement campaigns, and to do it fairly.

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