Symbolism, Advertising and Chocolate
By far, the most overused symbolism to sell chocolate is sex. Chocolate is sexy and women eating chocolate are even sexier. Beyond sex, chocolate is synonymous with fun, love, and even patriotism. Let us consider some of the most obvious advertising schemes. What they are really asking the consumer to buy?
An old but very common image is found in the Hershey Company's advertising for its chocolate bar. Post World War II Europe, devastated by the war and overwhelmed by tragedy found comfort in the generosity of the American GI. He carried chocolate bars and gave them to children as he walked through the war-torn streets. They flocked to him, reaching, innocent eyes shining, trusting in his kindness. Were they selling chocolate or the Marshall Plan? A sweet treat or an enticement to trust. Interestingly enough, today's Iraqi children have already discovered the generosity of the American soldier and his penchant for goodwill through chocolate.
Love is an emotion symbolized by chocolate. The traditional gift of love is a heart-shaped box overflowing with luscious, smooth and creamy treats. According to Andy Gilchrist, the different types of chocolate even have a different symbolic meaning: white for pure love and dedication, dark for adventurous love, milk for balanced and enduring love, and cream filled for new discovery and curiosity. What did you give your love for Valentine's Day? It may say more about you than you care to admit.
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