As she goes through the process of removing the product’s packaging, she bites her lip multiple times, conveying an inability to control herself and a strong desire for the chocolate product. In the commercial, a woman is unwrapping the object of the advertisement: a York Peppermint Patty that she holds in her hands. “Who Consumes the Most Chocolate?” The CNN Freedom Project Ending ModernDay Slavery RSS. Our GIF works to break two stereotypes, the first that women and chocolate are only connected through sex and the second that all aviators are men.īaglole, Joel. Today, there is even special military grade chocolate used to augment energy and moral of soldiers (Baglole). 20 th century female aviators used to consume chocolate regularly for energy and were often able to break flight records because of said energy. Our ad represents 20 th century women breaking stereotypes of chocolate. One of many stereotypes about women and chocolate is they eat for sexual pleasure. The advertisement my group and I constructed, posted above, attempts to counter stereotypes of women and chocolate. The fact that the chocolate company thought this technique would work, and the fact that maybe it does, somewhat weakens the perception of women to that of chocolate craving beings. This ad clearly aimed towards women attempts to endear the consumer to this particular chocolate solely based off their fictitious chefs being incredibly attractive, albeit the chocolate does look tremendously delicious as by the end they finally do show the stages in which the chocolate is crafted. In a minute long ad an apron isn’t shown until 26 seconds and chocolate not until 32 seconds, and for some not obvious reason all the bakers are naked underneath their aprons. As the ad progresses it is revealed all of these men are chocolate candy chefs, which creates the image nothing is sexier to a woman than a man who is good with chocolate. The commercial starts out with a series of men shot individually in locations in a city, the one thing these men share in common is their good looks and the appeal to every women they encounter. These advertisements may be effective advertisements, and the sensation of eating chocolate is truly sensational, but these ads also depict women as weakened by chocolate, as if they are desperate for the pleasure.Īnother chocolate ad fusing the sexual desire of women and the pleasure of chocolate is the commercial for a French chocolate company pasted above. To further the sexuality, the slogan at the end of the advertisement is “get the sensation”. She then sniffs the chocolate and proceeds to represent sexual stimulation by biting her bottom lip, a look of satisfaction on her face with her eyes closed, goose bumps on her cleavage line and throwing her head back in a look of ecstasy. The actor then opens the candy by ripping its wrapping vertically, instead of opening the package by pinching the front and back and pulling open the top I think this style of opening the candy is deliberate to replicate opening a condom wrapper. As the ad begins the actor looks down excitedly at the candy in her hand, then shyly looks away before opening the candy with the facial expression she is about to do something risqué. The ad tries to parallel the sensation from the first bite into a York peppermint patty with the pleasure from a sexual orgasm. For our advertisement, we created a GIF that uses history to counter this modern day stereotype of chocolate as an aphrodisiac our ad discusses 20 th century female aviators who used chocolate for energy during long trips, not for sexual stimulation.Ī sexual chocolate advertisement is the one above for York peppermint patties. Marketing firms often centralize a woman’s enjoyment of chocolate around sexual pleasure. (cnn) Yet, if an alien were to visit the earth through media and marketing they would probably assume chocolate was only created for women. A UK study from 2012 reported that 87% of men and 91% of women admit to eating chocolate. Even though males and females of all ages eat chocolate, the chocolate industry predominantly uses ads that feature women or target women by showing attractive men. For years media advertisements have associated women and chocolate.
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