Just last weekend, I was sitting in my bed at home, alone, merely indulging in Lindt Lindor Truffles. I meditated over its savory and delicious flavors, wondering how anyone could possibly want to do anything else on a Saturday night. Of course, I ate it in slow motion and closed my eyes the entire time – I didn’t want to ruin the ambiance.
Alright, sounds strange? You bet, although this would probably not be considered abnormal if I was a woman in a chocolate commercial. Sarah Haskins from infoMania points out how ridiculous the marketing industry can be in its attempts to reach out to women:
In this video segment, Sarah satirically comments on chocolate commercials designed to target women. Chocolate is typically romanticized and even sexualized in these advertisements. It is portrayed as a substitute lover, who will never cheat or leave. The woman is always in control of this chocolate; in return, it provides her with happiness, pleasure, and emotional gratification. You will never be alone, because you are with the greatest partner of all: chocolate!
Not only is this chocolate-as-lover perspective bizarre, but it also caters to the fact that many people have indulged in comfort eating at some point or another. Going through a bad breakup? Cuddle up with a pint of Ben and Jerry’s! Found out your lover cheated on you? Get a new one: chocolate. Commercials channel this feeling toward women by promoting the “chocolate=happiness” message, yet in feelings of sadness, heartbreak, stress, and worry, chocolate cannot provide a woman with emotional support. It will not provide relief, comfort, or absolute happiness. Eating is not an adequate way to deal with actual problems. Well played, sneaky ad campaigns, but you can’t fool us -- chocolate is merely another food that all types of people can enjoy for its taste, not for how it supposedly makes you feel.
Alright, sounds strange? You bet, although this would probably not be considered abnormal if I was a woman in a chocolate commercial. Sarah Haskins from infoMania points out how ridiculous the marketing industry can be in its attempts to reach out to women:
In this video segment, Sarah satirically comments on chocolate commercials designed to target women. Chocolate is typically romanticized and even sexualized in these advertisements. It is portrayed as a substitute lover, who will never cheat or leave. The woman is always in control of this chocolate; in return, it provides her with happiness, pleasure, and emotional gratification. You will never be alone, because you are with the greatest partner of all: chocolate!
Not only is this chocolate-as-lover perspective bizarre, but it also caters to the fact that many people have indulged in comfort eating at some point or another. Going through a bad breakup? Cuddle up with a pint of Ben and Jerry’s! Found out your lover cheated on you? Get a new one: chocolate. Commercials channel this feeling toward women by promoting the “chocolate=happiness” message, yet in feelings of sadness, heartbreak, stress, and worry, chocolate cannot provide a woman with emotional support. It will not provide relief, comfort, or absolute happiness. Eating is not an adequate way to deal with actual problems. Well played, sneaky ad campaigns, but you can’t fool us -- chocolate is merely another food that all types of people can enjoy for its taste, not for how it supposedly makes you feel.
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