Advertisers have mystified chocolate, portraying it as an intoxicant possessing the power to comfort, reward and satisfy women’s sexual desires. In doing so, these ads instruct the viewer to frame and interpret their own chocolate cravings in ways that overcome any resistance to consuming it.

To begin, consider this commercial for Dove:

Consider, also, this ad for Ferrero Rocher:

In particular, advertisers portray chocolate as satisfying female sexual desires. Such advertisements lead female viewers to understand their own desire for chocolate as a natural expression of their sexy femininity.  The association of chocolate with luxury and the upper classes renders this sexuality socially acceptable. The symbolic sex is not that of the “crude lower class,” but the refined upper-class.

Text:

NOW IT CAN last longer THAN YOU CAN resist.

UNWRAP.  INDULGE.  REPEAT.

The misconception that chocolate is an aphrodisiac is exploited by these advertisements. The idea that chocolate contains chemicals that are similar to the mild-altering components found in ecstasy and marijuana, and evoke a feeling similar to falling in love, is now widespread.  In actuality, studies have found that the amounts of these mood-enhancing chemicals are at such a low level that it is unlikely they lead to the euphoria that some feel when they consume chocolate. The findings of what could be called “chocolate propaganda research,” then, are negligible.  Yet, marketing continues to perpetuate chocolate’s association with love and sex and its implied special relevance to women.

The association is so ubiquitous that it was mocked in an Axe commercial.  Screenshot:

So why the insistence on indulgence?

Chocolate marketing must overcome the chief factor inhibiting women’s consumption: the fact that consumption of a fat, sweet food is inherently taboo for women, who are supposed to watch their weight.  As a result, advertisers have replaced this food taboo with a sexual one. They have turned chocolate into a sexual, self-indulgent, private experience that invokes a taboo similar to that of masturbation. The intent is to equip her with an automatic inner-response to overcome her moment of self-restraint: the belief that chocolate consumption represents and enhances her femininity via satisfying her sexually, but tastefully, of course.  Advertisers, then, overcome viewer resistance by shaping how they interpret and frame their own desires.

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Jamal Fahim graduated from Occidental College in 2010 with a major in Sociology and a minor in Film and Media Studies. He was a member and captain of the Occidental Men’s Tennis team. After he graduated, Jamal moved from San Francisco to Los Angeles with the intention of working in the film industry as a producer. His interests include film, music, digital design, anime, Japanese culture, improvising, acting, and of course, chocolate!

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When companies advertise their products in largely segregated markets, they can tell different, even opposing stories to different groups of people with confidence that the messages will reach their intended audience, and not the unintended one. In an earlier post, for example, we showed how Basil Hayden Bourbon, Miller Lite, and Crown Royal were advertised differently in separated markets.

I was reminded of this phenomenon when DPK, as well as Sean M. of Santa Fe College, submitted this ad for Coca Cola in China.   The ad ran during the 2008 Olympics.  In fact, the Coca Cola company has partnered with the Olympics for over 80 years, so the fact that they advertised there isn’t surprising; they spent $75 million dollars advertising in China that year.

The slogan, “Red Around the World,” clearly references the color of Coca Cola marketing, but it is also the color China uses to represent itself, as well as the color associated with communism.  Meanwhile, the visual of the ad invokes communist propaganda.  Coca Cola appears to be solidly on China’s side in this ad, even leading the charge towards a Chinese communist take-over of the world (if I may be a bit dramatic).

This is in stark contrast to the long-standing effort by Coca Cola to market itself as a distinctly American drink.

I am supposing here that the ability to target their marketing to the Chinese (even during the Olympics?) offered Coca Cola some protection from a backlash against the company from both the left and the right (based on the argument that Coca Cola is pro-China/pro-communism/anti-human rights).

AWARD NOMINATION CALL FOR ANECDOTES:

We mentioned earlier this month that sociologists Michael Kimmel and Abby Kinchy are nominating us for the American Sociological Association’s Distinguished Contributions to Teaching Award.  The award is given to sociologists who have made “a significant impact on the manner in which sociology is taught at a regional, state, national, or international level.”   Kimmel and Kinchy are seeking short anecdotes or testimonials from sociologists who have found Sociological Images to be useful in the classroom.  We are so pleased at the response so far, and want to make one final, humble solicitation for such anecdotes.  They can be emailed to Abby Kinchy (kincha@rpi.edu) or added right here in the comments.

Thank you all again for making our blog so very rewarding for us both.

LOTS OF FUN NEWS:

The next essay in our ongoing feature in Contexts magazine, Skull Face and the Self-Fulfilling Stereotype, has been published (based on a previous post). If you’d like a copy of the essay, feel free to email us (socimages@contexts.org) and we’ll send it along.  See the list of all of our Contexts essays here.

We are indebted to David Mayeda for writing a review of Sociological Images for Teaching Sociology.  Thank you, Dr. Mayeda, for all your kind words!

We are super excited to report that the Ms. magazine blog has begun partially syndicating our work.  If you’re a reader of their blog, you may have seen us pop up there already.

And we were tickled to hear our post on the worldwide penetration of Facebook used as a source in a Scientific American podcast (we’re in the Totally Bogus quiz at about 21:45).

Finally, this is your monthly reminder that we’re on Twitter and Facebook.  Let us invade your everyday life and be your friend!

Cross-posted at Jezebel.

A new report from the Centers for Disease Control (via Family Inequality) reveals that boys report less sex education than girls.

What teenagers report learning from school:

What teenagers report learning from their parents:

Compared to boys, then, girls report more guidance from school and significantly more from their parents. This probably reflects cultural ideas that boys naturally desire sex, have a positive sense of their own sexuality, and that nothing really bad can happen to them; in contrast, the risk that sex poses to girls’ reputations and the possibility of sexual violence and pregnancy often shape how educators and parents manage their emerging sexualities.

Or it might be an artifact of self-reporting.  Thoughts?

See also our popular post on STI, pregnancy, and abortion rates in the U.S. versus select European countries (hint: the U.S. doesn’t come out smelling like roses).

Jose Marichal at Thick Culture put up another great example of what he calls “engaged public space,” or the quiet but political use of public spaces to inform and incite.  Writes Marichal:

This tally of military suicides is outside the studio of Brooklyn artist Sebastian Errasuriz. Its power comes from its simplicity.

See also our post on political (versus historical) roadside markers.

After Gwen posted her fascinating discussion of the way that people who are reliant on public transportation are inconvenienced or isolated (based on photos sent in by Lynne Shapiro), David F. sent a link to an article in The Columbus Dispatch about the public transportation in downtown Columbus.   Downtown developers, it reports, oppose a plan by the Central Ohio Transit Authority (COTA) to build a transfer station.  The reporter writes:

Downtown developers have complained that COTA passengers waiting for transfers near Broad and High streets, and buses lining the curbs make the area less attractive for retail stores and their customers.

Translation: no one wants to see buses and the people who ride them.

Because, you see, when the buses stop there, those kind of people are there waiting for the bus:

(Image at Google)

One of these developers, Cleve Ricksecker, explains:

Transit-dependent riders who are going through Downtown, for whatever reason, don’t shop… Large numbers of people waiting for a transfer can be intimidating for someone walking down the sidewalk.

Translation: People who buy things want to be protected from knowing about and interacting with people who are too poor to buy things.

Much better to make life more difficult for people who ride the bus.

Cross-posted at Ms. and Jezebel.

Bug lovers will recall that the female praying mantis cannibalizes the head of her sexual partner upon mating. Wrote Leland Ossian Howard in Science (1886):

Placing them in the same jar, the male, in alarm, endeavoured to escape. In a few minutes the female succeeded in grasping him. She first bit off his front tarsus, and consumed the tibia and femur.  Next she gnawed out his left eye… it seems to be only by accident that a male ever escapes alive from the embraces of his partner.

The idea that the female mantis is a femme fatale has resonated in U.S. culture, a culture that loves to recount how human women kill the spirits of their male mates; a culture that, as Twisty Faster puts it, “…will unfairly characterize females as villains whenever possible.”

Well, it turns out that our perfect icon of the man-killer was partly an artifact of bad research design.  Faster, who blogs at I Blame the Patriarchy, reports that the study that established that female mantises decapitate their mates used starving females.  A new study has documented an entirely different mating ritual:

Out of thirty matings, we didn’t record one instance of cannibalism, and instead we saw an elaborate courtship display, with both sexes performing a ritual dance, stroking each other with their antennae before finally mating. It really was a lovely display.

Well, except:

There is one species…. the Mantis religiosa, in which it is necessary that the head be removed for the mating to take effect properly.  [In general, though, s]exual cannibalism occurs most often if the female is hungry. But eating the head does causes the body to ejaculate faster.

One species, okay, but there are over 2,000 species of praying mantis.  (You learn something every day.)  In any case, everyone loves a good bad-woman story and I suppose that one was just too good to pass up.

I have to admit, though, they are still bad motherf—ers.  This mantis boxed my cat into a corner:

Also in projecting human relations onto animals: winners and losers of flatworm sex.

These vintage Lucky Strike cigarette ads posted at the Stanford  School of Medicine collection tell both women and men that they can lose weight if they reach for a smoke instead of a sweet

I’ve never seen any contemporary cigarette advertising using this idea to sell to men; but we have and do see the “slims” meme in advertising cigarettes to women.