{"id":19249,"date":"2010-01-26T10:26:41","date_gmt":"2010-01-26T15:26:41","guid":{"rendered":"http:\/\/thesocietypages.org\/socimages\/?p=19249"},"modified":"2017-09-16T19:19:58","modified_gmt":"2017-09-17T00:19:58","slug":"the-gendered-social-construction-of-chocolate","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/socimages\/2010\/01\/26\/the-gendered-social-construction-of-chocolate\/","title":{"rendered":"The Gendered Social Construction of Chocolate"},"content":{"rendered":"

Parker F. sent us a fun vintage ad that reminds us that chocolate wasn’t always seen as a woman’s indulgence.\u00a0 The ad below, for Fry’s Chocolate Cream (found at the BBC<\/a>) features a man delightfully, and conspiriatorally, popping a chocolate, with the copy “Go on– spoil yourself!”\u00a0\u00a0 The message (indulgence) is so familiar, but the subject (a man) less so.<\/p>\n

\"\"<\/p>\n

I think, if the ad ran today, it’d likely\u00a0feature a woman and, instead of reading “5 big pieces… for only 4\u00a2,” it’d\u00a0read “5 big pieces… for only 40 calories.”<\/p>\n

Today, it seems that efforts to sell chocolate to men involve hypermasculinization, as in the recent Snickers advertisements featuring Mr. T.<\/a>,\u00a0the linking of Easter candy with professional wrestling<\/a>, and Yorkie’s “Not For Girls” candy bars<\/a>.<\/p>\nLisa Wade, PhD<\/a> is an Associate Professor at Tulane University. She is the author of <\/em>American Hookup<\/a>, a book about college sexual culture; a textbook about gender<\/a>; and a forthcoming introductory text: <\/em>Terrible Magnificent Sociology<\/a>.\u00a0You can follow her on Twitter<\/a> and Instagram<\/a>.<\/em><\/span>","protected":false},"excerpt":{"rendered":"

Parker F. sent us a fun vintage ad that reminds us that chocolate wasn’t always seen as a woman’s indulgence.\u00a0 The ad below, for Fry’s Chocolate Cream (found at the BBC) features a man delightfully, and conspiriatorally, popping a chocolate, with the copy “Go on– spoil yourself!”\u00a0\u00a0 The message (indulgence) is so familiar, but the […]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[2124,55,23705],"class_list":["post-19249","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-foodagriculture","tag-gender","tag-vintage-stuff"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/19249","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/users\/51"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/comments?post=19249"}],"version-history":[{"count":11,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/19249\/revisions"}],"predecessor-version":[{"id":71193,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/19249\/revisions\/71193"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/media?parent=19249"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/categories?post=19249"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/tags?post=19249"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}