Symbolism and Advertising in Chocolate Marketing
This paper examines the symbolic strategies used in chocolate advertising, arguing that brands sell emotions and cultural associations rather than the product itself. Drawing on examples from Hershey, Cadbury, and M&Ms, the paper identifies three dominant symbolic themes: patriotism (rooted in post-World War II imagery of American generosity), romantic love (embodied by heart-shaped Valentine's boxes and chocolate types coded by relationship meaning), and overt sexual suggestion (visible in Cadbury's provocative campaigns). The analysis suggests that what differentiates chocolate brands is not taste or quality but the particular brand of symbolism they deploy to trigger consumer desire.
- Introduction: Chocolate and the Power of Symbolism: Thesis: chocolate ads sell symbols, not product
- Patriotism and the American GI: Hershey's Wartime Image: Hershey uses post-WWII GI generosity imagery
- Love and Romance: Chocolate as Emotional Gift: Valentine's chocolate symbolizes relationship types
- Sex and Seduction: Cadbury and the Provocative Ad: Cadbury and M&Ms deploy overt sexual suggestion
- Conclusion: Symbolism Over Substance: Brand differentiation is purely symbolic, not product-based
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What makes this paper effective
- The paper uses vivid, concrete examples drawn from real advertising campaigns — Hershey's GI imagery, Cadbury's creme egg tagline, M&M characters — making its abstract argument immediately tangible.
- The author maintains a consistent analytical question throughout: "What is the advertiser really selling?" This rhetorical thread gives the short essay coherence and focus.
- The use of direct, conversational address ("What did you give your love for Valentine's Day?") effectively mirrors the persuasive techniques being analyzed, reinforcing the paper's argument through its own style.
Key academic technique demonstrated
The paper demonstrates textual and visual decoding — a technique borrowed from media and cultural studies — by reading advertising imagery against its surface message to expose underlying ideological appeals. Rather than accepting ads at face value, the author identifies the emotional or cultural framework (patriotism, romance, sexuality) that each campaign leverages to drive purchase behavior.
Structure breakdown
The paper opens with a thesis identifying the dominant symbols used in chocolate advertising, then devotes a focused paragraph to each symbolic theme in turn: wartime patriotism (Hershey), romantic love (Valentine's conventions and Andy Gilchrist's typology), and sexual suggestion (Cadbury and M&Ms). A brief conclusion synthesizes the argument by noting that brand differentiation in this market is fundamentally symbolic rather than product-based.
Introduction: Chocolate and the Power of Symbolism
By far, the most overused symbolism used 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. Consider some of the most obvious advertising schemes employed by major chocolate brands — and what they are really asking the consumer to buy.
Patriotism and the American GI: Hershey's Wartime Image
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 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 war-torn streets. They flocked to him — reaching out, innocent eyes shining, trusting in his kindness. Was the company selling chocolate, or the Marshall Plan? A sweet treat, or an enticement to trust?
Interestingly, today's Iraqi children have already discovered the generosity of the American soldier and his penchant for goodwill through chocolate, suggesting that this symbolic association endures well beyond the postwar era.
Love and Romance: Chocolate as Emotional Gift
Love is an emotion deeply 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 carry distinct symbolic meanings: 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.
Conclusion: Symbolism Over Substance
Advertisers wrap sex, love, and even patriotism in a smooth, sweet coat of wonderful, sticky happiness. The only thing that differentiates one product from another is what brand of symbolism the consumer happens to be in the mood for.
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