While 2011 was a busy year for publishing on chocolate (see last year’s summary list here), 2012 ushered in a dizzying array of chocolate-related books from multiple genres. Below, you’ll find my picks for several of the best, as well as some from my to-read list.
If there are other recently published books that you don’t see listed here, I would love to hear your recommendations.
Note: It is the case with many of the chocolate cookbooks listed below that they will teach you surprisingly little about cacao and chocolate (and some of it will even be wrong). By all means, get chocolate-centric cookbooks for the recipes and inspiration, then couple them with a text that focuses on source ingredients cacao and chocolate like Presilla’s The New Taste of Chocolate: A Cultural & Natural History of Cacao with Recipes for a more meaningful introduction to the topic.
Gran Cocina Latina: The Food of Latin America
2012 brought us another masterpiece from award-winning chef and scholar Maricel Presilla — Gran Cocina Latina. This cookbook, with more than 500 carefully researched recipes from Latin America, spans the genres of culinary history and ethnography. An entire section of the book is devoted to cacao and chocolate. It is of interest to chefs, home cooks, food travelers, and scholars.
The Elements of Dessert
A must read for hardcore pastry and cooking science geeks, this beautiful cookbook from celebrated pastry chef Francisco Migoya has over 200 recipes for exquisite, elaborate modern desserts.
Chocolates and Confections: Formula, Theory, and Technique for the Artisan Confectioner
This text is a standard for pastry chefs, bakers, and chocolatiers, now in its second edition. It has been significantly expanded and revised to include new recipes, formulas, and business advising sections.
This book has been everywhere this year — prominently displayed in bookstores, on several “best of” lists, and occasionally even selling out on Amazon. The praise is well-deserved, as the recipes, mixed with fun anecdotes from Keller, are instructive and scrumptious. The photography and design make the book worthy of coffee table fame, if you can tolerate the looking without cooking.
The Blue Bottle Craft of Coffee: Growing, Roasting, and Drinking, with Recipes
A book not about chocolate, but another celebrated bean — coffee. This is an excellent, instructive text that takes the reader from coffee plant to tastebud. To the best of my knowledge, a similar book does not exist in the craft chocolate world (Presilla’s comes closest, perhaps), but one should.
Original 1896 Boston Cooking-School Cook Book
A reprint of an American classic, of interest and use for almost all home kitchens. Historical chocolate recipes, too!
The sixth edition of a canonical educational text on baking.
Sugar and Spice: Sweets and Treats from Around the World
Gaitri Pagrach-Chandra is an award-winning food historian and writer. In this text, she has collected over 120 clear recipes for sweet treats from around the world. Stories and images make this book equal parts good read and useful cookbook.
The Liddabit Sweets Candy Cookbook: How to Make Truly Scrumptious Candy in Your Own Kitchen!
For DIY enthusiasts and candy lovers, this cookbook from the popular Liddabit Sweets brand clearly explains home candymaking with fun flavor twists. The photos are lovely and instructive, and the authors’ humor is entertaining.
Luscious Chocolate Desserts
For the reader who wants alluring pictures and mouthwatering, well-tested chocolate recipes designed for home cooks, this cookbook from Lori Longbotham, a former food editor at Gourmet, does not disappoint. 65-plus recipes, clear instructions, and easily-located ingredients make this ideal for someone obsessed with chocolate but new to cooking with it.
I’m Dreaming of a Chocolate Christmas
Award-winning chef and pastry chef Marcel Desaulniers provides 72 delectable chocolate Christmas recipes for home cooks. Includes a section on packing and shipping treats as gifts.
Rococo: Mastering the Art of Chocolate, Chantal Coady
Rococo is an elegantly branded product line from one of Britain’s top chocolatiers, Chantal Coady. In this exquisitely designed book, Coady tells the story of her business and provides a selection of plainly written recipes. Also great for display and gifting.
Chocolate to Savour, Kirsten Tibballs
Kirsten Tibballs, Australian chocolatier, pastry chef, Callebaut representative, and founder of the Savour Chocolate and Patisserie School in Melbourne, offers plainly written recipes for enthusiasts in this debut cookbook.
Patrick Roger, en quète de chocolat, Patrick Roger, Jean-Marc Dimanche
Eccentric French chocolatier Patrick Roger has here collected stunning photographs of some of his most celebrated chocolate sculptures, from an exhibit series that illustrates the dangers of deforestation to animals. These remarkable works of chocolate art feature orangutans, gorillas, polar bears, elephants, and more. In French.
Chocolat Café, Pierre Marcolini
Belgian chocolatier Pierre Marcolini has produced a cookbook that brings together chocolate and coffee. The text has recipes, photos, advice on chocolate and coffee pairing, and stories from Marcolini’s life. In French.
Chocolat, Christophe Felder, Domitille Langot
Noted French pastry chef Christophe Felder’s enormous cookbook has approximately 200 recipes for chocolate and pastry, ranging from simple to challenging, traditional to innovative. Felder offers advice on tasting, flavor pairing, and working with chocolate. A good fit for pastry chefs and adventurous home cooks. In French.
Chocolat Menier, Vincent Boué, Hubert Delorme, Didier Stéphan, Héloïse Martel
This cookbook is the stuff of nostalgia for any who grew up eating Menier chocolate. Nearly 300 easy-to-make classic recipes for the home cook. In French.
Raising the Bar: The Future of Fine Chocolate
Author, entrepreneur, and educator Pam Williams has long been a leader in the chocolate industry. (Regular readers will note that I took an online course at her school, the Ecole Chocolat.) Jim Eber, her co-author, is a specialist in food and business marketing. In this important text, they survey the current state of the chocolate industry — from cacao genetics to farms to marketing to the art of the chocolatier. A must-read for the serious chocolate geek.
Chocolate Islands: Cocoa, Slavery, and Colonial Africa
This travel narrative from historian Catherine Higgs traces the travels of Englishman Joseph Burtt, hired by Cadbury Brothers Limited to investigate claims of forced labor on the cacao plantations of Sao Tome and Principe, through Africa. Burtt’s early twentieth century “fieldwork experience” of sorts, and subsequent slow, but deliberate reporting on the abuses he witnessed played a role in influencing a number of important changes in African labor practices and chocolate industry ethics. (This history is detailed in different form in Lowell J. Satre’s Chocolate on Trial: Slavery, Politics, and the Ethics of Business) An important read for those interested in chocolate industry ethics, labor rights, African studies, and history of chocolate.
Taste Matters: Why We Like the Foods We Do
How do genes, maternal diet, culture, and physiology affect taste? Prescott ponders these questions in this fascinating, well-researched book. Interesting as much for the information it provides as for the potential it demonstrates for public health causes.
Coffee Life in Japan (California Studies in Food and Culture)
This book isn’t about chocolate, but it is about coffee culture, which presents interesting parallels and contrasts. A carefully researched, thoughtfully written history-ethnography-memoir about the experience of coffee in Japan.
Chocolate in Health and Nutrition (Nutrition and Health)
If ever there was an argument for keeping libraries well-funded, this book is one. Try to borrow it from the library if you can. (A WorldCat search shows where to find it.)
An academic text with a very high price point, this text is unique in its broad level scholarly, data-driven treatment of the research on chocolate and health.
The Science of Ice Cream
For ice cream professionals and serious enthusiasts, this book will not so much teach you how to make ice cream as about the science behind how ice cream is made.
On the Chocolate Trail: A Delicious Adventure Connecting Jews, Religions, History, Travel, Rituals and Recipes to the Magic of Cacao
Rabbi Deborah R. Prinze traces the historical connections between Jews, religion, and chocolate in this unique text. While at times the links drawn are slightly overstated, the author’s passionate writing makes for a fun introduction to the topic.
Chicago’s Sweet Candy History (Images of America)
A book of photographs with trivia mixed in, this is an enjoyable way to picture 150 years of Chicago’s confectionery history.
The Trebor Story: How a Tiny Family Firm Making Sweets in London’s East End Became Britain’s Biggest Sugar Confectioner, Creating Iconic Brands Before Selling to Cadbury and Later Kraft Foods, Matthew Crampton
The lengthy title more or less summarizes this book, written by a fan of the Trebor family business in an engaging style. Of interest to those studying business or confectionery history.
Du Cacao et Des Hommes, Voyages Dans le Monde du Chocolate, Alfred Conesa
French researcher Alfred Conesa spent six years traveling the world investigating cacao and the lives of people who care for it. His resulting book is organized in two parts – the first describes the history of the cacao tree, the second traces the metamorphosis of cacao fruit from its first indigenous uses to present day popularity. The book is illustrated with artwork by cacao producers. Of interest to anthropologists, historians, agronomists, indigenous studies scholars, and serious chocolate enthusiasts. In French.
Peaches for Father Francis: A Novel
The third book in the best-selling Chocolat series, this story takes Vianne Rocher back to Lansquenet, the French village where readers first learned of her magical chocolates. While Harris’ descriptive style itself relies on stereotype, her writing makes the heavy themes of religious and cultural tolerance easy to stomach, and provides a heartwarming emphasis on the importance of food and chocolate to building community.
The Chocolate Thief
Paris, chocolate, romance, comedy — a fun read all around.
Sorcery and Cecelia or The Enchanted Chocolate Pot
A period drama fantasy, one reviewer aptly summed up this book’s style as “Jane Austen meets J.K. Rowling.” Plus there’s talk of an enchanted chocolate pot. An entertaining read for young (and young at heart) adults.
Palmeras en la nieve, Luz Gabas
Moving between colonial and present-day Fernando Pó (now called Bioko), the northernmost part of what is now Equatorial Guinea, the only Spanish-speaking African country, this novel is part dramatic intercultural love story, part ode to the magic of growing some of the world’s top cacao. The cacao is named Sampaka, just like the Barcelona-based company Cacao Sampaka (see what the author did there?). In Spanish.
Sweet Coco: Chocolate Maker’s Apprentice
Perhaps the only children’s book to describe the process of taking cacao from bean to bar chocolate, following a young girl’s magical journey with her favorite chocolate maker. I found the story and rhyming cloying at times, but the book is nevertheless instructive and well-designed.
Too-Loose the Chocolate Moose, 30th Anniversary Edition
It’s not easy being a moose made of chocolate. This millenial childhood classic has been rereleased for its 30th anniversary.
Mercedes and the Chocolate Pilot
A moving, if somewhat romanticized, account of Operation Little Vittles, a candy drop initiative carried out by an American pilot during the Berlin Airlift of 1948-1949.
La fabuleuse histoire du gâteau au chocolat!, Orianne Lallemand
This colorfully illustrated children’s story tells the tale of a troublesome dragon wooed by chocolate cake (with recipe). In French.
Ok, it’s not a book, but this French film is a delight! If you love chocolate, introverts, romance, and laughter, you must see it. In French with English subtitles.
What’s next on my chocolate reading list?
Cacao, Michèle Kahn
After nearly two years of observing the chocolate news cycle, I’ve come to expect that scientific studies linking chocolate with health, wealth, and/or happiness will be widely cited in the media, most often with great enthusiasm and little skepticism. This past week proved no exception, with a study that made for catchy headlines like “Eat chocolate, win the Nobel Prize?,” “Secret to Winning a Nobel Prize? Eat More Chocolate,” and “Chocolate Consumption Directly Related To Nobel Prize Wins, Says New Study.”
These news pieces spread like wildfire through the chocolate world as chocolate companies and afficionados Facebooked and tweeted them with gusto. I often enjoy such stories myself — they can be fun and, hey, any evidence quantifying chocolate’s many virtues is welcome, right? There is a problem with this study’s viral path through the media and the chocolate world, though: its data does not support its claims.
I find it disconcerting that this kind of reporting on this kind of study so often goes unchecked by any broadly available dissenting response. Fortunately, I live with Trevor Bass, an expert on data and its many abuses. His take on the study is below.
I managed to score last week’s issue of absurdist scientific humor publication The New England Journal of Medicine, which includes a hilarious note on “Chocolate Consumption, Cognitive Function, and Nobel Laureates.” As I continued reading the issue and failed to see the humor in such knee-slappers as “Fibulin-3 as a Blood and Effusion Biomarker for Pleural Mesothelioma” and “Evaluation and Initial Treatment of Supraventricular Tachycardia,” I quickly came to the realization that NEJM is not intended as a satirical magazine. It is, in fact, among the world’s most prestigious peer-reviewed medical journals.
Inspired by recent findings that compounds in chocolate improve cognitive function, cardiologist Franz Messerli’s note questions whether there is “a correlation between between a country’s level of chocolate consumption and its population’s cognitive function.” Using the number of Nobel laureates per capita as a “surrogate end point” for a population’s percentage of wicked smahties, the study finds a “surprisingly powerful correlation between chocolate intake and the number of Nobel laureates in various countries” (23 in all). While he concedes that correlation does not imply causation, Messerli writes “since chocolate consumption has been documented to improve cognitive function, it seems most likely that in a dose-dependent way, chocolate intake provides the abundant fertile ground needed for the sprouting of Nobel laureates.”
Reportedly, when contacted by the Associated Press, “Sven Lidin, the chairman of the Nobel chemistry prize committee, had not seen the study but was giggling so much when told of it that he could barely comment.”
Indeed, one doesn’t require a doctorate in statistics to find serious flaws in the study. It was clearly intended as tongue-in-cheek to some degree by Messerli (who has according to NPR published around 800 peer reviewed papers) and NEJM (which also according to NPR has a history of occasional tomfoolery), though to what degree I can’t quite ascertain. Scientists’ riotous senses of humor aside, I would have expected dozens of more subtly troubling logical leaps to be followed by winky faces.
Given the absence of sufficient semicolon close parentheses, I worry about the misinformation generated by this study. The media has run wild with it in the past week, citing it widely with often far too little skepticism – an excellent example of a phenomenon I’ve recently started calling quantitative exceptionalism. A comment cardiologist Sanjay Kaul provided to CardioBrief sums up the dangers well: “This article highlights, with a touch of whimsy, caveats that challenge the interpretation of findings of observational studies. From the use of surrogate endpoints (based on biological plausibility and the results of preclinical studies) to the distinction between correlation and causation, confounding (whether the effect size is too large to be explained away by confounding), and the hypothesis-generating nature of the inferential process. Careful consideration of these issues is likely to help navigate through the labyrinth of misinformation and disinformation these types of studies are particularly prone to generating.”
Messerli is no stranger to the harmful effects scientific misinformation can have. Last year, he was quoted in a Wall Street Journal article about mistakes in scientific studies as one of a large number of doctors who (understandably) fell prey to an erroneous paper in the Lancet, another highly respected medical journal. Hundreds of thousands of patients were affected, and Messerli argued that the Lancet had a “moral obligation” to withdraw the paper. Granted, doctors around the world aren’t likely to begin writing prescriptions for dangerously high doses of chocolate based on Messerli’s note in NEJM any time soon, but the difference is one of magnitude rather than direction.
A few examples of things I found more troubling slash hilarious about Messerli’s note:
- The use of the number of Nobel laureates as a surrogate endpoint for cognitive function is…how do I say it?…strange. In fact, the number of Nobel laureates probably has a lot more to do with a country’s wealth. As Nobel laureate Eric Cornell told Reuters, “National chocolate consumption is correlated with a country’s wealth and high-quality research is correlated with a country’s wealth…therefore chocolate is going to be correlated with high-quality research, but there is no causal connection there.”
- Messerli writes: “Obviously, these findings are hypothesis-generating only and will have to be tested in a prospective, randomized trial.” Considering that countries in the study have at most a few Nobel laureates per million population, imagine the enormous expense, financial and otherwise, of such a trial. A properly controlled study would deprive millions of the joys of chocolate.
- While the note warns in multiple places that causation has not been proven, its language repeatedly justifies causation based on tenuous logic. For example, Messerli writes that “it would take about 0.4 kg of chocolate per capita per year to increase the number of Nobel laureates in a given country by 1” and even refers to a “minimally effective chocolate dose.” He justifies such remarks only with references to prior studies linking cacao consumption and cognitive function, which are many leaps-of-faith removed from these conclusions.
- Messerli writes but has no justification for this statement: “it is difficult to identify a plausible common denominator that could possibly drive both chocolate consumption and the number of Nobel laureates over many years. Differences in socioeconomic status from country to country and geographic and climatic factors may play some role, but they fall short of fully explaining the close correlation observed.”
- The study appears to use chocolate rather than flavanol or cacao consumption figures, and the types of chocolate consumed in the studied countries varies significantly. Another gem from Cornell’s interview in Reuters: “It’s one thing if you want like a medicine or chemistry Nobel Prize, ok, but if you want a physics Nobel Prize it pretty much has got to be dark chocolate.” I wonder how considering less economically correlated forms of flavanols like green tea would change the results.
Is Messerli deserving of an Ig Nobel Prize for this gem? According to the Annals of Improbable Research, which awards the prizes annually: “Every Ig Nobel Prize winner has done something that first makes people LAUGH, then makes them THINK.”
Regardless, I’m left wondering what foods predispose you to becoming an Ig Nobel laureate. Foods that leave a funny taste in your mouth? Personally, I’m going to stick with salad.
Trevor Bass is a quantrepreneur and data scientist who lives in Cambridge, MA. Visit his professional site here to learn more about his work.
If you were like me and followed the London 2012 Olympics with great enthusiasm, chances are that you’re feeling a bit of a void in your life now that the Games are over. So here’s a retrospective of a story that NBC didn’t cover: the chocolate Olympics.
Kraft/Cadbury was an “official sponsor” and the “official treat provider” for the London games, the only chocolate company allowed that status (Mars was the “official chocolate” of Beijing 2008), and launched a 50 million pound marketing campaign as a result. The campaign included printing the London 2012 logo on Cadbury products, selling chocolates made in the shape of the rather odd Olympic mascots, and crafting a social media strategy to amp up support for Great Britain’s athletes.
In typical Cadbury fashion, the marketing was quirky. The interactive online tool “The Cadbury Choculator” allows users to generate Games statistics in chocolatey measurements. For example, I learned that “The London 2012 Olympic Swimming pool is 208 wonderful Cadbury Dairy Milk bars wide” and “In Olympic Trampolining the gymnasts perform tricks at whopping 500 Cadbury Crunchie bars high.”
Cadbury also returned to its stop motion Crème Egg video style for the Games with an Olympic-themed “Let the Goo Games Begin” campaign:
Other chocolate companies were unofficially involved with the Games, by sponsoring athletes as “brand ambassadors,” setting up treat stands around London, and releasing products in “the spirit of” the Olympics. Regulations around the use of the Olympic symbols are strict, though, and unsanctioned uses, like those of bakers making bagels or cakes displaying the Olympic rings, were subject to accusation of trademark infringement. But, as is often the case, there were ways around the rules, and people who knew where to ask could still find plenty of chocolate diversity thanks to the thriving black market in the Olympic Park.
Chocolate and fitness
One aspect of the chocolate Olympics merits further discussion than it got in the mainstream press this year — the ethics of promoting candy to children, especially when linking it with fitness. While many enjoy debating the efficacy of advertising regulations, there is significant evidence demonstrating the harmful health consequences of advertising to kids. Cadbury seems to have chosen a different strategy this year due to bad press around childhood obesity in the past, focusing its marketing push on game-playing rather than chocolate consumption. Still, plenty of marketing to kids took place during the Olympics and will continue in the future, and some of it included chocolate.
The average person should never model their diet after elite athletes who eat up to 12,000 calories a day to keep up with their workout regime. The vast majority of us simply don’t move around enough to need that much food. It’s therefore all the more unfortunate that the sponsorships elite athletes rely on to support themselves financially so often compromise basic nutritional wisdom. (Even American swimmer and eleven time Olympic medalist Ryan Lochte sought out a healthier training diet after feeling that he could have performed better in the 2008 Beijing Olympics without typical breakfasts of “two or three McDonald’s egg McMuffins, some hashbrowns and maybe a chicken sandwich.”)
Several USA Swimming team members hawk chocolate milk for big bucks from the Refuel With Chocolate Milk campaign. I’d need to swim for 30 minutes to burn off the calories in the average serving of low-fat chocolate milk, and the sugar content is as high as in many sodas. Even beloved Massachusetts-based Team USA gold medal winning gymnast Aly Raisman is selling chocolate milk as “the best combination of carbohydrates and protein” for post-workout muscle recovery. Given the excessive sugar content, poor quality of the chocolate, and the mounting evidence against heavy milk consumption for health, the suggestion that this is an ideal post-workout drink for an average person is absurd.
Olympian love for chocolate
Of course, it wasn’t all marketing and sponsorships at the chocolate Olympics. Several Olympians went on the record about their love for chocolate “just because.” Great Britain’s medal winning triathletes the Brownlee brothers have been inspired by chocolate since childhood, Great Britain’s gold medalist heptathlete Jessica Ennis looks forward to splurging on chocolate on her weekly cheat days during training, the USA’s all around gymnastics gold medalist Gabby Douglas enjoys “all kinds of chocolate,” and India’s medal winning badminton player Saina Nehwal said “I’m going to eat a lot of chocolate now. It’s okay if I put on some weight,” when asked what her plans were after the Games. Team USA’s lightweight rower, Nick LaCava, who is 6’3″ tall and, incredibly, weighs in at 156 pounds on race days, has a chocolate business background. He was a co-founder of customizable chocolate bar company Chocomize before living out his Olympic dream.
Let’s keep it real
The oldest Olympic torch bearer at these Games, 100-year-old Diana Gould, shared the key to long life with the UK’s Telegraph. According to her century of wisdom, one can live a long and happy life with a good attitude, healthy habits that include lots of walking, and a bit of chocolate each day.
Usain Bolt was awarded a huge chocolate bar in the Czech Republic’s Golden Spike athletics event in May 2012 and went on to win three gold medals in the London Olympics (there’s a cute video of tiny children racing against him and then sharing chocolate here). As delicious as that chocolate might have been, it was not responsible for making him the fastest man in the world. Twice. Nor should chocolate companies suggest that it was.
We’ve seen Women Being Seduced By Chocolate In Stock Photos and Women Alone With Chocolate in TV Commercials. Now, here are thirteen examples featuring male-female relationships as depicted in television advertisements for chocolate.
First up, there is the common theme of women sexualizing men with chocolate. These commercials tend to go something like this: Women check out an attractive man. The man is in possession of chocolate. Women decide they want the man’s chocolate. All hell breaks loose.
Lindt Lindor Truffles and Roger Federer “Airport” commercial:
3 Musketeers “Catwalk” commercial:
AXE Dark Temptation commercial, particularly disturbing for its play on blackface
Second, there’s the related theme of women dissatisfied by men finding solace in chocolate. These ads often show men in embarrassing circumstances or failing women romantically while the women enjoy chocolate instead of the men’s company.
Here’s a suggestive FLING Chocolate dressing room ad. “It’s naughty… but not that naughty.”:
M&M’s 2012 Super Bowl commercial marked the debut of a judgy new female character, Ms. Brown.:
A Nestle AeroBar commercial from South Africa, where a pair of rowdy male sports fans make certain not to interrupt a special lady’s private chocolate time because “Everyone knows not to interrupt a lady and her AeroBar.”:
A Nestle “Voodoo” commercial, which manages to merge ugly stereotypes of gender and religion. “As it melts in your mouth, it’s melting your heart.”:
A DOVE Chocolate commercial where a woman’s boyfriend takes on the role of chagrined caretaker because she exists in some sort modern-day female hysteria characterized by orgasmic memory loss upon chocolate consumption.:
Third, we encounter a paired set of themes. The first and more common of the two is that of men selling women chocolate, romance, and sex.
This Laima Chocolate ad from Europe closely links chocolate and symbols of romance and promises of intimacy – a beautiful bed, flowers, doves, a handsome man, pajamas.:
This highly sexualized European commercial targets women by portraying a group of scantily clad muscle-bound men making cookies.:
This Turkish commercial for Biscolata Starz biscuits also aims to entice with erotic imagery.:
Less common is the second in the pair — the theme of women selling men chocolate, romance, and sex. Two examples come from Ms. Green, the first (and until this year, the only) female M&M’s character.
Here’s an ad from the Middle East, showing the female green M&M, Ms. Green, being coy and flirtatious, with two other male M&Ms vying for her attention. The song is Baddi Doub, by Lebanese singer Elissa, and its highly suggestive lyrics include lines like “Let me drink of your love” and “I want to melt.”:
And finally here’s an American commercial featuring Miss Green sensually selling Mint M&M’s Premiums, rendering her male M&M counterparts senseless.:
Watching all of these ads one after the other like this really drives home the old maxim “sex sells” (or “sexism sells,” in several cases above). In the case of chocolate, the marketing is heavily geared toward women yet also disconcertingly focused on stereotypical gender roles. I admit that while some of the ads make me chuckle, I’m mostly bored by their similarity. C’mon now, marketing firms. Let’s see something different for a change!
More chocolate TV advertisements — with still other approaches to traditional gender roles — to come in the next post.
The blog lives! It’s been an exciting few months behind the scenes, resulting in this extended absence from posting. More on recent developments soon.
In February’s Women Being Seduced By Chocolate post, I explored the heavily gendered and sexualized images of women consuming chocolate in stock photographs. As a follow up to these still images, I’ve been exploring moving ones — specifically images of women in television advertisements for chocolate. TV commercials offer a slightly more nuanced (though just slightly) approach to chocolate marketing and stereotypical gender and sex roles.
Here are nine examples featuring women alone with chocolate in commercials. Variations on this theme are to come next week. These ads were produced within the past five years (most within the past two or three), and some are currently running on TV where I live.
Most of the ads depict women craving, testifying, or dreaming about chocolate, then eating it, all in various states of sensual arousal. The ads also frequently portray chocolate as a guilty pleasure or consolation prize, thus toying with societal norms surrounding abstinence and gender performance. In a space of time as short as 15 to 30 seconds, a woman is introduced, caricatured, and titillated by chocolate consumption, depending on how we, the viewers, choose to interpret things. See for yourself:
Russell Stover cuts right to the chase with this ad, called “Women Love Chocolate”:
Previously featured in the Chocolate Rooms post, this Kellogg’s Special K ad depicts chocolate cravings as a woman’s guilty pleasure that can make dreams come true without expanding waistlines:
DOVE Chocolate’s “Only Human” commercial offers chocolate as a consolation prize for the physical and emotional challenges of femininity:
This US ad for Werther’s Original Caramel Chocolates gets more suggestive about what chocolate can do for a woman. “I just want to sink into this sofa with a bag of these…”:
The UK Werther’s Original Caramel Chocolates ad takes the suggestion even further, showing a woman having a strong, if bizarre reaction after trying the sweets:
Ghirardelli’s “Rendezvous” commercial has a simple message. A woman + chocolate = a sensual love reward:
Two more DOVE ads, the first from the US and the second from Russia, suggest that eating chocolate is a total body physical pleasure:
Perhaps the most boldly obvious is York Peppermint Pattie’s “Get the sensation,” a series of commercials with similar content. In this example, a woman takes a bite with sensuously parted lips, goosebumps rise on her skin, her pupils dilate, and her breath quickens. Subtle, it is not:
What do you think?