Women and Social Climbing through the Consumption of Chocolate

Chocolate Class

In the fall of 2004, Godiva chocolates launched a “Diva” campaign that aimed to re-focus their target from 35-55 year old women to the young (read: 20s) and affluent female consumer. The campaign series featured society women — primarily white or light-featured and extremely wealthy — indulging on chocolate in the home in a manner fitting of high-maintenance, diva behavior. The set of advertisements is representative of the problematic way chocolate corporations have historically positioned consumption as a vehicle for women’s social aspiration. Although the campaign claimed that the photographs were meant to be transformative and trendy, the historical context surrounding chocolate advertising informs us that these tropes are, in fact, quite tired. As this essay illustrates, these “divas” reinforce notions of social climbing through the attainment of luxury and elite goods – a formula which is necessarily embedded in specific gendered, raced, and cultured performances of exclusion. In this…

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