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This part of the essay talks about the production process of chocolate and the cultural aspects of said production. Cheap human labor is used to harvest chocolate, but once refined the chocolate has no part of where it is from. There's also a distinction between the wealthy whites and the laboring minorities, with the whites not knowing much about who is harvesting the chocolate. Therefore, by hiding who the producer of the chocolate is, white consumers think the product is from an exotic place and not a poverty-stricken third world country.

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Chocolate is advertised toward white, European/American females.

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The Chocolate Consumer as Pleasure Seeker

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The Chocolate Consumer as Pleasure Seeker

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Chocolate advertisers aim to make chocolate seem pleasurable.

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This area of the essay included mostly where and how chocolate was made. The European countries would receive the cocoa beans from Central America and started the major production of the product. In France, no one was able to partake in chocolate, but in England chocolate houses became very popular.  Europeans also began using slave labor to mass produce this product that was becoming so popular.

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This part addresses the concern of where the chocolate is coming from and how the production is not as "indulging" as it may seem. A table in the reading illustrates Dove promise messages compared to the current working conditions in the Cote D 'Ivoire. An example is "Work less, sleep more" compared to Children in the cocoa plantations work as much as 12 hours a day. When eating chocolate you think of utopia in a sense a kind of escape. but in reality you don't know what goes on in the production of what your eating.

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" Women and Chocolate are a dream team."

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Chocolate is a form of unequal exchange, represents Western colonialism.

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Shows the difference between the consumer and producer of chocolate. Chocolate is produced outside of the US and Europe, for consumption in the US and Europe.

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Chocolate advertisements make the US and England appear racially homogenous, therefore alienating its non-white producers.

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Ethnic and national Identity: Whiteness and Consumption

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Ethnic and national Identity: Whiteness and Consumption

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Marketing for chocolate follows the ideal image of a white, female in the United States.

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Websites from companies in the U.S and U.K show how chocolate companies advertise towards different groups of people

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Modern chocolate culture is influenced by and perpetuates colonialism through an image of exoticism and a separation between producer and consumer.

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As slave labor became popular, so did slave trade. Children were beginning to be traded from parts of West Africa. This act was becoming very dangerous with including the production of chocolate.  The chocolate production of harvesting the cocoa beans was very harmful and even sometimes a deadly process. The major chocolate industries were thought to know about this slavery problem. Sadly, since there was not enough media attention, not much action was taken to fix this large problem.

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Chocolate is foreign, giving it an "exotic" touch.