Chocolate E-Mail

The world has become so technologically advanced that even advertisements

have been brought up to par. The Internet and e-mail play a major in a majority of

people’s lives and Hershey’s candy company knows this and incorporates it into one

of its advertisements. Some Hershey’s advertisements have been bizarre (remember

the little ant crawling across the picnic table carrying the Hershey’s chocolate bar?),

but this ad is simple and yet provokes much thought. The ad brings attention to

people’s everyday lives and the fast-paced society that we now live in.

The ad depicts an e-mail message from a father to his son concerning his

son’s difficult age and what website to go to in order to find information about. The

father depicted is too busy to sit down with his son and discuss the birds and the

bees. Hershey’s draws attention to the time factor in society and goes on to include

that Hershey’s has been unchanged since 1899 and change is bad. I noticed that the

“Change is bad” statement was placed in capital letters in the ad. This tool was

used in order to draw an audiences attention to the ad because large, bold letters are

hard to miss.

This particular ad was placed in the magazine Entertainment Weekly and I

believe that this was done in order to target the readers. The readers of this

magazine range in age from 18-45 respectively. Most readers are also avid Internet

and E-mail users in order to keep up with entertainment. The target audience

would appreciate this ad because it uses an exaggeration of society to be humorous

while promoting their candy. The ad makes the audience wonder about their

continuously changing lifestyle and lets them know that a Hershey chocolate will

never change.

The advertisement makes many assumptions about its audience. First of all,

Hershey’s perceive that everyone knows what e-mail is. This assumption maybe a

ludicrous one, but many of the elderly are not computer literate. This also backs up

the reason for this ad being placed in Entertainment Weekly and not Prevention.

Another assumption is that with the changing society, people want something that

will always be a standard. This is a good assumption because if something is already

good why try and better it. Hershey’s has never changed their trademark chocolate

bar and they are promoting that fact in hopes to sell more unchanging chocolate

bars to its changing market. Another assumption that this ad makes is that

Hershey’s chocolate is well known. The ad uses no fancy descriptions of the

chocolate with words like delicious, tasty, and scrumptious nor does it use any catch

phrases such as the “Taste the rainbow” slogan that Skittles candy uses. The ad

simply shows a small Hershey’s chocolate bar at the bottom of the page going on the

audience’s knowledge of the candy bar. The ad assumes its selling to an intelligent

audience that knows of Hershey’s.

Hershey’s presents an argument that change is bad in its advertisement using

logos, pathos, and ethos in order to make appeals to its audience. Using ethos, the

advertisement uses the idea that change is bad to appeal to conservative which then

brings a political view to the ad. Conservatives believe that the world can continue

on without change and would never want to go to the extent in society that the

e-mail in the advertisement depicts. The ad appeals to the conservative mindset in

that it lets the audience know that even though the world is changing, Hershey’s

chocolate will always be the same as you remember it.

The ad uses pathos in the e-mail segment of the advertisement. The e-mail

presents a situation, the birds and the bees, that every one can relate to. The ad

brings about a feeling of how technologically advanced society is that a father can’t

even stop for a very important discussion that his son needs. The ad hopes to make

people think about their fast-lane lifestyle and help them remember when they

didn’t have deadlines or meetings. Hershey’s wants the audience to feel the need to

take time out of their hectic schedule and eat a Hershey bar, which is aided in the ad

by the idea that the father is too busy to even have a talk with