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Chocolate: Beer for women

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Anyone seen the new commercial for Hershey’s Bliss chocolate squares? Women of all ages--with long, lustrous locks and post-coital smiles--romp in some sort of floral utopia and unwrap Hershey’s foils to get their candy fix. On the TV ad for Dove bites, a frazzled woman boards a busy train, finds a seat, and pulls out a piece of candy. A weird ribbon of chocolate flutters by, as she enjoys her Dove miniature. A sophisticated female voice says: ‘Lose yourself in the silky smooth taste of Dove chocolate. My moment, my Dove.’

A recent article in CNN noted: ‘By studying women in Spain and in the United States, Debra Zellner, Ph.D., a psychologist and professor at Shippensburg University in Pennsylvania, concluded that women in the U.S. have the craving because they’ve turned chocolate into a nutritional taboo -- delicious, but loaded with calories and fat. Convinced it’s a wicked indulgence, she theorizes, these women tell themselves they shouldn’t have it, then wind up falling off the wagon, particularly before they menstruate, when they might be feeling a little low.’

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How lame is that? Guys go out and tie one on to relieve stress and foster camaraderie, but women let off steam by sneaking off somewhere to be alone and commiserate with a pound of chocolate. The worst part is that a woman hates herself in the morning even though she wakes up surrounded by foil wrappers instead of a stranger. Clearly, the candy companies know that women crave chocolate and market to them with these ads that are eerily similar to tampon and Calgon commercials. Somebody buy the Rage a beer, please?

photo: Mydovechcolate.com

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