Chocolate is a fighting food

Jul 6, 2020

This 1942 ad Nestle ad uses a "comparative energy value" chart to make a bar of chocolate look like a valuable energy source. It's really just a calories chart but it takes the classic image-headline-text layout and makes it look a lot more informative.

Image Description

The 1942 Nestle ad features a soldier eating chocolate, with the bold headline "CHOCOLATE IS A Fighting FOOD!" A comparative energy value chart is included, emphasizing chocolate's caloric benefits. The ad uses dramatic imagery and classic design to convey the message.

Positive Aspects

The image effectively captures attention with its bold, engaging visual of a soldier and the dramatic use of lighting. The comparative energy value chart cleverly positions chocolate as a practical energy source, making the ad informative and persuasive. The layout is classic and clear, enhancing the ad's message.

Key Takeaways

The ad uses a "comparative energy value" chart to present chocolate as a nutritious energy source.
The visual and headline create a strong connection between chocolate and military strength.
The classic image-headline-text layout is used to make the ad appear informative and credible.

Additional Insights

This ad is a great example of how wartime marketing leveraged patriotic themes to promote everyday products. By associating chocolate with military effectiveness, Nestle cleverly taps into the era's spirit and priorities. The use of a calorie chart lends a sense of scientific credibility, a classic marketing tactic to enhance product appeal.

Source (pinterest.com)

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