Analysis:

Unwrapped Hershey's Miniatures

Stage 1: Description

Some General Remarks:

A tabular format is adopted below to best illustrate the objects commonalities and differences. The categories outlined in the model are applied, however, the format is different than other pages on this website to facilitate comparison.

  Type Materials Construction
General comments that apply to all unwrapped chocolates:
 
All chocolates contain sugar, milk ingredients, cocoa butter, peanuts, crisped rice, cocoa, lactose, soya lecithin, ployglycerol polyricinoleate, salt, malt, artificial flavour.
Regardless of manufacturer, all chocolate is made by following the same processes. Different manufacturers alter their ingredients to create unique flavours.

View from above

  

Additional ingredients are indicated below:

For a more detailed explanation of chocolate manufacturing, click here.

Milk Chocolate

none Liquid milk chocolate is poured mechanically into a mold.
Dark Chocolate less sugar Liquid dark chocolate is poured mechanically into a mold.
Krackel rice kernels Liquid milk chocolate is poured mechanically into a mold. Rice kernels are added.
mr. Goodbar peanuts Liquid milk chocolate is poured mechanically into a mold. Peanuts are added.

 

Content Analysis - Top and Side View
Milk Chocolate Dark Chocolate Krackel mr. Goodbar
Medium brown colour
Dark brown colour
Reddish medium brown colour
Medium brown colour

All miniatures exhibit the same features when examined in this top view

  • The "HERSHEY'S" name is set within a smooth indented rectangular area that is 3.1cm x 1.2 cm
  • The rectangular area is set at 0.1cm below the top of the chocolate
  • The logo is 2.5cm x 0.5cm and is carved into the indented surface
  • Sides are 1.0 cm high and are angled.
  • A small step is located at 0.5 cm from the bottom.
  • From the side, the colour remains the same tones as the ones indicated above for milk and special dark varieties.
  • Note: For Krackel miniatures the step is located at 0.6cm. Also, a very slight unevenness in colour is evident from the bottom of the chocolate miniature until the step. A small number of small light brown spots are visible in the lower part of the chocolate miniature; colour is unform above the step.
  • Note: For mr. Goodbar, a slight unevenness in colour is evident from the bottom of the chocolate miniature until the step. Some beige spots are visible in the lower part of the chocolate miniature; colour is unform above the step.

 

Content Analysis - Bottom
Milk Chocolate Dark Chocolate Krackel mr. Goodbar
Medium brown colour. Surface appears to have several small and large scratches.
Dark brown colour. Surface appears to have some scratches.
Reddish brown colour with frequent unevenly dispersed lighter spots that are approximately round or oval in shape.
Reddish brown colour with uneven occasional beige colour of irregular shape protruding surface.
  • All miniatures are rectangular in shape.
  • Edges are slightly irregular.

 

Formal Analysis
Milk Chocolate Dark Chocolate Krackel mr. Goodbar
  • When examined from above, all chocolates exhibit smooth lines, with rounded edges
  • All are rectangular in shape
  • Colour is uniform
  • When examined from below, all exhibit rectangular shape, but the lines are less smooth. They are uneven, the corners are rounded, and specks of chocolate are present on their surfaces
  • Chocolates are thick and sturdy; they will only break with some effort with the hands, or when bitten into

Sensory Engagement
  • From above: For Milk Chocolate, Krackel and mr. Goodbar texture is smooth, but not slippery; miniatures are slightly sticky to the touch
  • From Above: For Special Dark Chocolate, texture is smooth and slippery; much less sticky to the touch
  • From below: all miniatures exhibit uneven edges that are slightly raised and pushed in; they are not smooth at edges. Milk Chocolate and Special Dark Chocolate miniatures have surfaces that are the same in texture as indicated above
  • From below: Krackel and Mr. Goodbar have irregular, bumpy surfaces along the bottom
  • Gooves of the "HERSHEY'S" are felt when touched
  • Miniatures make no noise when handled
  • In this form, each has a strong smell, although they only differ slightly from one another:
  • Milk Chocolate: sweet and fairly heavy smell
  • Special Dark Chocolate : sweet smell, but smells slightly less sweet or strong
  • mr. Goodbar: smell of peanuts is quite strong, along with smells of sweetness and some heavyness
  • Krackel: smells slightly sweet; most neutral smell of the four minitures

 

Stage 2: Cultural Analysis

Functional Analysis - Intended Functions: How do the miniature chocolates function as tools or instruments?

  • Hershey's Assorted Miniatures were made by Hershey's to be sold to consumers for profit
  • The consistent design evident along the tops of the miniatures identifies the producer of the chocolate, but not the specific type
  • In being produced in miniature form, chocolates can be offered to guests (in wrapped form), and then eaten. They may therefore fulfill some social functions, such as to impress guests and to bring them pleasure through consumption.

Formal Analysis - Unintended Functions:

Unintentionally, the Hershey's Assorted Miniature chocolates may serve a number of unintended functions, which are largely negative:

  • Their uneven lines may communicate that mass production results in less attention to detail.
  • Their mass production makes it more accessible, and may therefore reduce its status as a treat.
  • Their uniform appearance (from above) may communicate that reduced individuality and greater conformity is neccessary in society to be accepted; this is based on the observation that all chocolates appeared to be of the same type from above, but not from below. As is suggested by Gilborn (1982), new products tend to have some qualities of older products in order for them to be more easily accepted by consumers.
  • Since society intends chocolate to be consumed in moderation, over-consumption may result in negative feelings, such as guilt.
  • Conversely, feelings of guilt arising from over-indulgence may be minimized through consumption of minitures.

 

Functional Analysis - Do the miniature chocolates convey ideas, status or values?

The Hershey's Assorted Miniature chocolates may communicate the following ideas and values:

  • Chocolate is not consumed as a meal, it is consumed as a treat. It is therefore meant to be enjoyed and is consumed for pleasure.
  • Chocolate may also be consumed to bring comfort, or satisfy a specific craving or hunger between meals.
  • Chocolate enjoys reasonably high status in society for the different needs it can satisfy; however, its status can be higher or lower depending on rarity and price range.
  • Hershey's chocolate is located in a candy aisle with other less expensive candy and brands of chocolate; it is also widely available and presumably widely demanded by consumers.
  • Similarly, society is aware that chocolate may have negative health effects; this could either enhance its status as a treat - as something to be enjoyed only sparingly, or it could increase some negative attitudes toward its consumption - or both.
  • Since chocolate is a treat, the value that consumption is best in moderation may be emphasized through its miniature form.
  • Since milk chocolate was found in the bag in the largest quantity, it is presumably the most popular variety. It is also the oldest, suggesting that society is comfortable with tradition.

Because the design of the chocolate is the same regardless of the specific type of miniature, how does its form fulfill its function? What values are communicated through its form? The following points attempt to provide some answers to these questions:
  • The continued design along the top identifies the producer and therefore associates all of the chocolates with one maker.
  • The small, thick size of the miniatures may also facilitate their transportability in a society that is has little free time, is in a rush, and values convenience.
  • The similar appearances of the miniatures from above may communicate values of consistency, reliability and endurance despite the presence of new varieties.
  • The repeated design may communicate stability and persistence to change - this could be positive or negative depending on the consumer.
  • Its thickness may communicate the value of durability (even though it is clearly not durable - it is edible!).

 

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