Pure Relaxing Indulgence vs. Fun Candy Treat: The Language of Chocolate Ads

For my project, I will analyze the language used in two distinctly different categories of chocolate advertising:

1. Language of indulgence, solitude, and relaxation
2. Language of fun, community, and excitement

In order to control for differences between brands, I will focus primarily on three Hershey's products: Hershey's Bliss, Hershey's M&M's, and Hershey's Kisses. Bliss advertisements fall clearly into category 1, M&M's in category 2, and Kisses somewhere in between.

 * Are there important differences in the ingredients used? If yes, how does that difference reflect the intended experience of eating the item? If not, how does different packaging and language change the experience of eating the same food?

Possible experiment (In order to test the effects of language and packaging):

Group 1: Have the subjects watch an ad, read the packaging, and see the shape of the item before they eat each chocolate- ask them which was the most fun, the most decadent, etc
Group 2: Melt each chocolate and form into uniform shapes. Subjects do not watch ads or see packaging, and answer the same questions. 

* Bliss is newer, M&M's are older. Does the addition of Bliss to the Hershey's company reflect a trend toward category 1? Reference other similar new products like Dove Promise and Lindor Truffles. Here is also where the Kisses become important- I want to look at the evolution of Kisses ads over time to see if they reflect a movement toward category 1 advertising or category 2.

*How does the audience change? I think Bliss is heavily marketed to women, far more than M&M's, but I will test that hypothesis. I will also look at differences in price per oz.