LET THEM EAT… CHOCOLATE?  THE GENTRY? 

Bastille Day is coming up, so let’s go French…and eat some chocolate!

This French trade card (ca. 1905) was part of an advertising series for the company Chocolat-Poulain.  If advertising’s goals include making a sale and making the customer feel comfortable with the product, this chocolate company is evoking the theme of marriage to do so: “Israelite Marriage,” to be specific.  Below a claim and command of “Unrivaled quality” and “Taste and Compare!” a veiled bride sipping from a cup is flanked by her sharply dressed groom and tallit-draped rabbi.  The back of the card includes a brief description of the Israelites without a nation and the custom of breaking the cup after both bride and groom have sipped from it.

Perhaps the themes of marriage and Israel imply the sacredness of chocolate.  But when Bastille Day comes around, we know what everyone is really thinking about…just don’t guillotine the chocolate!!

Advertising card for Chocolat Poulain, ca. 1905, paper, printed and embossed, Collection of the Yeshiva University Museum. 2008.120

LET THEM EAT… CHOCOLATE?  THE GENTRY? 

Bastille Day is coming up, so let’s go French…and eat some chocolate!

This French trade card (ca. 1905) was part of an advertising series for the company Chocolat-Poulain.  If advertising’s goals include making a sale and making the customer feel comfortable with the product, this chocolate company is evoking the theme of marriage to do so: “Israelite Marriage,” to be specific.  Below a claim and command of “Unrivaled quality” and “Taste and Compare!” a veiled bride sipping from a cup is flanked by her sharply dressed groom and tallit-draped rabbi.  The back of the card includes a brief description of the Israelites without a nation and the custom of breaking the cup after both bride and groom have sipped from it.

Perhaps the themes of marriage and Israel imply the sacredness of chocolate.  But when Bastille Day comes around, we know what everyone is really thinking about…just don’t guillotine the chocolate!!

Advertising card for Chocolat Poulain, ca. 1905, paper, printed and embossed, Collection of the Yeshiva University Museum. 2008.120

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