Since this appears to be a food-themed day on this group so far.
I am unclear on the marketing message I am supposed to take away from this one. I thought it might be about hot-pepper infused chocolate, but I doubt Hershey made anything like that at the time, and in any case, the products on the table are not that.
Is the child unhappy about an unrelated situation we are not privy to, and wants the chocolate for consolation?
“Baking chocolate” or “baking cocoa” is very bitter.
Kiddo probably mistook the baking chocolate for a regular candy bar and was unpleasantly surprised at his discovery of the distinction.
At least that’s my best guess. There’s too many products on the table to be sure.
That's basically what I'm thinking too. I'll note, though, that only one is unwrapped and if you squint you can make out the word "special" on the wrapper. "Special Dark" is a current variety of Hershey's (and has existed for quite some time), though I can't say with any certainty what the second word is.
Kid is being stung on the nose.
It looks like there's insects, bees maybe? This kid could be like 
I've got no other theories to offer, so ... sounds good :).
Still sort of a weird ad theme, IMO.
Hershey’s chocolate pre-dates powdered milk, so the milk chocolate had a sour taste due to being made with not fresh milk. Today Hershey purposefully incorporate this flavor profile into their milk chocolate because it’s their signature milk chocolate flavor.
m&m’s are a Mars product, but they were originally a collaboration between the two companies using Hershey’s milk chocolate. Today Mars purposefully incorporates this flavor profile into their m&m’s chocolate blend to maintain this signature flavor, but in America only. m&m’s made in France do not use this sour flavoring.
His dad died of syphilis, leaving him orphaned because his mother died in childbirth. The chocolate bar reminds him of when his dad would get paid on Thursdays and bring him home a Hershey’s bar. For him, eating one tastes so sweet but leaves him feeling so bitter. Especially when it’s gone, just like his dead parents. But what’s fucking sweet is he can replace the chocolate bar once every Thursday when he himself now gets that paycheck for working the factory, just like dad.
He's crying in solidarity with the worker children on the cocoa plantation. Though the fruit of colonial enslavement rings a bitter aftertaste, the sweat of their toil accords a delicious chocolate bar with which to console himself.
For sharing images of vintage magazine ads, fliers, promos, etc.
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