Abstract
This article looks at the history of chocolate as a colonial commodity tainted by slave labor and pays special attention to the ways in which colonial fantasies were played out in the German advertising of chocolate. Exemplary advertising strategies that appropriated and enforced circulating notions of blackness in the white imagination, foremost of black subjects as servants, are analyzed. The article examines chocolate as a racial and floating signifier, i.e., as a (sometimes exoticized, sometimes derogatory) reference to black Germans in popular discourse.
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