'Much More Than Chocolate': A Mosaic of Identity in Moirs Advertising, 1830 to 2007

Abstract

The Moirs chocolate company operated as early as 1815 and continued operation into 2007, seeing various changes in ownership and leadership. Throughout the duration of the Nova Scotia based company numerous methods of advertising were used. The types of advertising considered include newspapers, box covers, commercial giveaways, window displays, magazine advertising, billboards, and commercials. The advertising reveals a substantial amount about regional, national, class, race, age, and gender identities. Using primary source materials in the private and public sector, this thesis will explore what Moirs advertising reveals about identity formation, while exploring the process of Moirs advertising, the depictions of place, and the depictions of people.