quality street

Question 1

what does the gold frame connote

Answer 1

connotations of a halo effect around the man and product

Question 2

how is the poster composed to help

Answer 2

the typical triangular geometric composition of the poster to help secondary anchorage of the product

Question 3

what framing does the product take

Answer 3

central framing

Question 4

describe the typography

Answer 4

the typography is strong, forming the bottom third of the poster
the strong purple colour stands out to draw consumer’s eyes to the name

Question 5

how are there links to post war consumerist culture

Answer 5

due to hand drawn arrtistic nature of the design with rich colour palette of primary and secondary colours

Question 6

describe the persuasive language and what this suggests about the audience

Answer 6

superlatives, alliteration, and emotive language
suggests the audience is well read and educated

Question 7

how is the audience being well read and educated enhanced

Answer 7

through the bold serif font connoting richness

Question 8

how are the females and sweets compared

Answer 8

they’re dressed similarly to the sweets that are shown

Question 9

what can you infer through the dilemma
two points

Answer 9

male ‘hero’ choosing between ‘two damsels in distress’
‘females choosing the chocolates

Question 10

what is the male wearing and what does this connote and point to

Answer 10

a formal suit
connoting the formal nature of his dilemma
but also contrasts to the innuendos shown
the narrative is patriarchal - he is central

Question 11

who are the two characters in the frame

Answer 11

miss sweelty and major quality

Question 12

how do miss sweetly and major quality reference intertextuality

Answer 12

they are part of the brand identity of the product since 1936
they are symbolic of the regency era of brtish histroy referenced by their dress codes of historical clothing such as frocks and the red suit

Question 13

how is the product sexualised

Answer 13

the product is placed in the man’s lap having phallic symbolism

Question 14

how are the women stereotypical
2 ways

Answer 14

their need for chocolate - a common stereotype still viewed today
their subservient language to the man - the message being ti be successful you need to be led by a man

Question 15

what are the body language of the women

Answer 15

they are both kissing the man’s cheeks and are seen as very seductive

Question 16

describe their appearance and what clothes are they wearing

Answer 16

both women are wearing red which has connotations of lust and danger, they are also wearing red lipstick, which points more to lust
the woman on the left has dark hair and the woman on the right has blonde hair

Question 17

how are they positioned and what does this suggest

Answer 17

both women are sat in the same way and their heads are facing each other - suggesting they are partners in deceit
their eyes are positioned in a way that if they were opened they would be looking at the chocolates which they are grabbing

Question 18

what theory do the two women conform to

Answer 18

male gaze

Question 19

how might some people view the women

Answer 19

they seem deceitful and trapping him
they’re seducing him to get the chocolate which are placed in his lap - being sexually suggestive

Question 20

how do the two women conform to the view of women who didn’t have feminine traits

Answer 20

the women are seen as seductive and manipulative - this links to how in the 50s women who weren’t meek and innocent were negatively viewed and seen as taboo

Question 21

complete: w– a d— d–!
what techniques are used

Answer 21

what a delicious dilemma!
alliteration for emphasis and persuasion
the exclamative makes the situation seem positive - maybe it links to the theme of deception and the exclamative marks the situation as deceptive

Question 22

18 d– d– t– and ch— in m— q– s–
name the techniques

Answer 22

18 delightfully delicious toffees and chocolates in mackintosh’s quality street
alliteration - persuasion and emphasis
delicious is repeated throughout the text to convince the reader - its a subliminal message and makes the reader believe it is

Question 23

target audience:
why

Answer 23

25-40
they could see themselves in the characters from the main section

Question 24

what may men think after seeing this advert 2 ways

Answer 24

they will have a patriarchal mindset and that women being subservient is correct
they may also think from a simpler way: that material positions attract women and make them more attractive and sought after

Question 25

historical context: regency era

Answer 25

the icons miss sweetly and major quality are from the regency era where britian went through a period of elegance and had changes in architecture and fine art
the country was under the rule of a prince regent and developments in technology and fashion occured

Question 26

social and cultural context: changes in high culuture

Answer 26

stuff like fine art and theatre which were only accessed by upper classes were going to be made available to the masses

Question 27

what was the conservative party’s 1951 election campaign slogan

Answer 27

'’set the people free’’
supporting drastic changes as entertainment and arts were more accessible and affordable

Question 27

social and cultural context: gender and class

Answer 27

in the 50s gender was very different to prsent
mackintosh wanted to bring everyone together
the two women are lower class than the man and the man is lower class than the two above but all are staring at chocolate and are brought together by one thing:chocolate making everyone equal

Question 28

what did mackintosh intend

Answer 28

he wanted to make chocolate for the working class too and mke everyone equal as chocolate was initially for wealthy people.