quality street Flashcards
what does the gold frame connote
connotations of a halo effect around the man and product
how is the poster composed to help
the typical triangular geometric composition of the poster to help secondary anchorage of the product
what framing does the product take
central framing
describe the typography
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
how are there links to post war consumerist culture
due to hand drawn arrtistic nature of the design with rich colour palette of primary and secondary colours
describe the persuasive language and what this suggests about the audience
superlatives, alliteration, and emotive language
suggests the audience is well read and educated
how is the audience being well read and educated enhanced
through the bold serif font connoting richness
how are the females and sweets compared
they’re dressed similarly to the sweets that are shown
what can you infer through the dilemma
two points
male ‘hero’ choosing between ‘two damsels in distress’
‘females choosing the chocolates
what is the male wearing and what does this connote and point to
a formal suit
connoting the formal nature of his dilemma
but also contrasts to the innuendos shown
the narrative is patriarchal - he is central
who are the two characters in the frame
miss sweelty and major quality
how do miss sweetly and major quality reference intertextuality
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
how is the product sexualised
the product is placed in the man’s lap having phallic symbolism
how are the women stereotypical
2 ways
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
what are the body language of the women
they are both kissing the man’s cheeks and are seen as very seductive
describe their appearance and what clothes are they wearing
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
how are they positioned and what does this suggest
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
what theory do the two women conform to
male gaze
how might some people view the women
they seem deceitful and trapping him
they’re seducing him to get the chocolate which are placed in his lap - being sexually suggestive
how do the two women conform to the view of women who didn’t have feminine traits
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
complete: w– a d— d–!
what techniques are used
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
18 d– d– t– and ch— in m— q– s–
name the techniques
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
target audience:
why
25-40
they could see themselves in the characters from the main section
what may men think after seeing this advert 2 ways
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
historical context: regency era
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
social and cultural context: changes in high culuture
stuff like fine art and theatre which were only accessed by upper classes were going to be made available to the masses
what was the conservative party’s 1951 election campaign slogan
'’set the people free’’
supporting drastic changes as entertainment and arts were more accessible and affordable
social and cultural context: gender and class
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
what did mackintosh intend
he wanted to make chocolate for the working class too and mke everyone equal as chocolate was initially for wealthy people.
