Quality Street - Print Ad

Question 1

Context

Answer 1

Founded by John and Violet Mackinotsh in 1839.
Whereas previously only upper-class families could afford to indulge in luxuries such as chocolate tins, Mackintosh aimed to make their chocolate available for those working class families as well.

1950s: post-rationing period of excess - where luxuries once again became a part of shopping and consumerism for the working class and upper class alike.

Question 2

Context - Regency Era

Answer 2

Miss Sweetly and Major Quality - reference to the regency era of British history - attention the fine art, elegance, architecture and sciences - similar cultural and social developments in the 1950s.

Question 3

Gender Roles in the 1950s

Answer 3

Man was the provider of the house and women were responsible for taking care of children and the home - much of the branding markets to the said ‘man of the house’.

Question 4

Media Language: Structure and Design

Answer 4

RULE OF THIRDS -
1. Anchorage of the gold frame creates a halo effect for the man and the product presenting him as heavenly.
2. The product - we follow the man’s eyeline to the the product which is at the centre of the frame.
3. Brand name - typography - strong and bold font with purple colours (royalty/luxury) - the brand name is the last thing the viewer’s eyes meet making it the last thing in mind after seeing the ad.

The poster is hand-drawn and is made up of rich, primary colours - links to post-war consumerist culture and draws the eyes.

Question 5

Media Language: Narratives

Answer 5

Female characters are dressed to resemble sweet-wrappers - objectified.
Man is dressed formally in comparison to the women - higher class, wealthy business man = provider.
The women are seen kissing the man - can be interpreted in multiple ways - see separate card.
The man holds the tin on his lap - phallic imagery - see separate card.

Question 6

Media Language: Written Text

Answer 6

“What a delicious dilemma!”
Inferences:
1. Propp’s hero choosing between ‘damsels in distress’:
Objectifying the women.
2. Females or man choosing between the many choices of chocolates: marketing the chocolates - there’s a wide selection.

Question 7

Media Representation: Female Representation

Answer 7

1. The man is the provider and the women are pleasing him, at his service, as they rely on him (for the chocolate).
2. The women are manipulating the man in order to get chocolate - representative of the way society was moving to a more feminist approach.

Question 8

When was the poster made?

Answer 8

1956