representation

Question 1

social + cultural context:
what was remarkably different to the present day than in the 1950s?

Answer 1

gender roles

Question 2

social + cultural context:
what was the product itself designed and planned for?

Answer 2

working families

Question 3

social + cultural context:
what is the imagery of?

Answer 3

imagery is very aspirational of a higher class which links to the post-war era in britain

Question 4

social + cultural context:
what does much of the branding indicates?

Answer 4

that the product was symbolic of elegance and aspiration

Question 5

social + cultural context: what do the two female characters appear to be of than the man?

Answer 5

appear to be of a lower class than the man in the suit
but the man in the suit is of a lower class than the two characters in the gold frame

Question 6

social + cultural context: what does the item bring all of of?

Answer 6

brings all of these classes together is the product in the centre of the image

Question 7

gender: what does the image suggest?

Answer 7

a male dominated society with regards to ‘choice’
he is in control of the product and is centrally frames,
links to the mulvey’s male gaze in relation to the framing (feminist theoretical perspective

Question 8

gender: what does the image of the male character anchors?

Answer 8

the audience’s eyes to the product which has a significant phallic symbolism

Question 9

gender: what does the dress code relates to?

Answer 9

the modern working businessman who may be the ‘provider’ of the brand

Question 10

gender: what are the two stereotypes of the women being relied upon in the advert?

Answer 10

• that of their need for chocolate, a common and very traditional stereotype that still exists today
• their subservient body language to the dominant man. The implication is that to be successful you will need to be romantically led by a man.

Question 11

subservient

Answer 11

willing to do what other people want

Question 12

gender: what is the secondary and deeper analysis of the women being stereotyped?

Answer 12

a sense of manipulation with the women distracting the man through romance to access the ‘prize’ that is the product in the gentleman’s lap.
This advert could be seen to be representative of the way in which society was moving at this time.

Question 13

gender: what does the historical representations of the regency characters show?

Answer 13

typical strong feminine colours, and the showing of flesh for Miss Sweetly, and the formal uniform dress of Major Quality signify importance and power in their own relationship.

Question 14

age: what is this advert purposely for?

Answer 14

younger to middle aged adults (25-40)

Question 15

age: what is the target audience see themselves?

Answer 15

see themselves in the characters in the main section of the advert

Question 16

why were women often depicted as homemakers and hostesses?

Answer 16

Quality Street ad from this time, women might have been shown as gracious hostesses, offering Quality Street chocolates to guests at social gatherings or serving them at family events. The message might have conveyed that Quality Street chocolates were an essential part of a woman’s role in creating a warm and welcoming home.

Question 17

why were women often emphasised on elegance and grace?

Answer 17

In a Quality Street ad, women might have been portrayed as sophisticated and refined, highlighting the idea that serving or gifting these chocolates was a way to enhance one’s grace and social standing.

Question 18

why were women frequently portrayed as nurturing and caring?

Answer 18

In a Quality Street ad, women might have been shown sharing a moment of tenderness with children, highlighting the brand’s role in creating cherished family memories.

Question 19

why were women a subtle appeal to female independence?

Answer 19

While the 1950s were characterized by traditional gender roles, there were also subtle hints of female independence emerging. An ad might have suggested that women, as consumers, had the power to choose and indulge in Quality Street chocolates on their terms, even if they primarily focused on family and home.

Question 20

explain the kitchen appliances and cookware ads to understand the role of the housewife and would provide for the man of the house

Answer 20

depicted women as the homemakers responsible for preparing meals to please their husbands and families. These ads often featured content like “Make Your Husband Happy with Our Product” or “Show Your Love by Cooking Delicious Meals.” Brands like General Electric and Westinghouse promoted their products with these messages.

Question 21

explain the cleaning and household products to understand the role of the housewife and how they would provide the man of the house

Answer 21

emphasized that a clean and well-organized home was a source of pride for women, and by extension, it made their husbands happy. Brands like Lysol and Mr. Clean used slogans like “A Happy Husband, a Clean Home” to suggest that using their products would lead to domestic bliss.

Question 22

explain the home decor and furnishings to understand the role of the housewife and how they would provide the man of the house

Answer 22

encouraged women to create an inviting and comfortable home environment for their families. Messages such as “Your Family Deserves the Best” or “Make Your Home a Haven” implied that women had the responsibility to provide a welcoming space for their husbands and children. Brands like Armstrong and Macy’s promoted these ideas.

Question 23

explain the personal care and beauty products to understand the role of the housewife and how would they provide the man of the house

Answer 23

women were required to maintain their appearance to please their husbands

Ads for products like Revlon and Maybelline featured slogans like “Stay Beautiful for Him” or “Look Your Best to Keep His Love.”

Question 24

explain the food and beverage ads to understand the role of the housewife and how would they provide the man of the house

Answer 24

depicted women as those who were responsible for meal planning and preparation.
Brands like Campbell’s Soup and Jell-O focused on quick and easy recipes that would satisfy the family, portraying women as capable homemakers who could effortlessly meet their husbands’ and children’s dietary needs.

Question 25

what would many audiences in the 1950s would have seen the representations as?

Answer 25

‘normal’ and ‘familiar’

Question 26

what would modern audiences (older people, those with traditional or old fashioned values) see these representations as?

Answer 26

enjoy these because they feel ‘nostalgic’

Question 27

what would modern male audiences see these representations as?

Answer 27

may enjoy as they may feel they want to be the man surrounded by women

Question 28

what would some modern audiences might be surprised of?

Answer 28

the lack of sexualisation of women in the quality street advert

Question 29

what would modern audiences see the representations of the man in a suit and the feline women as?

Answer 29

being very old fashioned and sexist