QUALITY STREET ADVERT

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  • QUALITY STREET PRINT ADVERT
    • PRODUCT CONTEXT
      • Sweet tin made by mackintosh
      • created in 1936
      • only wealthy could afford chocolate boxes so mackintosh created it for working familes
    • MEDIA LANGUAGE
      • anchorage of gold frames
        • halo effect around man and product
      • structure and design of advert
        • triangular geometric composition
        • product takes central framing
      • typography is strong - purple colour stands out to draw consumers eye to the name
      • Persuasive language techniques- alliteration, emotive language - well read educated audience
    • MEDIA LANGUAGE CREATES NARRATIVE
      • connotations of female characters being dressed similar to sweets
      • influence of dilemma: male 'hero' choosing between 'damsels in distress' (propp's theory) females choosing chocoalte
      • costume + dress code of female character connotes higher class and richer society
      • patriarchal narrative - similar to other adverts at this time
    • SOCIAL + CULTURAL CONTEXT
      • gender roles in 1950s different to present day
      • was designed + planned for working families + imagery very aspirational of higher class.
      • product was symbolic of elegance and aspiration.
      • 2 female characters appears to be lower class + man un suit is lower class of the people in gold frame
        • bringing the classes together for product
    • REPRESENT-ATION OF GENDER
      • Male dominated society
        • hes in control of product + centrally framed
          • male gaze - framing
      • dress code relates modern wokring buisness,am- may be 'provider of brand'
      • women 2 stereotypes - 1. their need for chocolate 2. subservient body language to dominant man.
      • typical strong feminine colours - formal uniform dress of Major Quality = importance and power in own realtionship
    • REPRESENT-ATION OF AGE
      • Young to middle age adults (25-40)
        • target audience see themselves in characters main section of advert.

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