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Quality Street Revision - Coggle Diagram
Quality Street Revision
PRODUCT CONTEXT
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in 1930s, only wealthy could afford chocolate boxes but Harold Mackintosh aimed to sell them to a more reasonable cost to appeal to working families.
by the 1950s when this campaign started, society was in a post-rationing period where luxuries were once again becoming an acceptable part of grocery shopping.
HISTORICAL CONTEXT
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In the regency era, Britain went through a period of elegance with regard to fine art and architecture
The regency era could also be compared to the 1950s for its significant social and cultural development.
Between 1811 and 1837 the country was under the rule of Prince Regent and developments in technology, fashion and architecture were mirrored by a population boom.
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MEDIA LANGUAGE
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typography is strong, forming the bottom third of the poster and the strong purple colour stands out to draw the consumer's eyes to the name
hand drawn, artistic nature of the design, with a rich colour palette of primary and secondary colours, links to post war consumerist culture
persuasive language techniques such as alliteration, emotive language and superlatives are all indicative of a well-read educated audience
connotations of the female characters being dressed similarly to the sweets that are shown close up on the bottom third of the poster
Inference of a dilemma: 1. male "hero" choosing between two "damsels in distress" (Propp's theory) or 2. families choosing the chocolate
costume and dress of male character indicating the formal nature of his dilemma-connotations of a higher class and richer society
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INTERTEXTUALITY
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The characters are symbolic of the Regency era of British history referenced by the dress codes of the characters in the gold framed picture at the back of the advert.
REPRESENTATION OF GENDER
Image suggests male dominated society with regards to "choice" as he is in control of the product and centrally framed.
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the male character anchors the audience's eyes to the product which has significant phallic symbolism
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the women have two stereotypes being relied upon in the advert: firstly, their need for chocolate (a common and very traditional stereotype that still exists today) and secondly, their subservient body language to the dominant man. The implication that to be successful you will need to be romantically led by a man.
there is also a deeper analysis: 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.
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historical representations of the regency characters show how 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.
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