Please enable JavaScript.

Coggle requires JavaScript to display documents.

Media - Advertising - Coggle Diagram

- - - - Toffee and strawberry may have been seen as luxury items given that the advert was posted just after the rationing period in Britain
    - - draws the audience's attention to both the chocolates and the logo
    - - shows that the man is attractive to them because of the tin
    - - suggests positivity and fun, is eye catching
    - - Font for the Mackintosh logo is consistent with the other Quality Street adverts
        
        Adds a layer of intertextuality and makes adverts more recognisable to audiences
        
        Creates consistent branding
    - - Alliteration - makes the slogan more memorable and emphasises the taste and variety of sweets on display
      - Double entendre - may refer to the sweets as well as the women, appealing to the heterosexual male demographic + connotes that these chocolates will make you more attractive
    - - Possessive noun implies that this is a family made product with tradition
        
        Sounds British / Scottish so it implies it might've been made in Britain, appealing to post war audiences wanting to celebrate British products
    - - Frame positioned behind the man's head, which resembles a halo. Makes him seem powerful and almost god-like
        
        Frames him as a stereotypical Proppian hero
        
        Women wanting the chocolates portrays them as damsels in distress, needing the hero to take care of them
        
        Proppian princesses
      - Sweets overlap the main image, draws the audience's attention to the bottom section of the advert
      - The position of the tin is in his lap, along with the women's hands, making the product seem seductive and attractive
    - - They appeared on almost all QS adverts prior to this so they serve as an intertextual reference to other ads for QS and may connote tradition
        
        suggest the brand has been successful for a long period of time, further strengthening its value
  - - - Suit and tie to indicate that he is professional, sophisticated and possibly wealthy
        
        Representation of men as powerful and dominant reflects the historical context of the 1950s when patriarchal ideas about gender roles were very common
      - His position in the centre with the other characters pointing towards him, signify that he is important
      - Regency soldier's outfit presents men as being physically strong, high status, and capable of aggression
    - - Women's dresses emphasise their femininity, and the fact they aren't represented as 'professionally' as the man
      - The colourful costumes anchored by the slogan might connote that women are objects to be 'chosen' by men
- - - - Small size and corner placement of company logos suggests that the purpose of the advert isn't to tell a product or brand, but a message
      - encourages audience not to sexualise her
    - - 'Girl' might connote to audiences that exercise will make them feel more youthful
  - - - reflects the research Sports England did that discovered women were worried about their appearance when exercising