Component 1: Advertising (Quality Street and This Girl Can)

Question 1

What is the purpose of the This Girl Can campaign?

Answer 1

To break down the primary barrier holding women back from participating in sport – the fear of judgement.

Question 2

Who developed the This Girl Can campaign?

Answer 2

Sport England and a wide range of partnership organisations.

Question 3

What is the primary funding source for the This Girl Can campaign?

Answer 3

The National Lottery.

Question 4

How many fewer women aged 14-40 participate in sport regularly compared to men?

Answer 4

Two million fewer.

Question 5

What percentage of women expressed a desire to participate more in sport and physical activity?

Answer 5

13 million women.

Question 6

What is the number one barrier for women participating in physical activity?

Answer 6

Fear of being judged.

Question 7

How many women have started exercising as a result of the This Girl Can campaign?

Answer 7

1.6 million women.

Question 8

What other campaign was released by Nike shortly after This Girl Can?

Answer 8

Better for it.

Question 9

Describe the image used in the This Girl Can advert.

Answer 9

A mid-shot of a woman in her thirties, exercising, not a celebrity, relatable.

Question 10

What does the campaign’s mantra ‘Sweating like a pig, feeling like a fox’ imply?

Answer 10

Embracing sweat and physical activity can lead to health and attractiveness.

Question 11

What does the phrase ‘This Girl Can’ signify in the context of the campaign?

Answer 11

A positive statement reinforcing determination and encouraging women to succeed in sport.

Question 12

What is the function of the hashtag ‘#thisgirlcan’ in the advert?

Answer 12

To connect readers to the campaign’s social media and foster community.

Question 13

What stereotype does the This Girl Can campaign aim to challenge?

Answer 13

The stereotype that women are the weaker sex and less successful in sports.

Question 14

How does the campaign portray women in its imagery?

Answer 14

As independent, confident, and happy.

Question 15

What does the use of the term ‘girl’ in the campaign signify?

Answer 15

An all-encompassing term targeting the whole female population.

Question 16

True or False: The campaign uses glossy finishes typical of high-end sporting brands.

Answer 16

False.

Question 17

What does the campaign’s focus on ‘real’ women suggest?

Answer 17

It aims to show aspirational role models that the audience can relate to.

Question 18

Fill in the blank: The This Girl Can campaign was developed in conjunction with a wide range of _______.

Answer 18

[partnership organisations].

Question 19

What does the campaign hope to achieve by portraying women positively?

Answer 19

To challenge sexism and male dominance in sport.

Question 20

What is the origin year of Quality Street sweet tin?

Answer 20

1936

Question 21

Who is the creator of Quality Street?

Answer 21

Harold Mackintosh

Question 22

What inspired the name Quality Street?

Answer 22

A play by J.M Barrie

Question 23

In the 1930s, who could afford chocolate boxes?

Answer 23

Only the wealthy

Question 24

What societal change occurred by the 1950s regarding chocolate?

Answer 24

Luxuries were once again becoming acceptable in grocery shopping

Question 25

Which historical period does the Quality Street brand reference?

Answer 25

The Regency era

Question 26

What characterizes the Regency era in British history?

Answer 26

A period of elegance in Fine Art and Architecture

Question 27

What technological advancement is mentioned in relation to the Regency era?

Answer 27

The steam-powered printing press

Question 28

What change occurred in 'high culture' during the 1950s?

Answer 28

Arts became more accessible and affordable to the mass audience

Question 29

What slogan did the Conservative Party use in their 1951 election campaign?

Answer 29

Set the People Free

Question 30

What is the significance of the gold frame in the advert?

Answer 30

Connotations of a halo effect around the man and the product

Question 31

What type of composition is used in the Quality Street advert?

Answer 31

Typical triangular geometric composition

Question 32

What role does typography play in the advert?

Answer 32

Strong typography forms the bottom third of the poster

Question 33

What color is prominently used in the typography of the advert?

Answer 33

Strong purple

Question 34

What does the hand-drawn design of the advert link to?

Answer 34

Post-war consumerist culture

Question 35

What persuasive language techniques are used in the advert?

Answer 35

Alliteration, emotive language, superlatives

Question 36

What narrative theory is applied to the male character's choice in the advert?

Answer 36

Propp’s theory

Question 37

What does the male character's costume indicate?

Answer 37

Connotations of a higher class and richer society

Question 38

What type of narrative is prevalent in the advert?

Answer 38

Patriarchal narrative

Question 39

Who are the characters in the gold frame of the advert?

Answer 39

Miss Sweetly and Major Quality

Question 40

What does the imagery in the advert suggest about gender roles?

Answer 40

A male dominated society regarding ‘choice’

Question 41

What is the implication of the male character's phallic symbolism?

Answer 41

Anchors the audience’s eyes to the product

Question 42

What stereotypes do the female characters in the advert represent?

Answer 42

Need for chocolate and subservient body language

Question 43

What is the target audience age range for the advert?

Answer 43

Young to middle-aged adults (25–40)

Question 44

What does the dress code of the male character represent?

Answer 44

The modern working businessman

Question 45

What is a key area for further investigation regarding the advert?

Answer 45

The role of women in advertising

Question 46

Fill in the blank: The characters Miss Sweetly and Major Quality are part of the brand _______.

Answer 46

Identity