Quality Street Flashcards
Production Context
Made by Mackingtosh in 1936. Chocolate was expensive made to be cheaper.
Social/cultural context
Luxury and high class things were more available. Traditional gender roles: men worked, women stayed at home.
Historical/political context
Rationing had ended=more sugar. The regency era is referred to (Major Quality, Miss Sweetly) - 1950s similar time post war.
Target Audience
Men could buy this for wife/girlfriend. Working educated families due to cheap production costs. Women - fits the idea all women like chocolate.
Representation
Male dominated - he is in control, in higher class, the ‘provider’ and high status. Traditional stereotype
Major Quality - higher class than Miss Sweetley, has power (military uniform) and status.
Women - love chocolate, subserviant body language, please the man, shown as manipulative - distracting man to get sweet
Miss Sweetley - typical feminine colours and showing off skin.
Age - makes young people look fun and exciting
Messages and values
Aspirational messages linked to class - working men can buy an elegant product as a treat for families
Brand identity - luxorious chocolate for a cheaper price, refernces to regency era use of gold and purple
Technical codes
Composition - triangular arrangement of people, halo effect around man, product frame din center = attention
Camera - Mid shot of people
Lower third - where text is
Logo - at bottom in colour (stands out)
Visual codes
Costumes - look like sweets (girls), man in suit = professional/working
Gold - wealth and luxury
Warm colour pallette = attention, wealth
Facial expressions - excited by chocolates
Body language (kiss) - girls stealing sweets, man = happy
Typography - bold, strong, colourful
Written codes
Alliteration - delicious dilemma
Superlatives - delicious, delightful, distinctive
Description of new sweets - we need to buy and try
Formal - educated audience
