representation Flashcards
(29 cards)
social + cultural context:
what was remarkably different to the present day than in the 1950s?
gender roles
social + cultural context:
what was the product itself designed and planned for?
working families
social + cultural context:
what is the imagery of?
imagery is very aspirational of a higher class which links to the post-war era in britain
social + cultural context:
what does much of the branding indicates?
that the product was symbolic of elegance and aspiration
social + cultural context: what do the two female characters appear to be of than the man?
appear to be of a lower class than the man in the suit
but the man in the suit is of a lower class than the two characters in the gold frame
social + cultural context: what does the item bring all of of?
brings all of these classes together is the product in the centre of the image
gender: what does the image suggest?
a male dominated society with regards to ‘choice’
he is in control of the product and is centrally frames,
links to the mulvey’s male gaze in relation to the framing (feminist theoretical perspective
gender: what does the image of the male character anchors?
the audience’s eyes to the product which has a significant phallic symbolism
gender: what does the dress code relates to?
the modern working businessman who may be the ‘provider’ of the brand
gender: what are the two stereotypes of the women being relied upon in the advert?
- that of their need for chocolate, a common and very traditional stereotype that still exists today
- their subservient body language to the dominant man. The implication is that to be successful you will need to be romantically led by a man.
subservient
willing to do what other people want
gender: what is the secondary and deeper analysis of the women being stereotyped?
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.
This advert could be seen to be representative of the way in which society was moving at this time.
gender: what does the historical representations of the regency characters show?
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.
age: what is this advert purposely for?
younger to middle aged adults (25-40)
age: what is the target audience see themselves?
see themselves in the characters in the main section of the advert
why were women often depicted as homemakers and hostesses?
Quality Street ad from this time, women might have been shown as gracious hostesses, offering Quality Street chocolates to guests at social gatherings or serving them at family events. The message might have conveyed that Quality Street chocolates were an essential part of a woman’s role in creating a warm and welcoming home.
why were women often emphasised on elegance and grace?
In a Quality Street ad, women might have been portrayed as sophisticated and refined, highlighting the idea that serving or gifting these chocolates was a way to enhance one’s grace and social standing.
why were women frequently portrayed as nurturing and caring?
In a Quality Street ad, women might have been shown sharing a moment of tenderness with children, highlighting the brand’s role in creating cherished family memories.
why were women a subtle appeal to female independence?
While the 1950s were characterized by traditional gender roles, there were also subtle hints of female independence emerging. An ad might have suggested that women, as consumers, had the power to choose and indulge in Quality Street chocolates on their terms, even if they primarily focused on family and home.
explain the kitchen appliances and cookware ads to understand the role of the housewife and would provide for the man of the house
depicted women as the homemakers responsible for preparing meals to please their husbands and families. These ads often featured content like “Make Your Husband Happy with Our Product” or “Show Your Love by Cooking Delicious Meals.” Brands like General Electric and Westinghouse promoted their products with these messages.
explain the cleaning and household products to understand the role of the housewife and how they would provide the man of the house
emphasized that a clean and well-organized home was a source of pride for women, and by extension, it made their husbands happy. Brands like Lysol and Mr. Clean used slogans like “A Happy Husband, a Clean Home” to suggest that using their products would lead to domestic bliss.
explain the home decor and furnishings to understand the role of the housewife and how they would provide the man of the house
encouraged women to create an inviting and comfortable home environment for their families. Messages such as “Your Family Deserves the Best” or “Make Your Home a Haven” implied that women had the responsibility to provide a welcoming space for their husbands and children. Brands like Armstrong and Macy’s promoted these ideas.
explain the personal care and beauty products to understand the role of the housewife and how would they provide the man of the house
women were required to maintain their appearance to please their husbands
Ads for products like Revlon and Maybelline featured slogans like “Stay Beautiful for Him” or “Look Your Best to Keep His Love.”
explain the food and beverage ads to understand the role of the housewife and how would they provide the man of the house
depicted women as those who were responsible for meal planning and preparation.
Brands like Campbell’s Soup and Jell-O focused on quick and easy recipes that would satisfy the family, portraying women as capable homemakers who could effortlessly meet their husbands’ and children’s dietary needs.
