Component 1 - Quality Street 

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6 Terms

1

Product Context

  • Created in 1936 to sell more reasonable cost to appeal to working families

  • 1930s, chocolate → only affordable to wealthy people

  • Post-rationing period (1950s) → luxuries, acceptable part of grocery shopping

  • Creator Mackintosh → aimed to make QS more accessible to working families

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2

Historical context

  • Brand icons → Regency Era → elegance in Fine Art and Architecture

  • Similar to 1950s in terms of social; cultural development

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3

Social; cultural context

  • supported drastic change in entertainment; arts accessibility; affordability

  • Gold frame → halo effect around man; product

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4

Language

  • persuasive to audience

  • Alliteration of “delicious dilemma” →make you more attractive if buying them

  • “delightfully different” →memorable + connotes taste & variety in tin

  • adjectives ‘delicious’ + ‘dilemma’ → chocolate being luxurious

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5

Layout and design

  • Purple logo → royalty and sophistication

  • bright colours + high key lighting → positivity & fun

  • rich colour palette → upper class

  • serif font → formality

  • gold frame → luxury, richness, power

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6

Images

  • Man in centre of frame (protagonist) wearing suit → dominance + wealth

  • tin in middle of frames/repeated images of chocolate → informs demographic; encourages them to buy product

  • two women are seen beside man kissing him →reinforces stereotypes of women being damsels in distress →them needing chocolate/man needing women (doesn’t relate to male gaze theory cause focus ain’t on bodies)

  • Regency figures (woman wearing purple, man wearing soldier suit)→ period of culture and prosperity/ intertexual reference to other ads →connotes success

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