Images

• Man in middle in centre of frame (protagonist) wearing suit →positioning represents dominance +power/suit connotes wealth

• tin positioned 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)→a period of culture and prosperity/ intertexual reference to other ads →connotes success

Layout and Design

• Purple of the logo - connotes royalty and sophistication

• bright colours + high key lighting →connotes positivity & fun

• rich colour palette →connotes upper class

• serif font →connotes formality

• gold frame → connotes luxury, richness, power

Language

• designed to be persuasive to audience

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

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

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