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Quality Street Adverts - Media Studies GCSE Notes

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Film, Media and Photography

19/02/2023

Media Studies

Quality Street - Knowledge Organiser (Media Studies Eduqas GCSE)

Quality Street Adverts - Media Studies GCSE Notes

The Quality Street advert from 1956 is a classic example of mid-20th century advertising, reflecting the social norms and marketing strategies of the era. This 1950s Quality Street advert analysis provides insights into the representation of gender roles, class dynamics, and consumer culture in post-war Britain.

Key points:

  • Created in 1936, inspired by J.M. Barrie's play
  • Targeted working-class consumers in post-rationing society
  • Features Regency-era aesthetics and characters
  • Employs sophisticated typography and color symbolism
  • Reflects gender roles and social expectations of the 1950s
  • Utilizes various media theories in its composition and messaging
...

19/02/2023

931

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Quality Street Adverts - Media Studies GCSE Notes

The Quality Street advert from 1956 is a classic example of mid-20th century advertising, reflecting the social norms and marketing strategies of the era. This 1950s Quality Street advert analysis provides insights into the representation of gender roles, class dynamics, and consumer culture in post-war Britain.

Key points:

  • Created in 1936, inspired by J.M. Barrie's play
  • Targeted working-class consumers in post-rationing society
  • Features Regency-era aesthetics and characters
  • Employs sophisticated typography and color symbolism
  • Reflects gender roles and social expectations of the 1950s
  • Utilizes various media theories in its composition and messaging
...

19/02/2023

931

 

10/11

 

Media Studies

27

Context
- Tin created by Mackin Tosh
- Created in 1936
- Inspired by a play from J.M Barrie
Only wealthy could afford chocolate until
1950s

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Quality Street 1950s Advert Analysis

The 1956 Quality Street advert is a rich source for Media Studies, offering insights into post-war British society and advertising techniques. This analysis explores the context, wording, media language, representation, and relevant theories.

Context

The Quality Street brand, created by Mackintosh in 1936, was inspired by a J.M. Barrie play. In the 1950s, as society emerged from rationing, the brand targeted a broader audience.

Highlight: The advert aimed to appeal to the working class while maintaining an air of elegance associated with traditional chocolate consumers.

The advertisement reflects the social dynamics of the time, including:

  • A significant divide between rich and poor
  • Traditional gender roles with men holding more power
  • A society still recovering from war
  • An increased focus on family life

Wording and Visual Elements

The advert's text and visual design are carefully crafted to appeal to consumers:

Vocabulary: "Dilemma" in the phrase "What a delicious dilemma!" could suggest either a man choosing between two women or the difficulty in selecting from various chocolates.

  • Sophisticated fonts convey elegance
  • Purple, a royal color, stands out against the white background
  • The slogan "Delightfully different" is memorable and suggests variety

Example: The brand name "Quality Street" is presented in the largest font, emphasizing brand recognition.

Media Language

The advert's structure and composition are designed to maximize impact:

  • A gold frame creates a halo effect around the man and product
  • Triangular composition draws the eye to the central figure
  • The product is strategically placed at the bottom of the advert

Definition: Intertextuality is used through the inclusion of Miss Sweetly and Major Quality, characters familiar from other Quality Street advertisements.

Representation

The advert reflects and reinforces societal norms of the 1950s:

  • Depicts a male-dominated society with the man in control
  • Women are shown attempting to distract or manipulate the man
  • The man's attire suggests a working businessman, potentially the "provider"

Highlight: The advertisement targets 24-40 year-olds who might identify with the depicted lifestyle and aspirations.

Theories

Several media theories can be applied to analyze this advert:

Example: Propp's character types are evident, with the man as the "hero" and the women as "damsels in distress."

  • Laura Mulvey's Male Gaze theory is applicable, as men viewing the ad might aspire to be like the central male figure
  • Goffman's theory on gender advertisements is relevant, showing idealized rather than realistic behavior
  • Liesbet Van Zoonen's work on the sexualization of women in media is also pertinent

This Quality Street eduqas fact sheet analysis provides valuable insights for GCSE media gender representation studies and demonstrates the rich content available in historical advertisements for Media Studies GCSE coursework.

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Knowunity is the #1 education app in five European countries

Knowunity has been named a featured story on Apple and has regularly topped the app store charts in the education category in Germany, Italy, Poland, Switzerland, and the United Kingdom. Join Knowunity today and help millions of students around the world.

Ranked #1 Education App

Download in

Google Play

Download in

App Store

Knowunity is the #1 education app in five European countries

4.9+

Average app rating

17 M

Pupils love Knowunity

#1

In education app charts in 17 countries

950 K+

Students have uploaded notes

Still not convinced? See what other students are saying...

iOS User

I love this app so much, I also use it daily. I recommend Knowunity to everyone!!! I went from a D to an A with it :D

Philip, iOS User

The app is very simple and well designed. So far I have always found everything I was looking for :D

Lena, iOS user

I love this app ❤️ I actually use it every time I study.