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.