The Quality Street Advert

• What is the name of the sweet tin made by Mackintosh?


  Quality Street
• In what year was Quality Street originally created?


  1936
• What inspired the name "Quality Street"?

  The name was inspired by a play by J.M. Barrie.
• What was the aim of Harold Mackintosh in creating Quality Street?


  To sell chocolate boxes at a more reasonable cost for working families.
• How did the societal context change by the 1950s regarding luxury items?


  Society was in a post-rationing period where luxuries became acceptable in grocery shopping.
• What historical period do the icons of the Quality Street brand represent?

  The Regency era of British history.
• What characterized the Regency era in Britain?


  A period of elegance in Fine Art and Architecture.
• What technological development occurred during the Regency era?


  The steam-powered printing press.
• How does the 1950s compare to the Regency era in terms of social and cultural development?


  Both periods experienced significant social and cultural development.
• What change occurred in "high culture" during the 1950s?

  Fine art and theatre became more accessible to the mass audience.
• What was the slogan of the Conservative Party’s 1951 election campaign?


  “Set the People Free”
• What are the key components of media language in the Quality Street advert?


  • Structure and design: gold frame, triangular composition, central framing
  • Typography: strong purple color, bold serif font
  • Artistic design: hand-drawn style, rich color palette
  • Persuasive techniques: alliteration, emotive language, superlatives
• What does the gold frame in the advert signify?

  It connotes a halo effect around the man and the product.
• How does the typography in the advert draw consumer attention?


  The strong purple color and bold font stand out to draw the consumer's eyes.
• What does the hand-drawn artistic nature of the design link to?


  It links to the post-war consumerist culture.
• What narrative is suggested by the female characters' dress in the advert?


  They are dressed similarly to the sweets, creating a visual connection.
• What two levels of dilemma can be inferred from the male character's choice?


  Choosing between two 'damsels in distress' and females choosing the chocolate.
• What does the costume of the male character indicate?


  It indicates the formal nature of his dilemma and connotes a higher class.
• What type of narrative is present in the advert?


  A patriarchal narrative, common in similar adverts of the time.
• Who are the characters in the gold frame of the advert?

  Miss Sweetly and Major Quality.
• What do the characters in the advert symbolize?

  They symbolize the Regency era of British history.
• What are the key aspects of gender representation in the Quality Street advert?


  • Male character controls the product and is centrally framed.
  • Women exhibit traditional stereotypes of needing chocolate.
  • Subservient body language of women to the dominant man.
  • Implication of romantic manipulation to access the product.
• How does the male gaze theory apply to the advert?


  The male character anchors the audience's eyes to the product, suggesting control.
• What does the dress code of the male character represent?

  It relates to the modern working businessman as the 'provider' of the brand.
• What stereotypes do the female characters rely on in the advert?


  Need for chocolate and subservient body language to the dominant man.
• What deeper analysis can be made regarding the female characters in the advert?

  They distract the man through romance to access the product.
• What do the historical representations of the Regency characters signify?


  They show typical strong feminine colors and the importance of their relationship.
• How does the advert target age demographics?


  It is purposely aimed at young to middle-aged adults (25–40).
• What are possible areas for further investigation regarding the Quality Street advert?


  • The role of women in advertising.
  • Examples of early 1950s advertising to understand the housewife's role.
• What is nostalgia used for in advertising?


  To create a sense of familiarity and comfort, fostering brand recognition and loyalty
• What does nostalgia evoke in people?


  Memories of the past, shared experiences, and emotions
• In the context of Quality Street advert?


  To tap into memories of childhood and the joy of sharing chocolates with loved ones
• Why is nostalgia effective in advertising?


  It creates an emotional connection with the audience, making them more receptive to the brand message
• Which historical era is Quality Street's advert set in?

  The Regency era, inspired by Georgian architecture and refined etiquette
• What is the main inspired by the Regency era?

  Elegance, sophistication, and refinement, aligned with the brand's upscale image
• What does the Regency era evoke in the Quality Street adverts?


  A sense of luxury, exclusivity, and tradition, making Quality Street chocolates seem like a premium indulgence