Language

• The anchorage of the gold frame has connotations of royalty and wealth as well as creating a halo effect around the man and the product
• There is a typical triangular geometric composition of the poster to help secondary anchorage of the product. The actual product takes central framing
• Typography is strong, forming the bottom third of the poster, and the strong purple colour stands out to draw the consumers’ eyes to the name
• There is a hand-drawn artistic nature of the design, and there is a rich colour palette of primary and secondary colours which links to post-war consumerist culture
• There are persuasive language techniques such as alliteration, emotive language and superlatives which are all indicative of a well-read educated audience; further enhanced by the bond, serif front styles connoting richness
• Connotations of the female characters being dressed similarly to the sweets that are shown close-up on the bottom third of the poster
• Inference of a dilemma can be investigated at two levels

  -the male ‘hero’ choosing between two ‘damsels in distress’ (Propps)

  -females choosing the chocolate
• Costume and dress of the males indicates the formal nature of his dilemma of choosing between the sweets and the women ; connotations of a higher class and richer society
• This advert shows a patriarchal society
• The characters in the gold frame, Miss Sweetly and Major Quality are part of the brand identity of the product since 1936
• The characters are symbolic of the Regency era of Britain history referenced by the dress codes of the characters in the gold framed picture at the back of the advert