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 triangulargeometric 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-warconsumerist culture
There are persuasive language techniques such as alliteration, emotive language and superlatives which are all indicative of a well-readeducated 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