Representation

• Image suggests a male-dominated society with regard to 'choice' - he is in control of the product and is centrally framed. This links to Mulvey's male gaze theory in relation to framing. The male character anchors the audience's eyes to the product which has significant phallic symbolism
• The dress code relates to the modern working businessman who may be 'provider' of the brand
• The women have two stereotypes being relied upon in the advert: firstly, that of their need for chocolate, a common and very traditional stereotype that still exists today, and secondly their subservient body language to the dominant man. The implication is that to be successful you will need to be romantically led by a man
• The secondary and deeper analysis is that there is a sense of manipulation with the women distracting the man through romance to access the 'prize' that is the product in the gentleman's lap. This advert could be seen as a representative of the way in which society was moving at the time
• The historical representations of the Regency characters show typical strong feminine colours, and the showing of flesh for Miss Sweetly, and the formal uniform dress of Major Quality signify importance and power in their own relationship
• The advert is purposely for young to middle-aged adults (25-40), and the target audience could see themselves in the characters in the main section of the advert