Sociocultural context

• The 1950s saw a change in “high-culture“, a time where fine art, decadence, and theatre that had previously only been accessed by the upper classes and those with money were now going to be made more affordable to the mass audience
• The Conservative Party’s 1951 election campaign was spearheaded by the slogan “Set The People Free” and this supported drastic change as entertainment and arts became more accessible and affordable
• Gender roles in the 1950s were remarkably different to the present day
• The product was designed and planned for working families and the imagery is very aspirational of a higher class which links to the post-war era of Britain. Much of the branding indicates the product was symbolic of elegance and aspiration
• The two female characters appear to be of a lower class than the man in the suit and the man in the suit is a lower class than the characters in the gold frame. The item bringing them all together is the product in the centre