Quality Street: Representation Analysis (WJEC Eduqas GCSE Media Studies): Revision Note

Representation Analysis

• The set text is designed to help you consider how historical context influences production

• The advert is designed in a way that represents women, consumerism, cultural values and even the brand identity of Quality Street itself in a very different way to today

Gender

• The advert shows a male-dominated society 

• The man is in the centre, controlling the product, showing he has power which links to Laura Mulvey’s male gaze theory

• The man guides the viewer’s eyes towards the chocolate, which is shown in a way that symbolises male power

• The man’s dress code makes him look like a modern businessman and the “provider” of the product

• The advert also uses stereotypes of women:

  • That women “need” chocolate

  • That women are shown as submissive, looking up to the man

  • It suggests women succeed by being romantically led by a man

• There is also a hint that the women might be manipulating the man to get the chocolate (the “prize”), evidencing some changing gender attitudes at the time

• The Regency characters in the gold frame show traditional gender roles:

  • Miss Sweetly is shown with feminine colours and some flesh showing

  • Major Quality wears a formal uniform that shows power

Ideology

• The advert promotes the ideology that happiness comes from sharing luxury products with others

• It reinforces traditional family and social values, which were common in the 1950s

• The advert also suggests that buying Quality Street is a way to show generosity and good hospitality

How have adverts changed since the 1950s?

• Contemporary adverts tend to represent more diverse lifestyles and informal social situations

• Advertising is more likely to show men and women equally involved in social situations, reflecting modern views on gender equality

• Today, the Quality Street brand identity is more about nostalgia, celebration and colourful variety, widening appeal to a more modern audience