QUALITY STREET
Product Context
The Quality Street sweet tin, created by Mackintosh in 1936, was named after a play by J.M. Barrie. During the 1930s, chocolates were expensive and only the wealthy could afford them. Harold Mackintosh changed this by offering affordable chocolate boxes for working families. By the 1950s, when this advertisement was produced, Britain had come out of wartime rationing, and luxuries such as chocolate were becoming affordable and normal in grocery shopping. This specific advertisement taps into themes of luxury and class, which were important as society began to rebuild after the war. The ad uses traditional imagery, linking the product to a sense of history and class.
Media Language: How Media Creates Meaning
Historical Context: The Regency Era
The characters in the advert, Major Quality and Miss Sweetly, represent the Regency era in British history, which took place between 1811 and 1837, under the rule of Prince Regent (later George IV). This was a time of elegance and refinement, particularly in art, architecture, and fashion. The Regency era was also a period of technological advancements, such as the steam-powered printing press, which helped spread ideas and culture. The choice of Regency characters is important because it reflects the association between wealth, class, and sophistication—qualities that Mackintosh wanted people to associate with Quality Street chocolates. By the 1950s, many British people longed for the refinement and class that the Regency era symbolized. It also aligns with the post-war shift, where people were beginning to enjoy luxuries again after years of scarcity.
Social and Cultural Context: The 1950s
In the 1950s, British society experienced a shift in class and culture. Fine art, theatre, and other elements of "high culture" became more affordable and accessible to the middle class. The Conservative Party's 1951 campaign slogan, “Set the People Free,” symbolized this social shift. Mackintosh's Quality Street tapped into this change by marketing affordable chocolates as a small luxury for everyday people, blending aspirational marketing with working-class accessibility.
Key Elements of the Advertisement
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Gold Frame: The gold frame surrounding the man and the product conveys wealth and importance, suggesting that the chocolates are a luxury item. The frame’s halo effect around the central figures elevates their status, implying a higher social class.
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Triangular Composition: The advert uses a triangular layout, with the product placed at the center. This guides the viewer’s eyes directly to the chocolates, reinforcing the idea that the sweets are the focal point and bringing all social classes together.
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Typography: The bold purple typography takes up the bottom third of the advert, drawing attention to the brand name. Purple, often associated with royalty and luxury, suggests that Quality Street chocolates offer a rich, indulgent experience. The strong, serif font gives an air of formality and tradition.
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Hand-Drawn Style: The ad’s artistic, hand-drawn nature and vibrant colors mirror the consumerism of the post-war era, where rich, saturated colors were used to create appealing and eye-catching designs.
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Persuasive Language: Techniques like alliteration and emotive language are used to appeal to an educated audience. Words like "quality" and "sweet" imply indulgence, richness, and satisfaction.
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Representation in the Quality Street Advert
Gender Roles
The advertisement reflects the patriarchal society of the 1950s, with the man holding central power in the image. He is positioned as the decision-maker, choosing between two women, which fits Propp’s theory of the hero’s journey—where the male hero must resolve a dilemma. This power dynamic aligns with Mulvey’s Male Gaze theory, where the women are depicted as objects of male desire. Both female characters are depicted in glamorous but submissive poses, reinforcing traditional gender roles. The women’s clothing, which resembles the bright, shiny wrappers of the chocolates, further suggests they are ornamental, to be admired and consumed like the sweets. Their body language and proximity to the man emphasize their subservience, relying on the male figure for validation.
Class Representation
The advert cleverly plays with class, showing different layers of society. The man is middle-class, dressed in a suit, while the two women are presented as being of a lower class than him, shown vying for his attention. In contrast, the Regency-era characters in the golden frame are from the upper class, reinforcing the idea that Quality Street chocolates are a product that connects all classes. The luxury of the product allows it to bridge the gap between social groups.
Further Investigation and Analysis
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Intertextuality: Major Quality and Miss Sweetly have been central to the Quality Street brand since its creation in 1936. The choice to continue using these characters in the 1950s suggests a desire to maintain a link to the brand’s heritage while appealing to contemporary values of luxury and class.
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Representation of Age: This advert targets a young to middle-aged adult audience, likely between the ages of 25 and 40. You could compare this with other Quality Street ads from the same campaign that feature older characters, possibly highlighting different demographics and consumer needs.
Suggestions for Further Study:
To better understand the role of women in 1950s advertising, you might explore ads from the same era that show women as housewives. These ads often depict women as subservient to men, reinforcing traditional gender roles. Comparing these ads with modern advertisements could show how the portrayal of gender has changed over time. This ad serves as an example of how media can reflect and influence social values, using imagery, historical references, and persuasive techniques to connect with audiences across different time periods.
CHECK YOUR LEARNING
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What was Harold Mackintosh's main goal when he created Quality Street chocolates in 1936? How did this goal align with changes in British society in the 1950s?
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Who are the two Regency-era characters featured in the Quality Street advert? Why do you think they were chosen to represent the brand?
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How does the advertisement use the gold frame around the man and the chocolates? What does this design element symbolize?
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Explain how the triangular composition of the advert helps direct the viewer's attention. What is the significance of placing the product at the center of the image?
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How does the use of purple typography at the bottom of the advert contribute to the overall message of the advertisement?
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In what ways are the female characters in the advert stereotyped? How does their portrayal reflect the gender roles of the 1950s?
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How does the ad represent social class, particularly in relation to the man, the two women, and the Regency characters in the gold frame?
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Describe how the Quality Street advert connects to both the Regency era and the cultural context of the 1950s. Why might the brand have chosen to link these two time periods?
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How does Mulvey’s 'Male Gaze' theory apply to this advert? What role does the man play in the representation of power and gender?
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What is the significance of linking the women’s costumes to the wrappers of the chocolates? How does this affect the representation of the female characters?
