2.4.3

Quality Street - Representation

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Representation and Target Audience

Representation in the advert conforms to stereotypical gender roles. The advert is purposefully targeting an audience aged 25-40 which is reflected in the character choice of this advert.

Male gaze theory

Male gaze theory

  • The centring of the man combined with the choice he is offered between the women suggests a male dominated society.
  • Laura Mulvey’s male gaze theory can be applied to the advert as women seem to be sexualised and shown as objects as they are both focused on the man.
Mode of address

Mode of address

  • The women’s body language is also subservient as they are placed around the man and infers that the women need to attract a man to be happy and successful in society.
  • The man anchor’s the audience eye to the product through a non-direct mode of address which can have phallic symbolism.
Dominant ideology

Dominant ideology

  • The clothing of the women, which is mainly red, can have connotations of passion, romance and desire.
  • The women are represented in a stereotypical light through suggesting all women love chocolate and all women need a man.
  • This advert can reinforce dominant ideology and suggest that women should cater for the needs of men.
Miss Sweetly

Miss Sweetly

  • Miss Sweetly is represented differently to the two main women.
  • She is wearing a pastel purple which has strong connotations of femininity and elegance in comparison to the red costumes.
  • She also has much more flesh on shown, perhaps to reinforce her role as an object to be gazed at during the time period.
Target audience

Target audience

  • The advert is purposefully targeting an audience aged 25-40 which is reflected in the character choice of this advert.
  • In this light, the characters can act as audience surrogates, meaning the audience can see themselves in the main characters.
Aspirations

Aspirations

  • The choice in characters can be seen as aspirational. The man appears to be of a higher class to the women as he is in a formal business suit, suggesting the women are lower class and have climbed the social ladder.
  • The aspiration attached to higher class life could be purposely intended as the Quality Street product was aimed towards working class families the 1950’s was characterised by its period of change and progression within society available.
Jump to other topics
1

Overview

1.1

Media Language

1.1.1Media Language1.1.2Media Language 2
1.2

Audience

1.2.1Audiences1.2.2Audiences 21.2.3End of Topic Test - Media Language & Audience
1.3

Representation

1.3.1Stereotypes1.3.2Gender1.3.3Audiences
1.4

The Media Industry

1.4.1Media Industries1.4.2Ownership1.4.3Funding & Regulation1.4.4End of Topic Test - Representation/Media Industry
2

Component 1: Section A

2.1

Magazines - Vogue

2.1.1Magazines2.1.2Vogue - Context2.1.3Vogue - Narrative2.1.4Vogue - Representation
2.2

Magazines - GQ

2.2.1GQ - Context2.2.2GQ - Narrative2.2.3GQ - Representation
2.3

Advertising & Marketing

2.3.1Advertising & Marketing2.3.2Analysing Adverts2.3.3Analysing Adverts 22.3.4Theories & Principles2.3.5End of Topic Test - Magazines & Advertising
2.4

Print Advertisements - Quality Street

2.4.1Quality Street - Context2.4.2Quality Street - Narrative2.4.3Quality Street - Representation
2.5

Print Advertisements - (2026 Exams) This Girl Can

2.5.1This Girl Can - Context2.5.2This Girl Can - Narrative2.5.3This Girl Can - Representation
2.6

Print Advertisements - (2027 Exams) NHS 111

2.6.1NHS 111 - Context2.6.2NHS 111 - Narrative2.6.3NHS 111 - Representation
2.7

Film Posters (Marketing)

2.7.1The Man with The Golden Gun2.7.2The Man with The Golden Gun 2
2.8

Film - No Time To Die

2.8.1Context2.8.2Narrative2.8.3Representation
2.9

Newspapers

2.9.1Ownership & Regulation2.9.2News Selection2.9.3Media Language2.9.4Genres2.9.5Newspaper Conventions2.9.6Representation2.9.7Audience2.9.8Theories2.9.9End of Topic Test - Newspapers
2.10

The Sun

2.10.1Context2.10.2Narrative2.10.3Language & Images
2.11

The Guardian

2.11.1The Guardian2.11.2Narrative2.11.3Language & Images
2.12

(2028 Exams) The Sun

2.12.1The Sun - Context2.12.2The Sun - Narrative2.12.3The Sun - Representation
2.13

(2028 Exams) The Guardian

2.13.1The Guardian - Context2.13.2The Guardian - Narrative2.13.3The Guardian - Representation
3

Component 1: Section B

3.1

Video Games

3.1.1Video Games
3.2

Video Games - Fortnite

3.2.1Fortnite (2017) - Media Industries3.2.2Fornite (2017) - Audience
3.3

Film

3.3.1The Big Six3.3.2Technology3.3.3End of Topic Test - Video Games & Films
3.4

Radio

3.4.1The Radio Industry3.4.2Categories of Radio Station3.4.3Technology & Radio Audiences3.4.4Theories3.4.5End of Topic Test - Radio
3.5

Radio - The Archers

3.5.1Production3.5.2Media Industries3.5.3Media Contexts3.5.4Audiences 13.5.5Audiences 2
3.6

(2027 Exams) Radio - Desert Island Discs

3.6.1Media Industries3.6.2Audiences3.6.3Media Contexts
4

Component 2: Section A

4.1

Television

4.1.1The Television Industry4.1.2Types of Broadcasting4.1.3Media Language & TV4.1.4Representation & Audiences4.1.5Theories
4.2

Sitcom

4.2.1Sitcoms4.2.2Friends4.2.3Friends 24.2.4End of Topic Test - Sitcoms & Friends
4.3

Sitcom - Modern Family

4.3.1Media Language4.3.2Representation4.3.3Media Industries4.3.4Audiences4.3.5Media Contexts
4.4

Sitcom - Man Like Mobeen

4.4.1Media Language4.4.2Representations4.4.3Media Industries
4.5

(2026 Exams) Luther

4.5.1Context4.5.2Media Language4.5.3Representation4.5.4Audience4.5.5Industry
4.6

The Sweeney

4.6.1Context4.6.2Media Language4.6.3Representation4.6.4Audience4.6.5Industry
5

Component 2: Section B

5.1

Music Video

5.1.1Music Videos5.1.2The Music Industry
5.2

Lizzo - 'Good as Hell'

5.2.1Context5.2.2'Good as Hell'5.2.3Media Language5.2.4Representation5.2.5Audience5.2.6Industry
5.3

Taylor Swift - 'The Man'

5.3.1Taylor Swift5.3.2Media Language5.3.3Representation5.3.4Audiences5.3.5Media Industries5.3.6Media Contexts
5.4

Stormzy - 'Superheroes'

5.4.1Stormzy5.4.2Media Language5.4.3Representation5.4.4Audiences5.4.5Media Industries5.4.6Media Contexts
5.5

Justin Bieber - 'Intentions'

5.5.1Justin Bieber5.5.2Media Language5.5.3Representation5.5.4Audiences5.5.5Media Industries5.5.6Media Contexts
5.6

TLC - 'Waterfalls'

5.6.1TLC5.6.2Media Language5.6.3Representation5.6.4Media Contexts
5.7

Duran Duran - 'Rio'

5.7.1Duran Duran5.7.2Media Language5.7.3Representation5.7.4Media Contexts
5.8

Online Media - Lizzo

5.8.1Media Language5.8.2Representation5.8.3Audiences5.8.4Media Contexts & Industries
5.9

Online Media - Taylor Swift

5.9.1Media Language5.9.2Representation5.9.3Audiences5.9.4Media Contexts & Industries
5.10

Online Media - Stormzy

5.10.1Media Language5.10.2Representation5.10.3Audience5.10.4Media Context & Industries

Practice questions on Quality Street - Representation

Can you answer these? Test yourself with free interactive practice on Seneca — used by over 10 million students.

  1. 1
    Who's male gaze theory can be applied to the Quality Street advert?Multiple choice
  2. 2
    What colour is Miss Sweetly's dress in the Quality Street advert? Multiple choice
  3. 3
    What age of audience is the Quality Street advert targeting?Multiple choice
  4. 4
    Who was the target audience of the Quality Street advert?Multiple choice
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Quality Street - Narrative

This Girl Can - Context