You will study this print advertisement for Quality Street from the 1950s. • Dress codes, including clothing, hair and make-up, convey messages about people in a media product, for example: • If a person is dressed smartly, it might suggest that they are neat and tidy, or that they care about their image. • A business suit might connote that a person has a responsible and well-paid job, that they are professional. • A particular style of clothing could identify a person with a social group. Ripped T-shirts and leather jackets, for example, are associated with ‘punk’ culture and could be used to connote rebelliousness. • Typically fashionable clothing might suggest that a person wants to ‘fit in’ and follow the latest trends. • Hair and make-up can also be used to convey elements such as personality or social status. Edward Scissorhands’ wild hair, for example, connotes his troubled mind, and pale make-up suggests he has been shut away from society. The scissorhands are a sign that he was unloved and they form a barrier between him and people who often see him as a threat, while he is actually a sensitive, gentle young man. Analysis of visual codes in a set product: Quality Street advert This advert for Quality Street uses bright colours to connote the pleasure of eating the chocolates. The two main females’ dress codes match the colours of the sweet wrappers: the female on the left wears red, green and white, similar to the strawberry chocolate, while the female on the right wears a long red dress and has golden hair, reflecting the Harrogate toffee. This connotes that the man in the image is making a decision about which female to choose, as well as which chocolate. The man wears a pinstriped suit and tie: formal clothing typical of the 1950s. The couple in the gold picture frame wear clothing that connotes history and upper-class status and further connotes that the chocolates are a luxury. 1 The Media Studies Theoretical Framework 17
RkJQdWJsaXNoZXIy Nzc1OTg=