WJEC/Eduqas GCSE Media Studies: Revision Guide

1 Use the questions and prompts below to analyse this Milk Tray advertisement . Layout and design The design uses typical conventions of historical print adverts, such as the divided layout and hand-drawn images, reflecting the technology available at the time. • How does the layout of the different images communicate meaning? • Why are the box and loose chocolates positioned in the lower part of the page? • What does the positioning of the chocolates within the image at the top of the page connote about their importance? Language codes • Identify two linguistic devices used in the slogan ‘Make the day with Cadburys Milk Tray’. • What are the connotations of the slogan? What does it promise to the consumer? Visual codes • How does the use of a bright colour palette communicate meaning? • Where is the location of the image of the couple, as, suggested by the dress codes and props? • What are the connotations of this location? ( Historical context reminder: During the 1950s, following the Second World War, most ‘ordinary’ people could not afford to travel abroad.) • What are the connotations of the colour purple and the gold lettering on the box? • Why have the producers included an image of a slightly open box and a chocolate that has been cut open? Narrative • What is happening in the top image? • What messages are communicated through the narrative image? Representation Consider the construction of the female: • She is positioned towards the top right of the frame. Her face and upper body fill the prominent centre third – along with the chocolates. • She is lying down, facing towards the audience and her body is in view. The gesture code of cupping her chin draws attention to her face. Have a Go 3.2 Media language in a historical advert 44 WJEC/Eduqas GCSE Media Studies Revision Guide