1) What key conventions of TV advertising can you find in the Galaxy advert?
Slogan, pack shot
2) What is the key message the Galaxy advert is communicating about its chocolate? The slogan for the advert will help you with this question.
The key message is that every other chocolate is common like cotton and its not as luxurious as Galaxy chocolate which is compared to silk, Audrey also is taking the bus which is not seen as elegant and is something most people do however she has the galaxy when she is being driven around by the man which shows how the chocolate gives you class and grace
3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert?
Audrey Hepburn was a Hollywood star, fashion icon and model in the 1950s/60s. She was chosen for the advert because it creates intertextuality as the advert references her old movie Roman Holiday, if someone recognises the reference they will be able to remember the product easily and because she was famous in the 50s/60s it would create nostalgia for older viewers which also shows that the chocolate is aimed at older people rather than children which is unusual for chocolate
Audrey Hepburn was a Hollywood star, fashion icon and model in the 1950s/60s. She was chosen for the advert because it creates intertextuality as the advert references her old movie Roman Holiday, if someone recognises the reference they will be able to remember the product easily and because she was famous in the 50s/60s it would create nostalgia for older viewers which also shows that the chocolate is aimed at older people rather than children which is unusual for chocolate
4) What is intertextuality?
when one media text references another5) What Audrey Hepburn film is suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?
Roman Holiday
-setting, the advert and Roman holiday are both set in Italy
-costume, in Roman Holiday and the advert Audrey Hepburn wear the same clothes
-actors, the man in the car looks silmiar to the man in Roman holiday and Audrey Hepburn to create a nostalgic feeling
6) Which of Propp's character types are can be found in the advert and how do they change? (Note: just choose two or three character types that are definitely used in the advert - it does not use all seven).
Hero- You could say that the man is the Hero for saving Audrey but you could also say Audrey was the Hero since she sat in the back of the car
Donor- Audrey takes the bus drivers hat
Villain- The fruit stand stooping the bus from moving
7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
The equilibrium is short at the beginning where the car is driving through Italy
The disequilibrium is when the fruit stand falls over blocking the bus
The new equilibrium is when Audrey gets into the mans car and he drives her through Italy
8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.
Audrey is presented as glamorous and the centre of attention she also is dressed up and wearing makeup which shows how celebrities were suppose to look perfect all the time even if they were doing something simple like riding the bus
9) What representations of gender can you find in this advert?
8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.
Audrey is presented as glamorous and the centre of attention she also is dressed up and wearing makeup which shows how celebrities were suppose to look perfect all the time even if they were doing something simple like riding the bus
9) What representations of gender can you find in this advert?
The advert both reinforces and subverts gender stereotypes as in the beginning Audrey is seen as in need of saving which reinforces the stereotype that women are weak and helpless. The man drives up to the bus and offers to help her which reinforces the stereotype that men are suppose to save women and protect them however, Audrey takes the bus drivers hat and puts it on the man in the car and then sits in the back turning the hero into a chauffer which challenges the stereotype that women are suppose to be submissive and less important than men
10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts?
The man expects Audrey to fall in love with him just because he offered to drive her but she sits in the back and doesn't view him as a hero who saved her but as a chauffer
Grade 8/9 extension tasks
Read the Framestore case study and the Guardian feature again. How did they recreate an Audrey Hepburn film using location, casting and CGI?
Read the Framestore case study and the Guardian feature again. How did they recreate an Audrey Hepburn film using location, casting and CGI?
They casting two actors, one with Audreys facial structure and one with her waist, the scanned her face double with a facial action coding system to capture facial expressions and textures for the animators to replicate when creating Audrey
Now read this Vintage Everyday feature behind the scenes of the Galaxy advert. What other background information do you learn here regarding the construction of the advert?
Women in the 1950s are represented very differently in two of our advertising CSPs: OMO and Galaxy. What similarities and differences can you find by analysing the two products?
Now read this Vintage Everyday feature behind the scenes of the Galaxy advert. What other background information do you learn here regarding the construction of the advert?
Women in the 1950s are represented very differently in two of our advertising CSPs: OMO and Galaxy. What similarities and differences can you find by analysing the two products?
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