Advertising CSP 2: Audrey Hepburn Galaxy advert

1 ) What key conventions of TV advertising can you find in the Galaxy advert?

narrative - the create a story about helping a woman reach her journey

sound - old 1950 soundtrack for older audience 

call to action - galaxy helps solve problem they are reaching out 

Mise en scene / actor - they use CGI to use Audrey Hepburn  

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 slogan "why have cotton when you can have silk" this is saying why have other bad chocolates when you can have galaxy also they refer themselves as silk a luxury material 

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? 

AH is a 1950s actor galaxy used her because many elderly people know AH meaning they are trying to reach their target audience which is elderly people 

4) What is intertextuality?

When one media text refers to or suggests another media text

5) What Audrey Hepburn films are suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?

Audrey Hepburn film roman holiday is suggested in the advert as both share the same setting which is Italia also both share bits of romance 

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). 

protagonist - the chauffeur he saved the heroin 
heroin - her journey is disrupted need saving 
donor - chocolate gives comfort and happiness 
helper - bus driver he give the hat 
antagonist - fruit basket stops bus from moving 

7) How does the advert's narrative (story) follow Todorov's theory of equilibrium? 

at the start every this was peaceful and calm but the in the middle the peace is disrupted by the fruit cart as it stops the way of the bus but then at the end the peace is restored 

8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.

Audrey Hepburn is presented as a wealthy 1950s woman we can see this from the clothing and makeup she is wearing this also links to her movie roman holiday this is a powerful reinforcement  

9) What representations of gender can you find in this advert?

woman are present as delicate weak and beautiful this is shown when she is saved from the protagonist the chauffeur while he's presented as strong confidant and wealthy as he saves the damsel in distress this is traditional context as the man always saved the princess 

10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts? 

At the end of a Galaxy advert stereotypes are often subverted by showing both men and women as equals but the roles are reversed as traditional woman should be dotting on the man while the man is independent but in this scenario its the man dotting on the woman while she is independent this goes against traditional and historian
stereotypes      


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