Advertising CSP 2: Audrey Hepburn Galaxy advert

Advertising CSP 2: Audrey Hepburn Galaxy advert

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

It presents a calm collected yet still a problematic environment which is how the advert starts too.

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.

On the bus the actor wants to try and eat the Galaxy chocolate many times yet doesn't feel like eating it because she feels uncomfortable on the bus with all the chaos, until she gets into a mans car and begins eating it peacefully. I believe that the show is trying to demonstrate that the chocolate is meant to be eaten once you're peaceful. 

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

Audrey is an actor from the 19's and I believe she was selected because he face and presence are carried like an 19's advert so saw her as the perfect person to act as a country girl trying to eat chocolate.

4) What is intertextuality?

Intertextuality is when one media product makes a reference to other media products. 

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)?

The film A Roman Holiday was suggested in the advert. This created the scene because the advert was also filmed in Rome (Italy), or had a background setting like it.

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).

The character types include the mad bus driver complaining to the shop keeper about the bus crashing because of him. (So therefore the mad character).

Audrey Hepburn who is the woman trying to get where she needs to be and enjoy her snack. (So therefore she is the lead character).

The man who was driving next to the bus trying to invite Audrey to his car instead so it's an easier journey for her. (So therefore he is the side character).

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

It relates to Todorov's Theory because is started with the bus journey going smoothly which is the Equilibrium, next the bus breaks down probably from accidentally hitting something which is the Disequilibrium and finally when the man offers Audrey a ride for the rest of the journey is the New Equilibrium.

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

Audrey Hepburn is the represented celebrity because she was well known for the movies she stared in. She is presented as almost a country girl from Rome Italy trying to journey somewhere.

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

When Audrey Hepburn is offered a ride to her destination shows a representation of the man doing quite a masculine thing at he time trying to offer the hopeless woman a ride. Audrey Hepburn is just seen as a woman who can't find her way around because it takes too long without transportation and would no idea how to get there without him. 

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

At the end of the advert it shows a slogan which states "Why have cotton when you can have silk". In modern times and cultural context slogans like that would be mistaken as a race statement due to slavery times and criticism of the material.