galaxy advert CSP
1) What key conventions of TV advertising can you find in the Galaxy advert?
you can find:
-sound/music
-close up shot of the product
-narrative
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" refers to their chocolate as a delicacy. Silk has better quality than cotton and is also smother so this shows that Galaxy's chocolate is smooth and has better quality than other chocolate.
Audrey Hepburn was a huge Hollywood actress who died in 1993 at the age of 63. They used Audrey Hepburn because the advert was set on a luxurious Italian Riviera and this was a nod to one of her hit film called Roman Holiday. This creates nostalgic feeling towards the older audience.
4) What is intertextuality?
Intertextuality is when one media text makes references to another media text. For example when games make collaborations. In the case of the advert it is when the Galaxy advert made references to Audrey Hepburn's movies.
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 advert includes the film Roman Holiday. This imagery is created by they Actors placements since they are in a Setting of Italy where Roman Holiday is set. The Costumes are classic Italian clothing in 1953 also Audrey Hepburn's clothing is similar to what she was wearing in the movie.
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).
You can find the:
- hero who was originally the man in the car but then changes to Aubrey Hepburn as she is in the back of the car
- villain who was the man with the fruit stand because
-heroine/princess who was Audrey Hepburn
-father who could be considered as the man who moves out of the way so she can get off the bus, but other than that there isn't one
-donor who is the bus driver since Audrey Hepburn takes his hat and gives to the driver of the car
-helper/sidekick who becomes the driver of the car as he is helping (driving) Audrey Hepburn
-false hero who could be considered as the bus driver because he is arguing gains the villain (the man with the fruit stand)
7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
The equilibrium theory suggests that the is an equilibrium (normal) then there is a Disequilibrium (problem) then there is a new equilibrium. It starts with the bus driving then there is a stoppage then there is solution who is the man in the car then the car drives away.
8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.
A representation of celebrity can be that she is elegant and is beautiful. This shows that she is seen as an elegant person.
9) What representations of gender can you find in this advert?
You can see that the man is represented as the hard worker and should be driving the women around. The women is represented as the one who should be with the man and is represented as reliant on 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 there is a stereotype of that women are bad drivers. This is because Audrey Hepburn is the one in the back as the man is driving. There is another stereotype that the man should be the hard worker and the women should be the hard worker at home since she isn't doing much other than eating the chocolate.
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