Galaxy advert CSP

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

Slogan, pack shot, Narrative, Mise-en-scene

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,’silk not cotton’ suggests that the chocolate is a delicacy as well as being luxurious which reflects the brand and is presented in the advert with the beautiful coastline views.

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

Audrey Hepburn is a famous Hollywood actress, and a fashion icon in the 1950’s associated with Hollywood glamour. Galaxy selected Audrey because it creates intertextuality as the advert references her film, Roman Holiday. This would create nostalgia for her old fans as she passed away when the advert was released.

4) What is intertextuality?

Intertextuality is when one media text (eg. Galaxy advert) references another (Audrey Hepburn - famous Hollywood actress).

5) 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)?

The film, Roman Holiday, starring Audrey Hepburn is similar to to the advert as both media texts are set in Italy. Audrey is also wearing similar makeup and clothes in the film and the advert;

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 argue that the chauffeur who comes to save Audrey Hepburn is the hero.

Heroine - Towards the end of the advert, Audrey sits at the back of the car and places the hat on the man which makes her the heroine

Donor - The donor is the bus driver as he donates his hat for Audrey to place on the man who saves her from the traffic.

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

In the beginning, the advert is straightforward until there is a disequilibrium which is the accident causing the bus to stop. However, the new equilibrium is restored when the man  rescues Audrey and gives her a ride to her destination.

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

Audrey Hepburn is presented as a confident, successful as well as conventionally attractive actress from the 50's who attracts the attention of the men who see her.

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

The advert subverts stereotypes that men are hero's since Audrey flips this around and becomes the heroine towards the end of the advert. 

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

The advert subverts stereotypes and reinforces modern stereotypes that women can save themselves and are capable of doing so.

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?

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?