Galaxy advert CSP

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

Slogan, product 

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.

That their chocolate is filled with luxury and that it will make you feel stress free and relieved. They also compare their item to silk which suggests that it is a soft and lovely item. 

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

Audrey Hepburn was a famous Hollywood actress in the 1950s and 1960s and Galaxy selected her because using her creates a nostalgic effect.

4) What is intertextuality?

When one media text refers to another media text.

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)?

Roman Holiday is suggested in this advert. It is a film by Audrey Hepburn. This effect is created as in the movie the actor was driving her in a motorcycle and looks similar to the man in the car of the advert. Audrey Hepburn is also wearing similar makeup in both media products.

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 man in the car who sees Audrey Hepburn on the bus. It then changes to Audrey Hepburn when she sits in the car.

Heroine - Audrey Hepburn is the one on the bus and the one who needs saving. 

The helper - The man in the car becomes a helper when he picks Audrey Hepburn up.

The donor - The bus driver 'donated' his hat to Audrey Hepburn.

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

The advert uses Todorov's theory of equilibrium by starting off with the disequilibrium (Most adverts start with the disequilibrium as they have a short amount of time to record) by making Audrey Hepburn as the one who needs saving. She then looks at the guy in the car and smiles. She then leaves the bus and takes the bus driver's hat. She then enters the car and they both drive off creating a new equilibrium. 

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

The representation of celebrity that are in the advert is that they need to look perfect. This is shown when Audrey Hepburn is wearing lots of make-up. Other representations of celebrity that are in this advert is that they need to be treated with luxury. This shown when the man picks up Audrey Hepburn in a fancy and luxurious car.

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

The representations you can find in the advert is how women need to look perfect. This is shown when Audrey Hepburn is wearing lots make-up. Other representations that are in the advert is that men should always help women. This is shown when the man in the car asks Audrey Hepburn if she would like to have a ride.

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

The stereotypes are subverted at the end of the advert when the man in the car picks up Audrey Hepburn and takes her to her destination.