Galaxy 'Chauffeur' advert

 

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

For the Galaxy advert, the advertising agency used a CGI-version of Hepburn from 1953, the year of her hit film Roman Holiday. The advert is set on the luxurious Italian Riviera which creates intertextuality and nostalgia – two key audience pleasures.

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. Galaxy is meant to be a luxury chocolate brand, which they highlight in their slogan 'Why have cotton when you can have silk?'. They're emphasising the product as high quality and rich, meant for those of a higher class who can afford 'silk' over 'cotton'.

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? 
Audrey represents heritage, classiness and elegance. So from a strategic and creative point of view, it made sense for Galaxy to communicate its “silk, not cotton” branding through these qualities.

4) What is intertextuality?

the relationship between texts, especially literary ones.

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 Galaxy chocolate advert featuring Audrey Hepburn doesn't directly suggest any specific films. Instead, it evokes the spirit and style of Hepburn's iconic roles, particularly her role in "Breakfast at Tiffany's." The effect is created through careful attention to various elements of mise-en-scene.

Costume: Audrey Hepburn's classic black dress and pearls evoke her memorable "Breakfast at Tiffany's" look, instantly associating her with sophistication and glamour.

Lighting: Soft, romantic lighting reminiscent of classic Hollywood films enhances the elegant and timeless atmosphere.

Actors: The choice of an actress who resembles Hepburn and captures her grace and charm contributes to the effect.

Make-up: The subtle, natural makeup highlights the actress's features in a way that recalls Hepburn's classic beauty.

Props and Setting: The use of a chic city street with high-end shops and a classic car helps create an environment that reflects the elegance and luxury often associated with Hepburn's films.

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 Propp's character types that can be identified in the Galaxy advert are the Hero and the Villain.

The Hero: In the advert, the Hero figure can be represented by the elegant and sophisticated woman who embodies the grace and charm associated with Audrey Hepburn's persona. She is portrayed as a symbol of aspiration and timeless beauty, captivating the audience with her presence.

The Villain: While the traditional sense of a villain may not be as pronounced in the advert, Propp's Villain type can be interpreted more broadly. In this context, the "villain" might be the mundane or ordinary aspects of life that the elegance and allure of the Hero seeks to transcend. This can be depicted through contrast, as the Hero navigates through a world in which others might not appreciate or understand her sophistication and elegance.

These character types change in the sense that they help establish and advance the narrative unfolding in the advertisement. The Hero's journey is one of elegance, sophistication, and aspiration, while the Villain represents the challenges or contrasts that the Hero must overcome or transcend.

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

Todorov's theory of equilibrium in narrative structure consists of five stages: a state of equilibrium, disruption of the equilibrium, a recognition of the disruption, an attempt to repair the disruption, and finally the re-establishment of a new equilibrium. 

In the Galaxy advert, the narrative follows this theory in a metaphorical sense:

Equilibrium: The advert begins by establishing an initial state of equilibrium, where we are introduced to a world of everyday experiences and routines.

Disruption of the Equilibrium: The disruption occurs when the elegant and sophisticated Hero, representing Audrey Hepburn's timeless charm, enters the scene. Her presence disrupts the mundane atmosphere and captivates the audience's attention.

Recognition of the Disruption: The other characters in the advert, representing the ordinary and everyday, perceive the disruption caused by the Hero's presence. Her elegance and grace stand in stark contrast to the ordinary backdrop, creating a sense of departure from the status quo.

Attempt to Repair the Disruption: There is an implied attempt to reconcile the disruption caused by the Hero's presence as the narrative unfolds. This might be represented by the subtle reactions and interactions of the other characters, symbolizing an attempt to understand or assimilate the elegance and sophistication introduced by the Hero.

Re-establishment of a New Equilibrium: Ultimately, the advert ends with a sense of a new equilibrium being established. The Hero's presence has left a lasting impression, evoking a sense of aspiration and timeless beauty associated with the Galaxy brand, thus redefining the audience's perception of the ordinary world around them.

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

The representation of celebrity in the Galaxy advert can vary, but typically it aims to evoke a sense of elegance, sophistication, and timeless beauty similar to how Audrey Hepburn is presented in her iconic roles. The use of a celebrity like Audrey Hepburn in advertising can help create a sense of glamour and appeal to consumers who admire her style and grace

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

In Galaxy adverts, representations of gender often include traditional stereotypes such as women being portrayed as elegant and indulgent, while men are depicted as strong and protective. These gender representations can be seen in the way the products are marketed, the roles assigned to the characters in the adverts, and the overall messaging conveyed. It is important to be mindful of these representations and how they may influence societal perceptions of gender roles.

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

At the end of the Galaxy advert, stereotypes may be subverted to reflect modern social and cultural contexts by showcasing diverse representations of gender, breaking away from traditional roles and expectations. This could involve featuring individuals of different genders enjoying the product in non-stereotypical ways, challenging the notion that certain products are only meant for specific genders. By portraying a more inclusive and diverse representation of gender in the advert, it can reflect the changing attitudes and values of modern society towards gender equality and diversity