Index: Advertising and marketing - Blog Index

OMO advert analysis  

Galaxy advert analysis

blog 20: Galaxy advert CSP

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

Language- "why have cotton when you can have silk" shows that Galaxy chocolate is not rough like cotton but is just as smooth as silk
Industry- The industry is food, specifically chocolate
Audience-those who want a taste of luxury.
Representation-The product is represented as luxurious, silky and delicious.

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 trying to portray their chocolate as delicious, silky smooth, the chocolate that can make you fall in love, and make you feel as if though you are on holiday

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

Audrey Hepburn is a famous actor from the 1950s, Galaxy may have chose to select her as she is very modest with her works.

4) In your own words, what is intertextuality?

When a media text references a different media text.

5) What Audrey Hepburn films are referred to in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?

Costume- Audrey Hepburn is seem wearing a neutral colour dress with a brown bow around her neck.

Location- The location is Italy, Amalfi coast. she is riding a bus.

Action- Hepburn is seen sitting down while looking out the bus window when she sees a man in a car.

Makeup- Hepburn is also seen wearing red lipstick, with prominent eye shadow and thick lashes.

Props-Hepburns prop is a bag, where she reaches into to look at the galaxy chocolate bar.

Setting-In a town by the ocean. creating a tranquil vibe.

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- Car driver - saves hepburn from the delay to continue her journey - He becomes her prize while she is say in the back all proud.

Princess- Audrey Hepburn - She was on a journey when she was delayed by the fruit vender, that's when she notices the car driver and joins him in the car. - could change if we consider her a hero when she creates the car her own taxi.

Villain- Fruit vender - he causes a delay in Hepburns travel. this does not change unless we also consider him as the helper as if he didn't cause the delay the car driver and Hepburn wouldn't have met.

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

Equilibruim- The story starts off slow and peaceful with Hepburn on her journey and the fruit vender selling by the side of the road.
Disequilibrium -The story then proceeds to continue when the fruit vender spills the fruit and delays the journey.

new equilibrium- The story then ends with Hepburn and the car driver continuing their journey together. 
8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented. 

Audrey hepburn is presented as a classic beauty, modest, and loved.

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

Woman- Modest, Neat, pretty.

Men- Protective, helping, working.

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

At the end stereotypes are subverted when Hepburn takes the bus drivers hat, which was very disrespectful of a woman to do in the 90s, typically men stole. this reflects how woman are slowly adapting to men's habits by following what they are doing. 

Extension 

Read the Framestore case study and the Guardian feature again. How did they recreate an Audrey Hepburn film using location, casting and CGI?

They recreated Hepburn by scanning multiple different human heads and faces, They had to do FACS (facial acting coding system) which allowed them to record more than 70 muscle movements for hepburn  

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?

Galaxy had to get personal consent from Hepburn's estate which was her two sons before they could proceed with putting her into the advertisement. They tried multiple different methods to try and recreate her figure but soon realised that they needed to use full CGI

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?

In both CSPs woman are needed to be presented as eye catching and pretty.unlike in OMO where woman are seen cleaning Galaxy shows woman to make their own choices, shown to be out the house with no kids. But OMO is seen to be domesticated to only cleaning by not being able to enjoy yourself like Hepburn is seen to do in Galaxies advert.

Blog 19: OMO advert analysis

 

1) What year was the advert produced?

This advert was produced in 1955

2) How were women represented in most adverts in the 1950s? Add as much detail to this answer as you can as these are the social, cultural and historical contexts we will need to write about in the exam.

Woman was represented as domestic and powerless. often cleaning, cooking or looking after children never doing anything that requires physical strength or is demanding.

3) How does the heading message ('OMO makes whites bright') and the style of the text promote the product?

The heading is big and bold, similar to the "breaking news" which means the audience is more likely to focus on the advertisement if it speaks out to them.

4) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of the model used to suggest women's role in society?

The woman is hanging out washing seemingly being clothes and towels. she is wearing a green dress which may connote happiness, this is also reinforced by the fact she is seemingly smiling or doing a ohh. which looks the OMO which is the products name. even though she is at home, she is still wearing make up, this may show the intensity of the beauty standards, always having to look nice for your husband. The woman is standing with a medium close up over the shoulder shot while hanging out washing 

5) Why is a picture of the product added to the bottom right of the advert?

There is no online ordering. meaning that you have to go into the shop and look for it yourself 

6) What are the connotations of the chosen colours in this advert - red, white and blue?

The chosen colours can connote the union jack. as red white and blue are the flags colours. this can be a mean that a woman can be patriacol even when in domestic roles.

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.

The anchorage text "whiteness alone won't do" can show that a woman a has to be perfect, and buying the product can make that woman perfect.

8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.

one representation of woman in this advertisement is that woman always need to be cleaning and that is their soul purpose, the stereotype is that woman belong in the house. cleaning, cooking, and looking after children and not doing anything physically demanding.  

9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?

The producers wanted the audience to believe that the product is good for woman and helps them clean even better than before 

10) What is the oppositional reading for this advert - How might a modern audience respond to this text and the representation of women here?

A modern audience might be offended, as a woman can now do much more than just domestic jobs. The representation of woman modernly doesn't resolve around woman just cleaning. with woman having more opportunities than before they may feel as though they haven't been truly accepted.