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.
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.
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.
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.
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.
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?
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?
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.
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