Galaxy advert CSP

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

I can see a packshot at the end. The setting that the advert is set in is in Italy. This creates a brand ethos of Galaxy being luxurious and rich in its tastes. Another key convention is slogans, the slogan "Why have cotton when you can have silk" again reinforces the brand ethos but also compares it to other competitor brands and creates some sort of USP as it allows it to stick out from other brands.

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 key message of its chocolate is that it is different, in its quality, in its industry and in the way it is enjoyed. Its slogan implies this. The packaging also reinforces my point of it being good quality, the melted chocolate font and smooth packaging imply that it's smooth and delicately made, almost like it's handmade.

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

Audrey Hepburn was a huge Hollywood star in the 1950s. They used her to create nostalgia for an older audience and to also create a brand ethos of being rich in its flavours.

4) What is intertextuality?

Intertextuality is a media text referencing another media text.

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)?

They used the song "Moon River" to create nostalgia to reference the movie "Breakfast at Tiffany's." This has been done so audiences get a feeling of nostalgia but also creates a brand ethos of luxury and glamour.

6) Which of Propp's character types 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). 

Audrey Hepburn is seen as the princess, being saved from a huge crowd by a prince in a car driving away peacefully.

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

This follows his theory as the issue of the bus Audrey in had become run down but however, but a man comes and picks her up which resolves her being in peace.

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

She is seen as classy and still in a Hollywood glam era. It shows her to be enjoying a Galaxy as if it was high-end. 

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

 

Women are shown to be feminine and classy however men are shown as muscular, manly an hard-working. In this narrative, the woman is shown to be saved by a man which is a typical convention in films made in the 50s.

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

Audrey is seen to be sitting at the back enjoying her Galaxy instead of being sat next to the man which implies some sort of independence in women. She is also shown taking off the driver's hat which reinforces my point.