Galaxy 'Chauffeur' Advert CSP

 Galaxy 'Chauffeur' Advert CSP


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

one convention they used in this advert is editing. this is seen when they used CGI to have Audrey Hepburn in the advert.


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 advertisement is trying to communicate the idea that their chocolate feels luxurious (their slogan mentioning it feels like silk) and gives pleasure


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

Audrey Hepburn was a well known Hollywood actress, highly popular in the 1950s. The advert selected her as the starring model due to her soft and elegant looks, which suit the tone of the time period that the advert is trying to set in.


4) In your own words, what is intertextuality?

When one piece of media is influenced by another piece of media 


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)?

Costumes- their clothing were very modest and elegant, connecting to the theme of luxury.

Lighting- the use of the lighting help convey a soft tone to this advert, highlighting a sense of calmness and a relaxed environment.

Actors- Audrey Hepburn was stared as the main character. Her being an old Hollywood actress in the 1950s, adds a natural feeling of nostalgia to the advert.

Makeup- Hepburn's makeup was clean and natural, other than her lipstick which was red, adding a strong sense of romantic and feminine aesthetic to the advert.

Props- the bus driver's hat - used by Hepburn to label her 'new driver'

Setting- Set in Italy - displaying a sense of luxury, wealth and tranquillity in the environment around them.



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- The car driver - 'saved' Hepburn from her journey interruption

Villain- The fruit vendor- caused the disruption 

Helper- the bus driver - helped Hepburn get to that point in the scene. 


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

equilibrium - shows the calm street of Italy

disruption - the fruit vendor and the bus driver having an argument, causing Hepburn's journey to pause.

new equilibrium - the car driven saves her and she continues her journey



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

Audrey Hepburn is presented as modest and feminine 


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

The car driver is shown to be more masculine as he is shown to offer Hepburn a ride

Hepburn is shown to be more feminine as she gets 'saved' by the car driver


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

At the end of the advert it is shown that Hepburn uses the car driver as her chauffeur, repositioning herself as the main lead instead of a damsel in distress










 

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