Galaxy 'Chauffeur' advert

 Galaxy 'Chauffeur' advert

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

The Galaxy advert effectively incorporates several key conventions of TV advertising. Firstly, it employs a visually appealing and aesthetically pleasing setting, showcasing luxurious surroundings and elegant individuals, which is a common convention used to create desire and aspiration among viewers. Additionally, the advert utilises emotional appeal by portraying the consumption of Galaxy chocolate as a pleasurable and indulgent experience, tapping into the desires and cravings of the target audience. Furthermore, the use of a catchy jingle and memorable tagline, "Why have cotton when you can have silk?", follows the convention of creating a memorable and persuasive message that resonates with viewers. Overall, the Galaxy advert successfully incorporates these key conventions to engage and persuade its audience.

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 Galaxy advert effectively communicates the key message that its chocolate embodies a luxurious and indulgent experience, appealing to consumers seeking an exquisite treat.

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

Audrey Hepburn was a renowned British actress and fashion icon, known for her elegance, grace, and timeless beauty. She captivated audiences with her exceptional talent and unique charm, becoming one of the most beloved actresses of all time. Galaxy selected Audrey Hepburn for their advert due to her iconic status and her ability to embody the sophistication and indulgence that their brand represents. With her radiant persona and refined style, Audrey Hepburn perfectly aligns with the luxurious and indulgent image that Galaxy seeks to convey to their audience.

4) What is intertextuality?

Intertextuality is where one media product (e.g. Galaxy) makes reference to other media products (e.g. Audrey Hepburn movies such as 1953 film Roman Holiday) to interest and engage the audience.

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 effect in this advert is created through careful attention to mise-en-scene. Costume plays a crucial role, with the actors dressed in iconic outfits reminiscent of Audrey Hepburn's characters in "Breakfast at Tiffany's" and "Roman Holiday." Lighting is used to create a glamorous and nostalgic atmosphere, reminiscent of classic Hollywood films. The actors' make-up is also styled to resemble Audrey Hepburn's signature look. Props, such as the iconic Tiffany & Co. jewellery and a Vespa scooter, further evoke the settings and themes of the suggested films. Overall, the combination of these elements in the advert's setting successfully creates an aura of elegance and references to Audrey Hepburn's filmography.

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). 

In the advert, two character types from Propp's theory can be identified: the Hero and the Villain. Initially, the Hero is portrayed as an ordinary person facing a problem or challenge. As the advert progresses, the Hero undergoes a transformation, acquiring the necessary skills or tools to overcome the obstacle. On the other hand, the Villain is introduced as the source of conflict or opposition to the Hero. However, as the advert unfolds, the Villain experiences a change as well, either by being defeated or by realising the error of their ways.

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

 The advert's narrative adheres to Todorov's theory of equilibrium by establishing a state of balance or stability at the beginning of the story. This equilibrium is disrupted when a conflict or problem arises, creating a sense of tension and imbalance. However, as the narrative progresses, the advert resolves this conflict and restores equilibrium by providing a solution or resolution to the initial problem.

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

 In this advert, Audrey Hepburn is presented as a timeless and iconic celebrity. She is portrayed as elegant, sophisticated, and effortlessly glamorous, embodying the epitome of classic Hollywood beauty. Her presence in the advert suggests that she is an influential figure whose celebrity status transcends time and continues to resonate with audiences today.

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

In this advert, some representations of gender include the portrayal of women as nurturing and caring individuals, while men are depicted as strong and assertive figures.

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

 The Galaxy advert subverts stereotypes by portraying women in positions of power and authority, challenging the traditional gender roles often depicted in advertising. This reflects the modern social context where gender equality and empowerment are highly valued. Additionally, the advert features diverse individuals from different ethnic backgrounds, breaking away from the typical homogeneous representations seen in the past, and embracing the multiculturalism of today's society.