Galaxy 'Chauffeur' advert: blog tasks

 1) What key conventions of TV advertising can you find in the Galaxy advert? The key convention of the ad is:

Sound=Soundtrack is from a 1950s advert.

Logo=Galaxy

Narrative=The women (Audrey Hepburn) needed saving by the man.

Call to action=galaxy chocolate helps you solve your problems. Promotes happiness and enjoyment.

Mise en scene=Setting is in the famous Amalfi coast which reinforces luxury actor Audrey Hepburn the famous Hollywood actor from the 1950s.

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. That the chocolate brings comfort and happiness and that its promoting the audience to purchase the chocolate.

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert?  She is a well known actor from the 1950s and the reason why her face is used in this advert is because her face promotes the product for galaxy so that her fanbase would buy the galaxy chocolate and it is also because it brings out nostalgia for Hollywood fans and the older generation to see her face. The use of her face is a smart marketing strategy as her face is recognisable and known.

4) What is intertextuality?
Intertextuality is when one media text references 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)?
The use of her clothing dates back to the 1960s trends, and the model of the car also dates back in the 1960s, giving a retro and vintage type of scene. This is because the use of lighting makes the scenery look less modern, which reinforces nostalgia for most audiences watching the galaxy advert. The use of the amalfi coast makes the scenery look vintage as the buildings don't look modernized in today's society and generation

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). 
The use of Propp's character types that can be found in the advert is:
The Use of the chauffeur being represented as the hero as he is saving the heroine which is Audrey Hepburn who is represented as the princess in need of saving whilst the use of the fruits on the floor is being represented as the villain of the story as it delays the journey of the heroine (auderry hepburn). The use of propp's character theory demonstrates an easy understanding of the advert without the actors having to physically speak in most scenes.

7) How does the advert's narrative (story) follow Todorov's theory of equilibrium? 
He follows the theory by presenting the setting of the advert then the star characters, Then a disruption where Audrey Hepburn is stuck in traffic, then she finds her way to get to her place of journey, after she gets a man to drive her off then at the end she just drives off from her current situation.

8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.
 The use of representation found in this advert is the use of star power. This is because the use of her face in this advert gains an audience as she is popular in the 60s. The use of star power shows us that her in this advert makes her the heroine of the advert as there is a story line in this advert which demonstrates us that her having the role as a heroine and in need of saving shows us that her star power in this galaxy advert is used to portray her as the main character as she has a recogniseable image from the media which regains more audience.

9) What representations of gender can you find in this advert? 
The use of female actor Audrey Hepburn being portrayed as a heroine in need of saving embraces a stereotype of her femininity. This is because she appears as sophisticated, mature, humble and patient. The use of her emotions and the bus driver's emotions being quite chaotic and frantic towards the fruit basket juxtaposes both emotions, making Auderry Hepburn being very dominant and in control.
It is shown that when Auderry Hepburn takes the bus driver's hat he isn't very aggressive or defensive towards her as her beauty strikes him, which elevates her femininity.

10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts? 
When Auderry Hepburn took off the bus driver's hat, it shows us that she is quite feminist and powerful, as the use of the bus driver's hat represents his identity as the hat shows us he is a driver and whilst she proceeds to take it, this demonstrates she has power over him. Howeveer, stereotypes are reinforced by the use of costume as Audrey Hepburn is wearing a dress which reinforces her being quite feminine and the chauffer saving her makes him quite masculine as he is presented as the hero of this galaxy advert.

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