Galaxy 'Chauffeur' advert

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

-Logo-Galaxy chocolate

-sound-soundtrack from a 1950s movie

-camera-close up of the galaxy bar

-narrative (storyline)-link to romance, woman needed saving from the man.

-'call to action'-galaxy chocolate helps you solve problems? Promotes happiness and enjoyment.

-Mise-en-scene-setting (famous Amalfi coast in Italy) reinforces luxury, actor Audrey Hepburn famous Hollywood actress in 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.
The key message for the advert is that the chocolate makes you feel better and the setting and location is somewhere abroad near a sea which maybe tells us its a luxury holiday and if they have the chocolate they will feel as if they are abroad and at peace.

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? 
Audrey Hepburn is a very famous old Hollywood actress that had passed away but the producers used CGI to make her face on another actor to attract an audience and make them feel nostalgic.

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)?

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). 
Vladimir Propp stated that there were seven basic character functions when he analysed 100 fairy tales and that these were present in most narratives. Media products still use these recognisable character types today: Hero,  Villain, Heroine/Princess, Father, Donor, Helper/Sidekick, False Hero. for this advert the the hero is the man picking her up and driving her around and the princess/heroine is Audrey Hepburn.

7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
Todorov suggested that all narratives follow a three part structure.

They begin with equilibrium, where everything is balanced, progress as something comes along to disrupt that equilibrium, and finally reach a resolution, when a new equilibrium is restored.

Equilibrium > Disequilibrium > New equilibrium

This can be applied to most media narratives.
Equilibrium-Audrey Hepburn is on a bus to somewhere.
Disequilibrium-A guy with a fruit cart disrupts the journey.
New equilibrium-Audrey Hepburn sees a new guy in a car beside her in the window and then he calls hr over and she follows and then eats the chocolate and has a peaceful car ride.

8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.
 Audrey Hepburn is presented as a timeless, elegant icon, associating the product with luxury and sophistication. Her image makes the product feel more exclusive and aspirational.


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

In a typical Galaxy advert, gender representations can show both men and women using the phone, but in different ways. Women might be shown using it for social or family-focused activities, while men may be portrayed using it for work or tech-related tasks. However, many ads also highlight equality, showing both genders using the phone in a variety of empowered, modern ways, reflecting inclusivity and breaking traditional stereotypes.


10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts?
At the end of a Galaxy advert, stereotypes are often subverted by showing both men and women using the phone in equal, diverse ways. For example, a woman might be shown using the phone for business or tech-related tasks, while a man could be seen engaging in social or creative activities. This challenges traditional gender roles and reflects modern social and cultural values of equality, empowerment, and inclusivity, portraying both genders as capable and versatile in all aspects of life. 

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