Galaxy 'Chauffeur' advert: blog tasks

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

- logo

- sound

- camera

- narrative (storyline)

- 'call to action' 

- mise-en-scene

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 brand identity has focused on luxury and indulgence for over 25 years. This 1995 advert is a good example of the Galaxy brand and also features a nostalgic.

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 and 1960s. She was associated with Hollywood glamour and style and was also a fashion icon and model. She died in 1993 at the age of 63.

4) What is intertextuality?

Intertextuality is when one media text refers to or suggests 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)?

• logo - galaxy chocolate bar
• sound - soundtrack from a 1950s movie
• camera - close-up of the galaxy chocolate bar
• narrative - link to romance, woman needed saving by the man.
• 'call to action' - galaxy chocolate helps you solve problems? promotes happiness and enjoyment.
• mise-en-scene - setting (famous Almafi coast in Italy) reinforces luxury, actor - Audrey Hepburn famous Hollywood actress in 1950s.

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

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

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

For the Galaxy advert, the advertising agency used a CGI-version of Hepburn from 1953, the year of her hit film Roman Holiday. The advert is set on the luxurious Italian Riviera which creates intertextuality and nostalgia – two key audience pleasures.

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

Women-feminine attire, flirtatious, propp's 'princess' theory.

Men-working, propp's helpers and hero's theory. initially reinforced but then subverted by the end.

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

The advert is somewhat subverted as its unusual for men to be driving the women around as its kind of like the man obeying the women by driving her around and following her journey.