Audrey Hepburn Galaxy advert CSP

Galaxy advert

1) What key conventions of TV advertising can you find in the Galaxy advert?
    pack shot, slogan at the end, product image

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.
   Its trying to communicate that compared to other chocolates, galaxy chocolate is the most luxurious and superior.

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? 
   She was a huge Hollywood star in the 1950s and 60s and she was associated with Hollywood glamour and style.
   For the Galaxy advert, the advertising agency used a CGI-version of Hepburn from 1953, the year of her hit film         Roman Holiday to interest and engage the audience.

4) What is intertextuality?
    Intertextuality is where one media product makes reference to other media products 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)?
    Her costume and makeup is the same as the movie Roman Holiday, and the male actor sitting in the car was              chosen as he looked similar to the male lead in that  movie.

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). 
    Audrey Hepburn is the Heroine at the beginning and the guy in the car is the hero as he is saving her from the bus     after it hit the fruits, later on the hero changes to a helper or sidekick as he Hepburn puts a bus drivers hat on him       suggesting he's her driver now, and Audrey becomes the hero.

7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
    It begins with an equilibrium where Audrey is peacefully sitting on her bus ride, and follows onto a disequilibrium where the fruits disrupt her ride on the bus and reaches a new equilibrium where the issue gets resolved when the man in the car decides to drive Audrey.

8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is                   presented. 
   The celebrity is represented as classy and posh, Audrey is also represented with the normal beauty expectations       of the 60s and 50s with her makeup and hair done perfectly.

9) What representations of gender can you find in this advert?
    At the beginning the man comes in rescue of the helpless woman.

10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural               contexts? 
     Audrey becomes in control of the man instead of the man directing what happens, showing Audrey as more                superior than a man.

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