1) What key conventions of TV advertising can you find in the Galaxy advert?
There is an anchorage text towards the end asking the rhetorical question 'Why have cotton when you can have silk' and there is also a pack shot in this same scene . The advert also consists of star power as they use a famous celebrity for their main character.
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.
'Why have cotton when you can have silk' which can commute the question of why have cheapness when you can have luxury.
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. So Galaxy would have chosen her for star power.
5) What Audrey Hepburn film is suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?
The advert is set in the 1950s so it is typical to see the female character Audrey Hepburn's face covered in make up. It is also set in Italy which can also communicate the connotations of Italian luxury.
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).
7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
The equilibrium starts off with Audrey's sweet journey however is then diseqilibrialised by the bus's crash into the fruit stall which causes the bus to stop however when the heroic man comes to offer her a ride in his car all is fixed in the new equilibrium as she enjoys her ride with luxury chocolate.
8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.
It subverts the expectations of the representation of celebrity however towards the end it aligns with the expectations this is because in the beginning she is riding a public bus however towards the end she is being chauffeured with luxury.
9) What representations of gender can you find in this advert?
Audrey Hepburn was a huge Hollywood star in the 1950s and 1960s. So Galaxy would have chosen her for star power.
4) What is intertextuality?
When one media text refers to or suggests another media text
5) What Audrey Hepburn film is suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?
The advert is set in the 1950s so it is typical to see the female character Audrey Hepburn's face covered in make up. It is also set in Italy which can also communicate the connotations of Italian luxury.
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).
Hero: The man that offers her a ride in his car
Villain: The fruit stall being knocked over hence delaying the journey
Heroine/Princess: Audrey Hepburn in the bus without being able to complete her trip
Donor: The bus driver as he gives up his hat since he is no longer the main driver
7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
The equilibrium starts off with Audrey's sweet journey however is then diseqilibrialised by the bus's crash into the fruit stall which causes the bus to stop however when the heroic man comes to offer her a ride in his car all is fixed in the new equilibrium as she enjoys her ride with luxury chocolate.
8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.
It subverts the expectations of the representation of celebrity however towards the end it aligns with the expectations this is because in the beginning she is riding a public bus however towards the end she is being chauffeured with luxury.
9) What representations of gender can you find in this advert?
During the advert there are only men driving from the beginning when a man is riding his mophead and to the bus driver and then toward the end when a man offers her a ride. This can implement the stereotypes of women driving and how it may not be allowed.
10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts?
In accordance to Propp’s Character theory Audrey is the princess in need of help which is a little bit stereotypical for women however towards the end becomes the hero as she is relaxing in the back of a vintage car with her luxury chocolate.
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