Galaxy Advert CSP

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

There is a narrative, Costumes and Makeup is used and a logo and slogan at the end of the ad

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 of the advert is that Galaxy is describing their chocolate as 'silk' to make their chocolate sound as a luxury

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? 

Audrey Hepburn was a famous hollywood star in the 1950s/60s. In the advert she is selected to evoke feeling of nostalgia within older audiences

4) In your own words, what is intertextuality?

When a media text refers to another media text

5) What Audrey Hepburn films are referred to in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?

Roman Holiday. Referred through the setting and actors 

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 Princess, The Donor and the Hero

7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?

Equilibrium - Hepburn is on the bus going on a journey, Vendor is selling fruits by the road
Disequilibrium - Fruit spills on the road stopping the journey
New Equilibrium - Hepburn continuining her journey with the car driver, enjoying her Galaxy.

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

Hepburn is represented as a classic beauty who is immiediately loved and prioiritised. Perfect and Timeless.

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

Women are represented as feminine and flirtatious. Men are represented as helpers and heroes 

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

Representation of men are initally reinforced but then they are subverted at the end

Grade 8/9 Extension Tasks

Read the Framestore case study and the Guardian feature again. How did they recreate an Audrey Hepburn film using location, casting and CGI?

They found a 'Hepburn Double' and edited the actors face with CGI scans and altered it 

Now read this Vintage Everyday feature behind the scenes of the Galaxy advert. What other background information do you learn here regarding the construction of the advert?

They used multiple actors with similar feautures to Hepburn, then used facial scans to alter the faces

Women in the 1950s are represented very differently in two of our advertising CSPs: OMO and Galaxy. What similarities and differences can you find by analysing the two products?

Similarities - Represented as traditionally feminine, innocent and flirtatious.

Differences - Represented as independent, equal to men

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