Galaxy "Chauffeur" advert
1) What key conventions of TV advertising can you find in the Galaxy advert?
-Characters,slogan/logo,star power,Mise-en-scene,packshot,sound(music),text on screen.
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 advert is conveying it's chocolate as a luxury item
3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert?
Audrey Hepburn was a famous British actress and humanitarian, recognised as both a film and fashion icon. Galaxy used her in their advert to promote their product.
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)?
One film that is suggested in the advert is Audrey Hepburn's film "Roman Holiday". this effect is created by setting the person who plays Hepburn in the advert in places or scenes that she has been in previously in her movies.
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).
4) What is intertextuality?
Intertextuality is where one media product makes reference to another media product.
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)?
One film that is suggested in the advert is Audrey Hepburn's film "Roman Holiday". this effect is created by setting the person who plays Hepburn in the advert in places or scenes that she has been in previously in her movies.
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 Popp's chaacter type that can be found in this advert are the Heroine/princess , the donor and the helper/sidekick
7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
In the advert at first everything is balanced( the bus ride on the coastline) , then something displaces that balance(the bus crashes into the fruit stand) and then finally reaching a new balance again(when Hepburn gets into the car with the man).
8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.
8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.
Audrey is presented as "perfect looking" which is what actresses like her were expected to look like or act like in those times. So the representation of gender is prominent in the advert, this includes the man as he also plays into gender roles by trying being the "hero" to the "damsel in ditstress". There is also the stereotype of Italian's when they talk using exaggerated hand gestures.
9) What representations of gender can you find in this advert?
The man is supposedly the hero and Hepburn is supposedly the damsel in distress who needs saving.
10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts?
The gender stereotype is subverted when Hepburn takes the bus drivers hat and placing it on the mans head. She also doesn't get into the front of the car like he expected , she gets into the back of the car as if to signify that the only reason she is getting in the car because she wants him to drive her , not the ther way around. He is nothing but a chauffeur to her and not a love interest.
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