Galaxy 'Chauffeur' advert: blog tasks

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


Logo shows a galaxy chocolate bar.
Sound- music/sound track from a 1950s movie.
Camera shots-  closeup of the galaxy bar.
Narrative- link to romance , woman needing saving by the man.
'Call to action' - makes it seem like chocolate hels you solve problems and promotes happiness and enjoyments. Valentines?

Mise-en-scene- setting (famous Amalfi coast in Italy) reinforces luxury, Actor is Audrey Hepburn who was famous in Hollywood as an actor in 1950s.

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?" suggests that cotton is cheap, and is everywhere, while silk is more expensive to make. The metaphor suggests that other chocolates are more cheaper than their brand and their brand of chocolate tastes of better quality than others.
So they are saying 'why have other chocolates when you can have the galaxy chocolate bar?'

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

A famous 1950s actor. They probably added her to add nostalgia into the advert for her fans.


4) What is intertextuality?

When one media text references another media text. The Romans movie was referenced in this advert.

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)?

Audrey Hepburn had wore a seemingly old-fashioned dress from the 1950s, the cars were very different than ours today, This suggested that it was in the1950s, where Audrey Hepburn was alive and famous. Her heavy makeup, her neatly styled hair, her feminine appearance overall  shows a feminine stereotype. however in the advert, it is mostly full of male actors other than the protagonist in the video, usually this suggests a romantic narrative which is also added by the chocolates. chocolates are usually given as gifts during valentines.


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 - Heroine/princess. 
Chauffeur- hero
Fruit stall- villain.

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

The bus was driving normally (equilibrium) then the bus crashed into the fruit stall (disequilibrium) the man goes to give woman a ride (new equilibrium)


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

Audrey Hepburn is presented as a normal woman in a vacation on her own using a bus along with other people. (before having the Chauffeur drive her.) but becomes a heroine, someone who needs saving as the bus crashes. She is immaculately presented, known to be loved by many people and is a celebrity in general. She has neat hair, wears makeup and wears a dress, there is a stereotype used most in 1950s (was when she was famous) which was reinforced in this advert .


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

Females are in need of saving, they must look pretty and always wear dresses and makeup and keep their hair nicely, and can win any guys heart.
men are gentlemen, polite, masculine, with lots of confidence. 

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

She sits at the backseat rather than next to him, and instead of a guy giving her chocolate, she already has it and eats it without sharing. they have not once spoken which could also subvert it. to show that the guy is just a chauffeur and not much else. Which is more realistic, no one really pulls up in a nice car and gives you a free ride and chocolates, do they? usually they'd be seen as creeps or dangerous people who could kidnap you.

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