Galaxy advert CSP

 Galaxy 'Chauffeur' advert: blog tasks


Re-watch the Galaxy advert above then answer the questions below:

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

Intertextuality and nostalgia

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 whole theme of the advert is luxury and fanciness so it shows the audience the richness of the chocolate and why people should by it as of it's exquisite taste.

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

Audrey Hepburn was a British actress and Galaxy chose her as she represents heritage, classiness and elegance, so from a strategic point of view,

4) What is intertextuality?

When one media text refers to or suggests another media text.

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)?

Roman holiday- to engage and interest the audience and they are similar as they are both set in the beautiful country of Italy.

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 man in the car was shown as the hero at the start when he asked the princess (Audrey) to come with him, however, when the story continues, the princess becomes the heroine by taking the hat off the donor;s head and placing it on the man's head to make him the chauffeur so she could relax and eat her chocolate in peace.

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

At the start, everything was normal in the train, but when it crashed into the fruit stand it became a disequilibrium and so it went back to equilibrium as soon as the girl got the chance to relax in the car that her chauffeur was driving and eat her chocolate in peace.

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

the luxury presented in the advert shows the silk and richness in the chocolate and the fancy setting suggests that Audrey is not only beautiful but also rich and famous.

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

Usually people would be stereotypical and would expect the man to have the superior power, but this advert challenges that stereotype by making the woman(Audrey Hepburn) have the superior power over everyone else.

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

The frequent use of stereotypes makes people think it is normalized and influences society, especially back in the olden days so this advert goes against stereotypes based on gender by opposite of the society's expectations, like most modern adverts would do, which makes it subverted.

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