Galaxy 'Chauffeur' Advert

1) What key conventions of TV advertising can you find in the Galaxy advert?
The galaxy advert uses CGI to recreate a movie scene with Audrey Hepburn. The advert is also set in the 1950's to suit that theme of 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 slogan 'Why have cotton when you can have silk?', indicates that galaxy chocolate is a luxury chocolate but is also one that you can have on a daily basis.

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? 
Audrey Hepburn was a famous actor in the 1950's. Galaxy selected her for this advert to gain more popularity and viewers as Hepburn was a big actor. They also used her to emit nostalgia from the advert.

4) In your own words, what is intertextuality?
Intertextuality is when media references media product in order to engage the audience.

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)?
The advert referred to the film, 'Roman Holiday'. The created this effect by including props such as fruit carts which you don't see these days and also vintage cars to fit the theme. The actors, Audrey Hepburn, are also actors from the 1950s. Hepburn also wears a skirt while everyone else also suits the theme of clothing during the 50's. She also wears make-up such as red lipstick to also reinforce the effect. Finally, the setting is exactly what you would think of if you thought of Italy in the 1950's.

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). 

Villain-The fruit vendor: He causes the ruckus (the bus to stop).
Hero-The man in the car: He 'saves' the princess from the bus.
Princess-Audrey Hepburn: She is 'saved' by the hero by escaping the bus.

7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
Equilibrium: The advert starts off with Audrey Hepburn is on the bus and the town looks normal. Disequilibrium: Then the fruit cart blocks the bus way which starts and argument with the driver and the vendor,
New equilibrium: Hepburn is 'saved' by a man in a car. Hepburn is now happily eating galaxy chocolate.

8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented. 
Audrey Hepburn is prioritised over the others on the bus by the man. This shows that she is treated more differently and given more loyalty.

9) What representations of gender can you find in this advert?
Men: They are working, the bus driver as well as the the fruit vendor. The men help out the women.
Women: They always wear make-up, dresses. They have flirtatious looks.

10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts? 
Audrey Hepburn makes it look like she is the one in control by stealing the bus drivers hat and giving it to the car driver. This goes against gender stereotypes.

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