Media: Galaxy 'Chauffeur' Advert - Blog Tasks

 Media: Galaxy 'Chauffeur' Advert - Blog Tasks

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

Narrative, use of music, slogan, celebrity

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 for this Galaxy advertisement is hinted at in the slogan, "Why have cotton when you can have silk?" Silk is a material that is more luxurious than cotton, and in the advertisement itself, we can visibly see that the woman eats the chocolate in the fancy car, which presents Galaxy as a luxury lifestyle.

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? 
Because she was a Hollywood film star in the 1950s and the advertisement setting was set in the 1950s, Audrey Hepburn had passed away; therefore, they used CGI and permission from the Hepburn family to make it happen, as they seemed to have wanted the advert to rely on nostalgia.

4) What is intertextuality?

Intertextuality is where one media product (e.g. Galaxy) makes reference to other media products (e.g. Audrey Hepburn movies such as 1953 film Roman Holiday) to interest and engage the audience.
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)?
The actors involved were casted to resemble the characters from her previous films.

The costume probably mirrors Audrey Hepburn's style from her famous films

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). 
Hero, Heroine/Princess, Donor, Helper/Sidekick.

When another character approaches with a luxurious car, he is seen as the hero. Audrey Hepburn is seen as the Princess and the bus driver whose hat gets taken is the donor. She places the hat on the driver which now makes him the sidekick/chauffeur.

7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
It starts off equilibrium, disequilibrium as the driver shows up, equilibrium once again when Audrey Hepburn gets in the luxury car with the new Chauffeur
8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented. 

She consumes the Galaxy bar, which is a representation of chocolate in a way that is appropriate for a person leading an luxurious lifestyle.
9) What representations of gender can you find in this advert?

The stereotype is subverted when the man becomes the helper and Audrey becomes the Hero/star

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

This advert subverts stereotypes by presenting a scenario that goes against past expectations, reflecting modern perspectives which is challenging old societal normal things.