Advertising and Marketing CSP - Audrey Hepburn Galaxy advert

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

In the Galaxy advert a key convention represented is the idea of galaxy being a luxury everyday product 

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 advert tries to send the message of galaxy being a luxury silky smooth chocolate

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

Audrey Hepburn was a popular actress in the 1950's - 1960's 

4) In your own words, what is intertextuality?

when a certain media product promotes itself to an audience via the use of an other media product

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)?

In her films Hepburn is shown to have glamour and  style this is shown in the advert by her wearing modest clothing and having a cool calm tone yet inviting

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 - The driver

Heroine - Hepburn

Helper - Bus driver

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

The advert starts with Hepburn being on a bus going on a journey then a Disequilibrium comes when Hepburn's

bus is stopped due to a fruit vendor spilling fruits everywhere and the story concludes with Hepburn being swept away by the hero (the driver) to continue her journey 

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

Audrey Hepburn is shown as a modest calm collective woman

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

The typical modest woman of 1950's - Hepburn

The typical working man - The bus and car driver

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

Audrey Hepburn gets in the backseat of the car and the man drives her as a taxi escort whilst she sits in the back eating galaxy this creates a switch of roles in the advert as Hepburn becomes the Hero and the car driver becomes more of a Heroine 

Grade 8/9 Extension Tasks

Read the Framestore case study and the Guardian feature again. How did they recreate an Audrey Hepburn film using location, casting and CGI?

They got permission by Audrey Hepburn's Family in order to use her in the advert and then got an actress to play her role while they edited and used CGI to recreate her image 

Now read this Vintage Everyday feature behind the scenes of the Galaxy advert. What other background information do you learn here regarding the construction of the advert?

The advert took a year in order to be completed and they had to find a suitable double for her 

Women in the 1950s are represented very differently in two of our advertising CSPs: OMO and Galaxy. What similarities and differences can you find by analysing the two products?

Galaxy in their advert shows the ideal version of what a woman in the 1950's would look like and shows the perfect romantic feel for the time in order to create a nostalgic and tranquil setting

Whilst in the Omo advert women are represented as typical housewives who enjoy doing housework and follow the standard beauty standards of the time in order to represent the ideal housewife of the time

Overall both adverts use general stereotypes to represent women in the 1950's but galaxy does this in a way that shows the best scenario of such a time whilst Omo shows the ideal housewife of the time as their product has to do with cleaning and Galaxy is selling chocolate