Galaxy 'Chauffeur' advert: blog tasks

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

The advert is set on the luxurious Italian Riviera which creates intertextuality and nostalgia – two key audience pleasures. 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.


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.

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? 
​The Galaxy advert emphasises quality and luxury, especially with the tagline 'Why have cotton, when you can have silk'. This is a very clever analogy that really makes their product stand out, as what they offer seems premium and sophisticated, compared to the rest of their competition.

4) What is intertextuality?
Intertextuality refers to the phenomenon of one text referencing, quoting, or alluding to another text. It is the interplay and interconnectedness between different texts, where the meaning of one text is shaped or influenced by its relationship with other texts

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)?
I really like Audrey Hepburn, and I'd rather remember her in her classic films. The footage in the ad is from Roman Holiday for which she won an Academy Award in 1953. The commercial makes it seem like Audrey Hepburn has Galaxy Chocolate in her purse which eats before jumping into a convertible with a hunky Italian

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). 
After studying 100 fairy tales in tremendous detail, he identified seven archetypes: the villain, the donor, the helper, the princess, the dispatcher, the hero, and the false hero. These seven types provide an effective framework for analysing and understanding the functions the characters play in the narrative

7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
The narrative theory of equilibrium derives from narratology. This discipline examines story construction and its effect on human consciousness. Narratology perceives stories as sense-making mechanisms, which allow citizens to understand history, morality, and contemporary social structures

8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented. 
Audrey represents heritage, classiness and elegance. So from a strategic and creative point of view, it made sense for Galaxy to communicate its “silk, not cotton” branding through these qualities.

9) What representations of gender can you find in this advert?
It's not every day you're asked to bring dead celebrities back from the grave, but in our line of work, it's becoming more common. It's something we at Framestore were asked to do when we resurrected Audrey Hepburn TM for Galaxy's chauffeur commercial. Audrey represents heritage, classiness and elegance.

10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts? 
shes in charge of the guy and is in charge but it also reinforces the fact that the guy is her driver and shes like a princess

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