Galaxy Advert CSP

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

Themes of luxury, and indulgence for over 25 years.

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 adverts key focus is to show that the chocolates texture is smooth and silky.

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

Audrey Hepburn was an actress in the late and early 50s and 60s, and they chose her for nostalgia, and the advert was aimed toward older people who have seen some of her films.

4) In your own words, what is intertextuality?

relations between texts.

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)?

Roman Holiday is referred, as it has been shot in the same place, and has the same themes (like the time period of fashion, cars, buildings etc) 

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). 

Propps character theory is shown, as the hero, heroine, donor, helper and villain can all be seen in this advert through the characters shown.

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

In the Galaxy advert, a constant start, problem and happy ending can all be seen. (Bus journey going smoothly, Fruits blocking bus route, man offering Audrey a lift)

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

Audrey Hepburn is represented as the heroine princess as she is being saved by the man in the car, who is the hero.

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

It shows that Audrey is helpless because of the bus being blocked, which is showing that the woman is helpless and needs a man to save her, aka the man driving the car.

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

The quote, "why have cotton when you can have silk" is seen in a racial context, which is an oppositional reading to the preferred reading of the company implying that their chocolate is as smooth as silk, and softer than cotton. 

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