Galaxy 'Chauffeur' advert: blog tasks

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

Logo: Galaxy chocolate bar
Sound: Soundtrack from a 1950s movie 
Camera: close-up of the galaxy bar
Narrative (storyline): link to romance
'Call to action': galaxy chocolate helps you solve problems? Promotes happiness and enjoyment.
Mise-en-scene: setting 9famous Almaficoast in Italy) reinforces luxury, actor - a wire Hepburn famous Holywood actress in 1950s

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 is "Why have cotton when you can have silk?". The key message in this advert is that they have the best chocolate.

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

Audrey Hepburn was a famous actress known for her elegance and iconic roles. Galaxy chose her for their ad because her timeless beauty and sophistication fit the brand’s luxurious image.

4) What is intertextuality?

Intertextuality is when texts reference or influence each other.


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)?

In the Galaxy advert, Audrey Hepburn’s elegance from films like Breakfast at Tiffany's is suggested through:

  • Costume: Hepburn wears a glamorous, classic outfit, echoing her iconic black dress.
  • Lighting: Soft, flattering lighting gives a luxurious, dreamy feel.
  • Actors: Hepburn’s poised, refined presence reinforces her timeless beauty.
  • Make-up: Her flawless, natural make-up enhances sophistication.
  • Props: The chocolate itself, presented as an indulgent treat, adds to the luxury.
  • Setting: A chic, elegant backdrop emphasizes the high-end, aspirational vibe.

These elements create a connection to her iconic roles and elevate the product's luxurious image.


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). 

In the Galaxy advert:

  1. The Hero: Audrey Hepburn, symbolizing elegance and luxury.
  2. The Dispatcher: The chocolate itself, initiating the indulgent experience.

These roles focus on indulgence and luxury, rather than traditional hero-villain dynamics.


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

A Galaxy advert typically follows Todorov's theory like this:

  1. Equilibrium: The character uses an old phone, life is normal.
  2. Disruption: The old phone breaks or is frustrating.
  3. Recognition: The character realizes they need a new phone.
  4. Repair: They get a Galaxy phone, solving the issue.
  5. New Equilibrium: The character is happy, enjoying the benefits of the new phone.

It shows a transformation from frustration to satisfaction.


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

Audrey Hepburn is presented as a timeless, elegant icon, associating the product with luxury and sophistication. Her image makes the product feel more exclusive and aspirational.


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

In a typical Galaxy advert, gender representations can show both men and women using the phone, but in different ways. Women might be shown using it for social or family-focused activities, while men may be portrayed using it for work or tech-related tasks. However, many ads also highlight equality, showing both genders using the phone in a variety of empowered, modern ways, reflecting inclusivity and breaking traditional stereotypes.


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

At the end of a Galaxy advert, stereotypes are often subverted by showing both men and women using the phone in equal, diverse ways. For example, a woman might be shown using the phone for business or tech-related tasks, while a man could be seen engaging in social or creative activities. This challenges traditional gender roles and reflects modern social and cultural values of equality, empowerment, and inclusivity, portraying both genders as capable and versatile in all aspects of life.


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