Galaxy 'Chauffeur' advert: blog tasks

 

1) What key conventions of TV advertising can you find in the Galaxy advert?
-Italy,women,men,beauty,

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.
-it presents chocolate as a luxury that is to be consumed for relief of stress and inflict relaxation and enjoyment

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? 
-the add is set in the 1950s which Audrey dominated with her ,at the time., ideal physique beauty standard  

4) What is intertextuality?
-the relationship between texts, especially literary ones.

5) What Audrey Hepburn film is suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?

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). 

7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
-Audrey's sweet journey however is then disbalanced by the bus's crash into the fruit stall which causes the bus to stop however when the  man comes to offer her a ride in his car all is fixed in the new equilibrium as she enjoys her ride with luxury chocolate.

8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented. 
-It subverts the expectations of the representation of celebrity however towards the end it aligns with the expectations this is because in the beginning she is riding a public bus however towards the end she is being chauffeured with luxury.

9) What representations of gender can you find in this advert?
-During the advert there are only men driving from the beginning when a man is riding his mophead and to the bus driver and then toward the end when a man offers her a ride. This can implement the stereotypes of women driving and how it may not be allowed.


10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts?
- In accordance to Propp’s Character theory Audrey is the princess in need of help which is a little bit stereotypical for women however towards the end becomes the hero as she is relaxing in the back of a vintage car with her luxury chocolate.

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