Galaxy 'Chauffeur' advert: blog tasks
1) Who is Audrey Hepburn?
She was a huge Hollywood star in the 1950s and 1960s. She was associated with Hollywood glamour and style and was also a fashion icon and model.
2) Why did Galaxy select Audrey Hepburn for this advert?
because she is a symbol of beauty and elegance and this fits with the Galaxy slogan, "silk, not cotton" as silk is seen as an elegant material with connotations of luxury suggesting the chocolate is luxurious. She was also very famous in the 50's/60's and brings a sense of nostalgia.
3) What are the connotations of Audrey Hepburn and celebrity in this advert?
The connotations of Audrey in this advert is that she is high class, independent and a classy woman. Also her presence in the Italian Riviera which is a form of Intertextuality as it engages the audience.
4) Why is the advert set in the 1950s? What audience pleasure does this provide?
The advert is based from 1953, the year of Hepburn's hit film Roman Holiday. The advert is set on the luxurious Italian Riviera which creates intertextuality and nostalgia pleasures therefore the audience will be intrigued to buy the product.
5) What is intertextuality?
When one media text refers to or suggests another media text
6) 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)?
The Hepburn movie that was used for this advert was 'Roman Holiday' and is set on the luxurious Italian Riviera which creates intertextuality and nostalgia for the audience. The audience will notice the clothes she is wearing as in the 1950s, people would dress in the way that Hepburn did in the advert. They used a CGI to create a live version of the famous actress using high technology which will encourage her fan basis to buy the product or at least spread the product.
7) Which of Propp's character types are represented in the advert? (Note: you will not find them all).
-Hero= car driver
-Heroine= Audrey
-Villain= Guy with fruit
-False hero= bus driver
8) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
It follows Todorov's theory of equilibrium as it follows, 'Equilibrium> Disequilibrium> New Equilibrium'. In this context, 'Audrey in the bus> Fruit owner preventing the bus to continue the journey> The car driver who offers to take Audrey'
9) What representations of gender can you find in this advert?
In this advert, gender is represented in different ways; strong, dominant, smart, powerful. For example the male characteristics at the beginning of the advert reinforces typical stereotypes (dominant, hero etc..) however, toward the end of the advert this is subverted when Audrey(female) becomes the hero by leaving the bus.
10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.
She was a huge Hollywood star in the 1950s and 1960s. She was associated with Hollywood glamour and style and was also a fashion icon and model.
2) Why did Galaxy select Audrey Hepburn for this advert?
because she is a symbol of beauty and elegance and this fits with the Galaxy slogan, "silk, not cotton" as silk is seen as an elegant material with connotations of luxury suggesting the chocolate is luxurious. She was also very famous in the 50's/60's and brings a sense of nostalgia.
3) What are the connotations of Audrey Hepburn and celebrity in this advert?
The connotations of Audrey in this advert is that she is high class, independent and a classy woman. Also her presence in the Italian Riviera which is a form of Intertextuality as it engages the audience.
4) Why is the advert set in the 1950s? What audience pleasure does this provide?
The advert is based from 1953, the year of Hepburn's hit film Roman Holiday. The advert is set on the luxurious Italian Riviera which creates intertextuality and nostalgia pleasures therefore the audience will be intrigued to buy the product.
5) What is intertextuality?
When one media text refers to or suggests another media text
6) 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)?
The Hepburn movie that was used for this advert was 'Roman Holiday' and is set on the luxurious Italian Riviera which creates intertextuality and nostalgia for the audience. The audience will notice the clothes she is wearing as in the 1950s, people would dress in the way that Hepburn did in the advert. They used a CGI to create a live version of the famous actress using high technology which will encourage her fan basis to buy the product or at least spread the product.
7) Which of Propp's character types are represented in the advert? (Note: you will not find them all).
-Hero= car driver
-Heroine= Audrey
-Villain= Guy with fruit
-False hero= bus driver
8) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
It follows Todorov's theory of equilibrium as it follows, 'Equilibrium> Disequilibrium> New Equilibrium'. In this context, 'Audrey in the bus> Fruit owner preventing the bus to continue the journey> The car driver who offers to take Audrey'
9) What representations of gender can you find in this advert?
In this advert, gender is represented in different ways; strong, dominant, smart, powerful. For example the male characteristics at the beginning of the advert reinforces typical stereotypes (dominant, hero etc..) however, toward the end of the advert this is subverted when Audrey(female) becomes the hero by leaving the bus.
10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.
The male characteristics at the beginning of the advert reinforces typical stereotypes (dominant, hero etc..) however, toward the end of the advert this is subverted when Audrey(female) becomes the hero by leaving the bus.
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