Galaxy advert CSP

 

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

 Some key conventions of TV advertising found in the Galaxy advert include the use of visually appealing and high-quality imagery, a captivating story line, emotional appeal, and the incorporation of product features and benefits.

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 key message communicated by the Galaxy advert's slogan is that their chocolate is "smooth and creamy," highlighting its luxurious and indulgent qualities. The formal tone used in the Galaxy advert helps to emphasize the sophistication and elegance associated with their chocolate, reinforcing the message that it is a premium and high-quality product.

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

Galaxy selected Audrey Hepburn for their advert due to her embodiment of the brand's values and image. Hepburn's elegance and sophistication perfectly align with Galaxy's aim to provide a luxurious and indulgent chocolate experience. By associating their product with Hepburn's iconic status, Galaxy seeks to enhance the perceived quality and desirability of their chocolate.

4) What is intertextuality?

Intertextuality refers to the concept of how texts are interconnected and influenced by other texts. It involves the incorporation of references, allusions, or quotations from other works within a particular text, creating a web of connections and meanings.

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)?
This advertisement's effect is the result of meticulous attention to mise-en-scene. The actors' iconic costumes, which are reminiscent of Audrey Hepburn's roles in "Breakfast at Tiffany's" and "Roman Holiday," play a significant part in the production. Lighting is used to evoke a glitzy, sentimental mood that is reminiscent of old Hollywood movies. The actors' cosmetics are also styled to mimic the iconic look of Audrey Hepburn. Additional props that evoke the locations and themes of the suggested films include a Vespa scooter and the recognizable Tiffany & Co. jewelry. All in all, these components work well together to create an elegant atmosphere and allusions to Audrey Hepburn's filmography in the advertisement's 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). 

In the galaxy advert, we can see the Villain and the Donor character types. The Villain is initially represented by the dark, ominous figure who is causing chaos and distress in the town. The Donor is represented by the protagonist who brings the galaxy chocolate to the town and lifts the spirits of the inhabitants, ultimately defeating the Villain and bringing harmony back to the community. This shows a change in the characters as the Villain is ultimately defeated and the Donor brings about a positive change in the community.

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

The commercial opens with an image of a woman eating a piece of Galaxy chocolate while taking in a calm and serene moment. This creates the conditions for a disruption, which happens when an abrupt and unanticipated change in the surroundings shatters the woman's peaceful moment. In this instance, it might be a reminder of a stressful circumstance or an emotional disturbance like an unexpected downpour.Following the disruption, the story proceeds to the recognition stage, in which the commercial's protagonist recognizes the significance of the disruption and starts looking for a fix. The woman's response to the interruption and her subsequent actions to resolve it could be used to demonstrate this.The story comes to a close with the woman finding her equilibrium again and finding a moment of peace and quiet, probably while savoring some more Galaxy chocolate.

In general, the story of the 2013 Galaxy commercial adheres to Todorov's theory of equilibrium by introducing a disturbance to the protagonist's initial equilibrium and then tracking her quest to identify, mend, and eventually return that equilibrium.

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

Audrey Hepburn is portrayed in this advertisement as a timeless and legendary figure. She is presented as sophisticated, elegant, and fashionable, exuding an air of vintage glamour. This portrayal of her as a celebrity is elegant, sophisticated, and graceful; it fits with her reputation as a well-liked Hollywood star. According to the advertisement, Audrey Hepburn's fame will never fade and her sense of style will always be an inspiration to modern standards of beauty and fashion.

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

Traditional gender roles: The ad may depict traditional gender roles with the woman being portrayed as emotional and nurturing, while the man is depicted as strong and protective.

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

The Galaxy advertisement challenges the typical gender roles frequently portrayed in advertising by showing women in positions of leadership and power, subverting stereotypes. This is in line with the contemporary societal setting, which places a high importance on women empowerment and equality. In addition, the advertisement embraces the diversity of today's society by showcasing a varied range of people from many ethnic backgrounds, departing from the uniform depictions common in the past.