Galaxy advert CSP

1) Some key conventions of TV advertising portrayed throughout the Galaxy advert includes the product placement/pack shot which clearly shows the audience what kind of product is being advertised. Another key convention is the use of a slogan "Why have cotton when you can have silk?", which eloquently encourages the audience to buy the product and describes it as a grand and luxury product. The use of a creative narrative or concept in the advert, along with mise-en-scene, communicates with the audience and makes them more engaged within the story-line.

2) The main message that the Galaxy advert is attempting to communicate to audiences is the fact that the brand and product of which they are advertising is a must-have and splendid product which many would enjoy. By describing it as "silk" rather than "cotton", this indicates that this specific brand of chocolate is far more superior than other chocolate brands. It may come across as an elegant or a pleasant product which would bring a sense of comfort to all those that purchase it.

3) Audrey Hepburn was a huge Hollywood star in the 1950s and 1960s. She was hugely associated with glamour and style, and was widely known by many as a model and fashion icon. They used a CGI-version of Audrey Hepburn in the Galaxy advert as she was a very famous and iconic name within Hollywood, and would create a feeling of nostalgia for some viewers as the advert is inspired by one of her hit films, Roman Holiday, which came out in 1953. Audrey also represents heritage, classiness and elegance - which could attract a wider audience as the producers of Galaxy intend for audiences to see their product in the same way.

4) Intertextuality is when one media piece references another media piece within theirs.

5) The Galaxy advert referenced one of Audrey Hepburn's hit films, Roman Holiday, which was released in 1953. Because of this, the producers recreated the same setting, the luxurious Italian Riviera in order to create a sense of nostalgia for certain viewers. The costumes and make-up used in this advert also emphasises the time frame in which this is set, so that it maintains the same 1950s Italian coast effect.

6) The Galaxy advert mostly consists of three of Propp’s character types: the hero, the heroine and the villain. In this case, the ‘villain’ could be interpreted as the fruit cart, as it was the main aspect in which stopped the bus on the first place. The ‘heroine’ would be Audrey Hepburn, as she clearly portrays the same generic qualities as you’d expect from a typical heroine character displayed within the media. The ‘hero’ would be the driver, as he is the one who saves the heroine (or Audrey Hepburn) from the traffic and instead drives her away himself.

7) Todorov’s theory of equilibrium is depicted within the advert by following the same simple three part structure: equilibrium > disequilibrium > new equilibrium. This is shown when at first everything is normal and going smoothly, until the bus crashes into a fruit cart, which disrupts the equilibrium - therefore becoming the disequilibrium. This is then resolved later on after Audrey is rescued by the driver, which restores the equilibrium and further supports the Todorov theory.

8) The way celebrities are represented in the advert are as glamorous and elegant people, through the use of Audrey Hepburn being one of the main focuses - as she was once one of the most famous and iconic actresses within the film industry. She is presented as a defined and regal woman who is fully deserving of the best things; linking back to the advert's slogan: 'Why have cotton when you can have silk?'.

9) The way gender is presented within the advert is by Audrey Hepburn being the "heroine", and the driver being the "hero". She is shown to be a graceful and distinguished woman and he is portrayed as a helpful and also strong figure of a man. It is also a typical stereotype for a woman to be rescued by a man within many different pieces of media, and this advert further reinforces that largely-thought stereotype.

10) At the end of the advert, the stereotypes are subverted when instead of seating herself beside him in the car, Audrey sits behind him instead. This may subvert typical gender stereotypes, as it's a common thought stereotype that women should be "attached" to a man rather than having an independent persona, and that they "belong" to them, with men being thought of as superior. However, the advert completely switches this certain stereotype - what with Audrey Hepburn sitting behind the driver and him assisting her, almost as if she's the dominant figure instead, rather than her playing the classic "damsel in distress" role as some would generally expect. This reflects both modern social and cultural contexts as this may influence a specific audience to view gender roles in a completely different way, and emulate their own beliefs on subverted gender stereotypes within society today.