Galaxy 'Chauffeur' advert: blog tasks

 1) Why is the advert set in the 1950s? What audience pleasure does this provide? 

The advert is set in the 1950s because it brings historical context back as well as nostalgia for those who like Audrey Hepburn's work and like the 1950s.

2) Which of Propp's character types are represented in the advert? (Note: just choose two or three character types that are definitely used in the advert - it does not use them all). 

  • The Helper/Sidekick: Galaxy chocolate and the chauffeur.
  • The Heroine: Aubrey Hepburn 
  • The Hero: The guy driving the car and Aubrey Hepburn
  • The Villain: Market Stall
  • Donner: Bus Driver

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

The adverts narrative follows Todorav's theory of equilibrium by having a equilibrium which is Audrey Hepburn on the bus then the disequilibrium which is the crash into the market stall then finally the new equilibrium which is Audrey Hepburn taking the bus drivers hat and makes the Gregory Peck character her chauffeur.

4) Who is Audrey Hepburn?

Audrey Hepburn was a 1950s iconic actress/fashion model who starred in many movies and was known for her fashion and class.

5) Why did Galaxy select Audrey Hepburn for this advert?

Galaxy selected Audrey Hepburn because they wanted to create nostalgia for the older audiences who remember Audrey Hepburn who was a icon is the 1950s for her acting and fashion which helps back the Galaxy slogan of 'why have cotton when you can have silk'. Also for free publicity by the media and audiences mentioning the fact that a "celebrity has been brought back to life". 

6) What is intertextuality?

 Intertextuality is when one media text references another media text. 


7) 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 movie Audrey Hepburn that is suggested in the advert is Roman Holiday and the effect is created by the setting which is Italy with the serene and exotic coastline which shows and reinforces the stereotype of Italy as romantic and luxurious.

8) What are the connotations of Audrey Hepburn and celebrity in this advert? 

The connotations of Audrey Hepburn in this advert is that she is beautiful, elegant and desirable as most celebrities are. This is shown with Aubrey Hepburn's immaculate hair, full face makeup and clothes showing her as perfect which is a stereotype reinforced on celebrities. Also the way she walks is elegant when getting out of the bus and walking towards the car. Finally she is shown as desirable because of how she is the only woman in the whole entire bus being asked to get in the car because of how pretty she is and the way the bus driver and market stall owner stop arguing once they see her walking through them showing they have been bewitched by her beauty.

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

The representation of gender found in the advert is woman having to look perfect and beautiful just to please men this is shown by Audrey Hepburn wearing a full face of make-up in summer, dressed beautifully and elegantly in the advert and how the men get bewitched when they look at her (the bus diver, the market owner and the man driving the car). Whilst the men are relaxed and wearing casual clothes not having to worry about how they look. Plus the fact that all the men are working and driving rather than any women whilst Aubrey Hepburn is seen as the damsel in distress and the man driving the car is seen as a hero saving her. But suddenly this is changed in the second half of the advert where the representation of gender changes and also subverts stereotypes of gender like the fact Audrey Hepburn becomes the hero of the story and shown as someone who doesn't need saving whilst the man driving the car becomes a side character.


10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.

Stereotypes are both reinforced and subverted in the galaxy advert like the gender stereotypes. This is shown at first where the stereotypes are reinforced by Aubrey Hepburn wearing a full face of makeup in summer showing women have expectations of looking beautiful at all times whilst the men are carefree and the stereotype of women being damsels in distresses whilst men are seen as heroes is a stereotype is reinforced by the man driving the car being the hero who saves the damsel in distress who is Audrey Hepburn in the advert. However the stereotypes are subverted near the end of the advert where Audrey Hepburn becomes the hero and most of the men just become side characters example the man driving the car becomes a chauffeur.

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