Advertising CSP 2: Audrey Hepburn Galaxy advert

 Advertising CSP 2: Audrey Hepburn Galaxy Advert

1) Key conventions of TV adverts that are visible in the Galaxy advert are a narrative/storyline and nostalgia, as well as characters that convey a message to the audience. 

2) The key message being communicated is that Galaxy is a luxurious brand, smooth and rich both in ingredients and in quality, and better than other products that are compared to cotton rather than silk.

3) Audrey Hepburn is a British actress. She was selected for the advert in order to convey a sense of nostalgia and intertextuality. This was done because Hepburn is associated with glamour and luxury, which is what Galaxy wanted their product to be associated with. 

4) Intertextuality is referencing a media text in another one.

5) The film being associated is Roman Holiday and this effect is created through the setting, a picturesque Italian village by the sea. The car, a prop, is used to reference the 1950s, as the model is a classic, as is the motorcycle. The motorcycle has also been used in Roman Holiday. The actor for the 'hero' is also similar to the main male character in Roman Holiday, which may have been used to reference the film.

6) The heroine is the character of Audrey Hepburn, as she is essentially saved by the hero, the chauffeur driving the classic car. In addition, the fruit that has been knocked over can be compared to the villain, as it has disrupted the journey of the bus. 

7) The narrative follows Todorov's Equilibrium Theory as it starts with an equilibrium, which would be the bus's journey. However, the fruit cart has disrupted the journey, which would be called the disequilibrium. Finally, the new equilibrium would be the chauffeur rescuing her and driving her to her destination. 

8) The representation of celebrity in this advert is a stereotypical man and woman meeting each other. Audrey Hepburn's character is presented as a well-loved woman who is rescued by a man who has the ability to drive around. Perhaps the ending message 'Why have cotton when you can have silk?' links to the idea of Hepburn being on the bus being cotton, and being in a car with a personal 'chauffeur' as silk. 

9) The representation of gender in this advert is stereotypical and reinforces the idea that a woman needs saving by a man. It is also linked to the stereotype of a woman, a princess, needing to be saved by the prince, like a fairytale. The heroine also is waiting, as a princess in a tower would, for a hero to save her and drive her around. It is reinforcing the stereotype and uses this for gender.

10) Stereotypes are subverted at the end of the advert in reference to modern social and cultural contexts because Audrey Hepburn's character gets in the back of the car rather than in the front, and she gives the hat to the Chauffeur. This subverts stereotypes because it shows that she is the one who is in control in this situation, not the Chauffeur, who is seen as the love interest. It also shows that Hepburn's character is not looking for a "hero" to save her because she is not a "damsel in distress"; she has created the chauffeur's journey and decided not to vew him as a love interest. To her, he is nothing more than a chauffeur.