Galaxy 'Chauffeur' advert: blog tasks

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

  • Celebrity Endorsement: Galaxy often uses well-known celebrities or high-profile figures to add appeal and credibility to the brand. This draws in viewers who may relate to or admire the celebrity, associating them with the product's luxury or desirability.













  • ulgent. This taps into the audience’s desire to experience these same feelings or moments, associating Galaxy chocolate with moments of self-indulgence and pleasure.

    • 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.

    luxurious treat that provides a moment of pure pleasure and escape. The slogan, often something like "Chocolate for the soul," emphasizes this idea of chocolate as more than just a snack—it’s a comforting, satisfying experience that nurtures your senses and gives you a special, almost therapeutic moment of enjoyment.

    The advert aims to position Galaxy as a premium product, inviting consumers to take a break from their everyday lives and indulge in something truly enjoyable and emotionally rewarding.

    3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert? Audrey Hepburn was a British actress and fashion icon, widely regarded as one of the greatest stars of Hollywood's Golden Age. She starred in classic films like Breakfast at Tiffany's, Roman Holiday, and My Fair Lady. Hepburn became synonymous with grace, elegance, and style, and she remains a cultural icon to this day, admired for her timeless beauty and humanitarian efforts.

    4) What is intertextuality?he relationship between media products where one text references another text by reusing some its ideas 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)?
    She died in 1993 at the age of 63. For the Galaxy advert, the advertising agency used a CGI-version of Hepburn from 1953, the year of her hit film Roman Holiday. The advert is set on the luxurious Italian Riviera which creates intertextuality and nostalgia – two key audience pleasures.
    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). 

    7) How does the advert's narrative (story) follow Todorov's theory of equilibrium? Todorov suggested that all narratives follow a three part structure. They begin with equilibrium, where everything is balanced, progress as something comes along to disrupt that equilibrium, and finally reach a resolution, when a new equilibrium is restored. This can be applied to most media narratives

    8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented. 
    If they're a  famous celebrity and was advertise by  a product people would buy it because they really love them
    9) What representations of gender can you find in this advert? The women as the princess' and the chauffer     is the helper

    10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts? 
    There is an implied romance between the driver and Audrey which will have more codes relevant to women (women may be more of a target audience than men). There are also scenes when Audrey subverts gender stereotypes as she is seen in control of the situation and is shown as an empowered female lead.

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