Advertising CSP 2: Audrey Hepburn Galaxy advert

 

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

Product Placement and Branding: The advert emphasizes the luxurious, indulgent nature of Galaxy chocolate, showcasing its rich and smooth texture. The product is prominently featured in close-up shots.

Emotional Appeal: The advert uses a sensual, dreamy atmosphere to appeal to viewers’ emotions, connecting the chocolate with a sense of indulgence and desire.

Celebrity Endorsement: Audrey Hepburn's image is used to appeal to a sophisticated, aspirational audience. The presence of a beloved, iconic figure strengthens the product's association with luxury and elegance.

Narrative: The advert tells a story, setting up a scenario where Audrey Hepburn is enjoying the chocolate, and the plot resolves in an unexpected or playful way.

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.

Key Message About the Chocolate: The key message is that Galaxy chocolate offers a luxurious and indulgent experience, elevating everyday moments into something special. The slogan often ties back to the idea of "seduction" or "luxury," which reflects the chocolate’s appeal to those seeking an elevated, pleasurable treat.

3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert?  Intertextuality refers to the relationship between texts (in this case, media or advertisements) where one text makes reference to, or draws upon, another. In this advert, the use of Audrey Hepburn's iconic image and style references her famous films, especially Breakfast at Tiffany's, creating a connection for the audience that evokes associations with glamour, romance, and class.

 Audrey Hepburn was a renowned British actress and humanitarian, famous for her roles in films like Breakfast at Tiffany's and My Fair Lady. She represents grace, elegance, and timeless beauty, which are qualities that Galaxy likely wanted to associate with its product. By using her, they position the chocolate as something sophisticated, glamorous, and desirable.

4) What is intertextuality?: Intertextuality refers to the relationship between texts (in this case, media or advertisements) where one text makes reference to, or draws upon, another. In this advert, the use of Audrey Hepburn's iconic image and style references her famous films, especially Breakfast at Tiffany's, creating a connection for the audience that evokes associations with glamour, romance, and class.

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)?

The advert evokes Breakfast at Tiffany's, particularly with Hepburn’s iconic black dress, hairstyle, and the overall glamorous vibe.

Mise-en-scène:

• Costume: Hepburn is dressed in a classic black dress, evoking the famous style of Breakfast at Tiffany's.
• Lighting: Soft, glowing lighting creates a dreamy, sophisticated atmosphere.
• Actors: Hepburn, known for her elegance and poise, plays a central role in reinforcing the luxurious vibe of the advert.
• Props: The use of the chocolate itself is central, with the way it’s presented highlighting its sensual, indulgent appeal.
• Setting: The setting could resemble upscale environments seen in Hepburn's films, such as elegant cafes or luxurious interiors

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). 

The Hero: Audrey Hepburn can be viewed as the hero, as she is the central figure who experiences the transformation (enjoying the chocolate and the resulting pleasure).

The Villain: There isn't a clear villain in this ad, but if we stretch the idea, it could be the mundane or ordinary world that is disrupted by the luxurious indulgence of the chocolate.

The Helper: The chocolate could be seen as the helper, offering Hepburn an escape into indulgence and luxury.

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

Equilibrium: The advert starts with Audrey Hepburn enjoying a moment of calm and elegance, presenting a sense of balance and enjoyment.

Disruption: There may be a sense of heightened emotion or indulgence (e.g., she bites into the chocolate, and the experience elevates).

Restoration of Equilibrium: The advert likely concludes with Hepburn savoring the chocolate, bringing a sense of satisfaction and peace back, resolving the brief "disruption."

8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.Audrey Hepburn is presented as an icon of elegance and grace. Her status as a beloved Hollywood legend adds a layer of aspirational appeal to the chocolate. The ad capitalizes on her iconic image, reinforcing the idea that enjoying Galaxy chocolate is a luxurious, almost cinematic experience. 

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

Traditional Feminine Ideal: The ad emphasizes a traditional, glamorous feminine ideal associated with Audrey Hepburn, showcasing her grace, sophistication, and beauty.

Indulgence and Sensuality: The act of savoring the chocolate, with close-ups of her expression, aligns with traditional femininity that is linked to pleasure, indulgence, and desire.

10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts? At the end of the ad, there might be a playful twist, such as a modern, confident take on Hepburn’s traditional elegance, or a subversion where the woman breaks the mold of the delicate, passive figure. The ad could reflect a modern woman who enjoys her indulgence on her own terms, reinforcing a sense of independence and empowerment. This subversion challenges the more passive, dependent portrayals of women often found in older advertisements.