historical context of the galaxy ad
- 2016 galaxy chocolate advert ‘chauffeur’ features the deceased actress Audrey Hepburn , who was constructed for the ad using CGI tech
- nostalgia is a frequently used advertising tool in confectionary advertisement , which is also used in the advert
- galaxy brand focuses on luxury & indulgence , shown in this ad
- chocolate adverts use the idea of childhood to target a wide audience
why was Audrey Hepburn chosen to star in the galaxy ad
- Audrey was associated with Hollywood glamour & style , was also a fashion icon & model - connotes galaxy is also an iconic brand linked to luxury & indulgence
how was Audrey Hepburn created in the galaxy advert
- 2 actresses who looked similar to Audrey were used to create a CGI- version of Hepburn from 1953 , the year of her hit film Roman holiday
how did some people react to the use of CGI to recreate Audrey Hepburn in the galaxy advert
- oppositional
- some people thought the use of a dead celeb to endorse a product was unethical
- some also thought this cgi ver of Hepburn was ‘uncanny’
where is the galaxy ad set & why is that significant
- Amalfi coast in Italy
- Roman holiday was also set in Italy - this intertextuality creates interest & engages the audience
- glamorous destination , conveys brand personality of sophistication
how is nostalgia utilised in the galaxy ad
- Audrey Hepburn - classic icon
- classic car from 1960’s
- intertextuality of Audrey’s classic films - older audience may have watched them in their childhood
what is intertextuality
- where 1 media product makes reference to other media products
how is intertextuality utilised in the galaxy ad
- Audrey Hepburn’s films - particularly breakfast at Tiffany’s , Roman holiday
- setting - Amalfi coast in Italy - Roman holiday is set in Italy
- non diegetic music - ‘moon river’ sung by Hepburn herself from breakfast at Tiffany’s
how is sound used to engage an audience in the galaxy ad
- non diegetic music - ‘moon river’ sung by Hepburn herself from breakfast at Tiffany’s - intertextuality & nostalgia
- diegetic sound - car horns , people yelling in town - creates tense & stressful atmosphere audience can relate to
- contrast with :
- non diegetic music - calming music paired with close up shot of galaxy chocolate on the bus - connotes chocolate is relaxing
why do advertisers incorporate intertextuality into media products
- recognition - catches audiences attention & helps them remember the product
- nostalgia
- association - makes audience feel clever , they understand the referenced media product , feel included
how can narrative theories be applied to the galaxy ad to help engage an audience
- propps character theory
- todorovs equilibrium theory
why are stereotypes used in the galaxy ad
- so info can be quickly communicated to the target audience
what is the key message the galaxy ad is communicating about its chocolate
- galaxy is an iconic brand linked to luxury , style , class & indulgence - just like Audrey
- slogan ‘why have cotton when you can have silk’ , metaphor suggests galaxy is more luxurious than other chocolate brands , which are the ‘cotton’ in the metaphor - creates binary opposition between galaxy & other brands - direct address helps engage audience
what Audrey Hepburn film is suggested in the galaxy ad & how is this effect created
Roman holiday
- cast - nick hopper (driver) looks similar to Gregory Peck who starred next to Audrey in Roman holiday
- advertising agency used a CGI - version of Hepburn from 1953 , the year of her hit film Roman holiday
- setting - Italy , Roman holiday also set in Italy
- breakfast at Tiffany’s - use of song ‘moon river’ that Hepburn sung herself
what representations of gender are there in the galaxy ad
- women - both reinforces & subverts female stereotypes
- all men stop & stare at Audrey , signifies she is mesmerising , objectifies her
- costume - she is presented in a typically feminine way - dress , heels , glamorous makeup
- sexualised image of Audrey eating chocolate - conventional in chocolate ads
how would an older audience feel about the stereotypical representation of gender in the galaxy ad
- a resigned audience would enjoy this nostalgic representation - preferred reading
how would a younger audience feel about the stereotypical representation of gender in the galaxy ad
- younger audience would see these stereotypes as sexist & outdated - oppositional reading of the advert
how are stereotypes subverted at the end of the galaxy ad to reflect modern social & cultural contexts
- Audrey gives the bus drivers hat to the open top cars driver - suggests she sees him as a chauffeur rather than a lover , may convey she is above him in the hierarchy of power , connotes her independence
-implies it is the chocolate she wants , not a romantic partner - conveys her independence
how is camera work used to engage an audience in the galaxy advert
- establishing shot of the Amalfi coast & classic , open top car - luxurious place , creates a glamorous aspirational image , use of escapism & attracts aspirers - car signifies wealth
- shot - reverse - shot between Audrey & driver - emphasizes their emotional connection & possible romantic narrative - suggests he is the hero & Audrey is the damsel in distress when applying propps character theory
how is mise - en - scene used to reinforce the galaxy brand
- contrast between crowded bus & luxurious open top car - bus represents difficulties of working class life - public transport frequently used by working class who could not afford cars - car creates binary opposite against the bus suggesting he is wealthier & of a higher class to most of the passengers
how does the use of CGI distinguish the galaxy advert from other chocolate brands
- cgi Audrey Hepburn - recreating a dead celebrity made this ad unique - never been attempted by other adverts before , created a unique selling point as well as controversy about how ethical it was to use a dead celebrity.
