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1) What key conventions of TV advertising can you find in the Galaxy advert?
- Pack shot
- Slogan
- Star power
- Mise-en-scene
- Sound
2) What is the key message the Galaxy advert is communicating about its chocolate?
Galaxy chocolate is a luxury treat
3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert?
Audrey Hepburn was a huge Hollywood star in the 1950s and 1960s. She was associated with Hollywood glamour and style and was also a fashion icon and model. 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.
5) 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)?
6) Which of Propp's character types are can be found in the advert and how do they change?
4) What is intertextuality?
Intertextuality is where one media product (e.g. Galaxy) makes reference to other media products (e.g. Audrey Hepburn movies such as 1953 film Roman Holiday) to interest and engage the audience.
5) 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)?
6) Which of Propp's character types are can be found in the advert and how do they change?
- Heroin
- Doner
In the advert at first everything is balanced; the bus ride on the coastline. Then something displaces that balance; the bus crashes into the fruit stand. Finally reaching a new balance again; Audrey Hepburn gets into the car with the man.
8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.
9) What representations of gender can you find in this advert?
8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.
9) What representations of gender can you find in this advert?
10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts?
Grade 8/9 extension tasks
Read the Framestore case study and the Guardian feature again. How did they recreate an Audrey Hepburn film using location, casting and CGI?
Now read this Vintage Everyday feature behind the scenes of the Galaxy advert. What other background information do you learn here regarding the construction of the advert?
Women in the 1950s are represented very differently in two of our advertising CSPs: OMO and Galaxy. What similarities and differences can you find by analysing the two products?
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