Advertising & Marketing - Galaxy Flashcards
AIDA
Awareness
Interest
Desire
Action
Advertising Standards Authority
UK’s independent regulator of advertising across all media
Advertising codes
Independent - cannot be influenced
The ASA regulates
- Magazines and newspapers
- TV and radio
- Television shopping channels
- Posters
- Cinema commercials
- Direct mail
- Internet ads
Galaxy Chocolate
- Star theory - Audrey Hepburn died in 1993 however the ad was produced in 2013. (CGI)
- Known as a style icon - styled by Givenchy
Famous films:
Breakfast at Tiffany’s
Roman holiday - ad is in Italy
My fair lady
Song used - moon river - sang by Audrey Hepburn in ‘Breakfast at Tiffany’s’ - nostalgia - intertextual refrence
The Galaxy Chocolate ad creates a sense of nostalgia for their target audience. The setting of the ad is set in the 1940s/50s. Galaxy will supposedly transport us to a time in our lives when everything was simpler.
Audrey’s elegance communicated the chocolates silkiness.
Media Language in Galaxy Chocolate
- Todorov - narrative structure - equilibrium - disruption to bus trip, attempts to restore: makes eye contact with man, get out of bus, happy ending (relaxed when she eats chocolate)
- Propp - character types - driver, man (hero/helper), woman (princess), chocolate (hero)
- Barthes - action and enigma codes - enigma: eye contact, action: gets off the bus to get in the car, enigma: cliffhanger - romantic? how will the chocolate benefit this?
- Dyer - star theory - Audrey Hepburn - paradox - star appeal (attracts aspirers)
- Levi-strauss - binary opposites - man and woman, bus and car
- Mulvey - male gaze
Audio codes - diegetic, non-diegetic - music, sound effects
Visual codes - mis-en-scene - setting, time
Non-verbal codes - gestures, outfit
Written codes - slogan, logo
CGI: Galaxy Chocolate
Ethical issues - someone could be represented as something they would not be happy about. This could give the celebrity a bad reputation in the industry. They cannot change this as they would no longer be alive.
Galaxy Chocolate Further Study
- intertextuality - setting and style similar to Roman Holiday with male lead
- slogan helps to remember product ‘why have cotton when you can have silk?’
- ad challenges and reinforces gender stereotypes (man saves woman)
- chocolate is presented as enticing and relieving, and good enough for someone as exquisite as Audrey
An Establishing Shot comes first to show us where the action is taking place.
Amalfi coast. Nostalgia to Roman Holiday
A Master Shot is next. This shows us where things are in the scene before we start cutting in to closer distances
Market place, equilibrium
This mid-shot of the fruit-seller. How does it change our understanding of the shot immediately after it (the one of her looking out of the window)?
star theory disruption of the equilibrium close up shot no direct mode of address - enigma she is affiliated with the disruption of equilibrium - what will she do?
We see Hepburn open her bag before tall, dark and handsome turns up in his sports car. What does this order of events suggest suggest?
attempts to restore equilibrium using chocolate.
Enigma with significance of car
A Two-Shot allows us to focus on two characters at once.
We can then cut into a shot-reverse-shot of Hepburn and Tall, Dark and Handsome.
What do you think this suggests about their relationship?
allows us to see proxemics between characters
hepburn being at a higher level shows superiority. star theory
suggested relationship
binary opposites - male female
romantic reaction - enigma
close up shots
subverting stereotype - driver is hero
What is symbolized by Hepburn taking the hat off the bus driver and putting it on the tall, dark and handsome man?
changing character types
subverting stereotypes
transferring power
How effectively do you think this advertisement targets its audience? Why?
elements of nostalgia - targets wide audience - simpler world
star appeal - targets fans
chocolate acting as hero - relieves someone even as high as audrey hepburn
aspirational lifestyle - psychographic segmentation
amalfi coast
intertextuality - roman holiday, moon river, breakfast at tiffany’s
How do you think the representation of Audrey Hepburn compares with the way other women in this unit are represented?
constructed representations
Laura Mulvey
subverting stereotypes
women could be relatable - Dr Who / Class
aspirational - Audrey Hepburn (star theory - paradox)
personal relationships
use of CGI and ethical nature of dealing with death of an icon
