galaxy Flashcards
who stars in galaxy
audrey hepburn through the use of extensive CGI.
when is the advert set?
1950
where is the advert set?
amalfi coast in italy to establish the nostalgia and the golden age.
how is intertextuality used in the advert?
italy references her famous film “roman holiday’.
the non-digetic song “moon river” references her most famous film “breakfast at tiffany’s”
the use of cgi in the advert:
it took over 7 months to create and use the cgi of the dead celebrity.
her children gave permission for her to be used.
it raised questions on why dead people are being used in adverts.
how did hepburn make it more likely for the chocolate to be bought?
people thought that buying the chocolate would make you get a taste of the luxury and glamour of hepburn’s life.
why did the creator use hepburn?
she was classy and elegant- made sense to use her to communicate the message of “use silk, not cotton”
context of the advert:
the advert can be seen to reflect a more modern stance on gender equality than there was in the 1950s. She places the man in a position of subservience as a chauffeur and herself in a position of power and control.
what does the amalfi coast suggest?
it represents glamour, luxury and wealth.
setting:
the advert uses an establishing shot with scenic view of the mountains in amalfi coast.
vibrant and exuberant colour palettes.
camera pans across a small town.
masculinity in the advert:
the men in the advert help drive the narrative- the villian who stops the bus and the hero who takes audrey in her car.
how it follows propps theory:
princess- audrey
villain- fruit seller
hero- italian guy and the galxy chocolate.
donor- the bus driver.
how if follows todorovs theory:
equilibrium- she is sitting in the bus.
disruption- bus crashes into fruit stall.
recognition- not the right place to eat her chocolate at it is crowded.
repair- hops in the italian guys car.
new eq- eats chocolate and drives off.
What does the sudden non-diegetic sound once she sees the chocolate imply?
The sudden non-diegetic sounds once she sees the chocolate connotes that the chocolate is relaxing
What did having a car mean in the 1950’s?
Having a car meant luxury and wealth as most people didn’t have cars
What effect does the man’s car have?
The car creates a binary opposite against the bus, suggesting he is wealthier and of higher class
When the man sees Audrey, what does the shot-reverse-shot imply?
The shot-reverse-shot emphasises their emotional connection and romantic narrative
Also makes him seem like the hero
What does Audrey sitting in the back seat imply?
Creates message that the man is not what she wants, rather eating the chocolate is.
What do the close up shots of the chocolate connote?
Close up shots of the chocolate are used to help sell the product.
How does galaxy use romantic image to help sell their chocolate?
Red lips eating the chocolate, creating sexualised image which is conventional in chocolate adverts
What does “why have cotton when you can have silk” imply?
“why have cotton when you can have silk?” Metaphorically implies that Galaxy is like silk and luxurious and other chocolates are binary opposites as cotton.
What do the intertextualities do to the audience
The intertextualities help the audience to feel nostalgia and engage with the advert as they are pprobably pre sold fand of audrey.
