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media studies > galaxy > Flashcards

galaxy Flashcards

1
Q

historical context of the galaxy ad

A
  • 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
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2
Q

why was Audrey Hepburn chosen to star in the galaxy ad

A
  • Audrey was associated with Hollywood glamour & style , was also a fashion icon & model - connotes galaxy is also an iconic brand linked to luxury & indulgence
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3
Q

how was Audrey Hepburn created in the galaxy advert

A
  • 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
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4
Q

how did some people react to the use of CGI to recreate Audrey Hepburn in the galaxy advert
- oppositional

A
  • 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’
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5
Q

where is the galaxy ad set & why is that significant

A
  • 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
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6
Q

how is nostalgia utilised in the galaxy ad

A
  • Audrey Hepburn - classic icon
  • classic car from 1960’s
  • intertextuality of Audrey’s classic films - older audience may have watched them in their childhood
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7
Q

what is intertextuality

A
  • where 1 media product makes reference to other media products
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8
Q

how is intertextuality utilised in the galaxy ad

A
  • 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
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9
Q

how is sound used to engage an audience in the galaxy ad

A
  • 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
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10
Q

why do advertisers incorporate intertextuality into media products

A
  • recognition - catches audiences attention & helps them remember the product
  • nostalgia
  • association - makes audience feel clever , they understand the referenced media product , feel included
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11
Q

how can narrative theories be applied to the galaxy ad to help engage an audience

A
  • propps character theory
  • todorovs equilibrium theory
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12
Q

why are stereotypes used in the galaxy ad

A
  • so info can be quickly communicated to the target audience
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13
Q

what is the key message the galaxy ad is communicating about its chocolate

A
  • 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
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14
Q

what Audrey Hepburn film is suggested in the galaxy ad & how is this effect created

A

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
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15
Q

what representations of gender are there in the galaxy ad

A
  • 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
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16
Q

how would an older audience feel about the stereotypical representation of gender in the galaxy ad

A
  • a resigned audience would enjoy this nostalgic representation - preferred reading
17
Q

how would a younger audience feel about the stereotypical representation of gender in the galaxy ad

A
  • younger audience would see these stereotypes as sexist & outdated - oppositional reading of the advert
18
Q

how are stereotypes subverted at the end of the galaxy ad to reflect modern social & cultural contexts

A
  • 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
19
Q

how is camera work used to engage an audience in the galaxy advert

A
  • 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
20
Q

how is mise - en - scene used to reinforce the galaxy brand

A
  • 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
21
Q

how does the use of CGI distinguish the galaxy advert from other chocolate brands

A
  • 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.

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