Galaxy ad revision

Question 1

What is Todorov’s narrative theory?

Answer 1

All narratives follow a 5 part structure. They have a clear beginning, middle and end

Question 2

What are the 5 parts of Todorov’s narrative theory?

Answer 2

(1) Equilibrium. They begin with equilibrium, where everything is balanced.
(2) Disruption. Story progresses until something/someone comes along to disrupt that equilibrium.
(3) Recognition. Quest to restore equilibrium starts.
(4) Solving - story continues to a climax.
(5) New equilibrium - story finally reach a resolution, when a new equilibrium is restored.

Question 3

Explain how the Galaxy Brand follows Todorov’s narrative theory?

Answer 3

Equilibrium > Disequilibrium > New equilibrium

1. Equilibrium: Audrey Hepburn is riding in a bus quite happily.
2. Disruption: An incident in the market causes the bus to come to a standstill and get stuck in a growing traffic jam.
3. Recognition: Our heroine starts to get anxious and frustrated. She looks out of the window in the hope of finding a solution to her problem. She looks at the chocolate as a way to make herself happy.
4. Solving: The story progresses - she looks out and sees a handsome man in a flash car next to the bus - he invites her to jump in her car and get out of the stressful situation.
5. New equilibrium: She does so and rides off, finally getting out of the traffic jam and is back on the road stress-free.

Question 4

What is Galaxy’s brand identity?

Answer 4

(1) The Galaxy brand identity focuses on luxury and indulgence, and also heritage (it has been around for over 25 years).

Question 5

How does the Galaxy advert support the brand identity.

Answer 5

1. It features Audrey Hepburn who was a famous Hollywood star in the 1950s/60s, a fashion icon and model and associated with glamour and style. This helps create a positive brand association with the audience and suggests Galaxy is linked to iconic and luxury experiences.
2. The advert is set on the luxurious Italian Riviera, which creates intertextuality and nostalgia - two audience pleases.
3. It features an iconic and nostalgic soundtrack, which reinforces the association of Galaxy being linked to iconic and luxury experiences.

Question 6

What does “nostalgic” mean

Answer 6

Nostalgia, or a “yearning for yesterday,” is a frequently used advertising tool. It is particularly common in the chocolate industry.

Question 7

5) What is intertextuality in media and how is it used in the Galaxy advert?

Answer 7

Where one media product (e.g. Galaxy) makes reference to other media products (e.g. Audrey Hepburn movies) to interest and engage the reader. It is used in 2 ways.

1. From the 1953 movie Roman Holiday. This creates a sense of nostalgia to engage the audience, as well as focusing of the beautiful Italian coast - an idyllic setting that makes you think of stress-free happy times.
2. From the song - Moonriver, which was is Audrey Hepburn’s film “breakfast at Tiffanys. Again, this creates nostalgia and an association with celebrity and glamour.

Question 8

Who is Audrey Hepburn?

Answer 8

A famous Hollywood star in the 1950s/60s, a fashion icon and model and associated with glamour, style and class.

Question 9

Why did Galaxy select Audrey Hepburn for this advert?

Answer 9

(1) Audience will recognize her. Famous and iconic figure help create a positive brand association with the today’s audience
(2) The choice of Hepburn suggests that Galaxy is linked to luxury, iconic experiences.
(3) She represents heritage, class and elegance. These are the qualities they want the audience to associate the brand with.

Question 10

4) Why is the advert set in the 1950s? What audience pleasure does this provide

Answer 10

(1) To promote the brand’s “heritage and iconic status “
(2) It will make people think of ‘old fashioned’ cultural qualities and values. These include authenticity, politeness, innocence and simplicity
(2) This gives a sense of nostalgia to interest and engage the audience.

Question 11

What image does the opening shot of the Amalfi coast create?

Answer 11

Opening shot of amalfi coast creates glamorous and aspirational image

Question 12

What does the open-roof car in the opening shot show?

Answer 12

The open car signifies wealth and offers escapism to the viewer

Question 13

What did having a car mean in the 1950’s?

Answer 13

Having a car meant luxury and wealth as most people didn’t have cars

Question 14

What effect does the man’s car have?

Answer 14

The car creates a complete contrast to the bus, suggesting he is wealthier and of higher class

Question 15

What atmosphere does the busy Italian town of people and car noises create?

Answer 15

The busy area filled with people and cars creates a stressful and chaotic atmosphere

Question 16

What does the sudden drop in backdrop noise once she sees the chocolate imply?

Answer 16

That the chocolate is relaxing - the stressful background fades away

Question 17

Why does the advert include close up shots of the chocolate ?

Answer 17

They are used to help sell the product.

Question 18

How does galaxy use romantic image to help sell their chocolate?

Answer 18

Red lips eating the chocolate, creating sexualised image which is conventional in chocolate adverts

Question 19

What does Audrey sitting in the back seat imply?

Answer 19

Creates message that the man is not what she wants

Question 20

What does the final shot of Amalfi coast imply?

Answer 20

Implies that the chocolate relieved her of stress

Question 21

What is Propp’s character theory

Answer 21

Vladimir Propp stated that there were 7 basic character functions

(1) Hero, (2) Villain, (3) Heroine/Princess, (4) Father, (5) Donor, (6) Helper/Sidekick, (7) False Hero

Media products still use these recognisable character types today:

Question 22

How is Audrey Hepburn represented?

Answer 22

Represented in feminine way

Question 23

7) Which of Propp’s character types are represented in the advert? (Note: you will not find them all)

Answer 23

Heroine/Princess - Audrey Hepburn
Hero: The man with the car

Question 24

Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.

Answer 24

Reinforced.
1. Ladies love chocolate.
2. Cool men have flashy cars
2. The lady is the damsel in distress
3. The man rescues her and whisks her off to live happily ever after.

Question 25

When the man sees Audrey, what does the shot-reverse-shot imply?

Answer 25

The shot-reverse-shot emphasizes their emotional connection and romantic narrative
Also makes him seem like the hero

Question 26

What does “why have cotton when you can have silk” imply?

Answer 26

Why have cotton when you can have silk?” Metaphorically implies that Galaxy is like silk and luxurious and other chocolates are opposites as cotton

Question 27

historical context of the galaxy ad

Answer 27

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

Question 28

why was Audrey Hepburn chosen to star in the galaxy ad

Answer 28

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

Question 29

how was Audrey Hepburn created in the galaxy advert

Answer 29

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

Question 30

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

Answer 30

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’

Question 31

where is the galaxy ad set & why is that significant

Answer 31

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

Question 32

how is nostalgia utilised in the galaxy ad

Answer 32

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

Question 33

what is intertextuality

Answer 33

where 1 media product makes reference to other media products

Question 34

how is intertextuality utilised in the galaxy ad

Answer 34

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

Question 35

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

Answer 35

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

Question 36

why do advertisers incorporate intertextuality into media products

Answer 36

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

Question 37

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

Answer 37

propps character theory
todorovs equilibrium theory

Question 38

why are stereotypes used in the galaxy ad

Answer 38

A
so info can be quickly communicated to the target audience

Question 39

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

Answer 39

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

Question 40

14
Q
what Audrey Hepburn film is suggested in the galaxy ad & how is this effect created

Answer 40

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

Question 41

5
Q
what representations of gender are there in the galaxy ad

Answer 41

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

Question 42

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

Answer 42

a resigned audience would enjoy this nostalgic representation - preferred reading

Question 43

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

Answer 43

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

Question 44

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

Answer 44

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

Question 45

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

Answer 45

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

Question 46

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

Answer 46

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

Question 47

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

Answer 47

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.