Advertising case study 3: Audrey Hepburn Galaxy advert

Galaxy advert: background information

This is the advert CSP:

You can read more about the incredible CGI technology that went into creating the advert here. There is also a Guardian feature from the production company behind the advert explaining the technical process. 

GLOW words to use for this CSP

• Intertextuality: When one media text refers to or suggests another media text
• Semiotic codes: The media language choices (‘signs’) that create connotations for the audience.

Historical context of confectionary advertising

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

This classic Flake advert from the 1980s creates a nostalgic atmosphere of a more innocent time: 

Galaxy brand identity

The Galaxy brand identity has focused on luxury and indulgence for over 25 years. This 1995 advert is a good example of the Galaxy brand and also features a nostalgic soundtrack:

Audrey Hepburn

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.


Intertextuality in Media Products

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.

Narrative theory

Propp’s  Character theory

Vladimir Propp stated that there were seven basic character functions when he analysed 100 fairy tales and that these were present in most narratives. Media products still use these recognisable character types today:

Hero, Villain, Heroine/Princess, Father, Donor, Helper/Sidekick, False Hero

Todorov: equilibrium

Tzvetan Todorov suggested that all narratives follow a three part structure.

They begin with equilibrium, where everything is balanced, progress as something comes along to disrupt that equilibrium, and finally reach a resolution, when a new equilibrium is restored.

Equilibrium > Disequilibrium > New equilibrium

This can be applied to most media narratives.

Galaxy advert: Representations

The TV advertisement for Galaxy uses a range of stereotypes. Stereotypes are used so that semiotic codes can be quickly communicated to the target audience. What stereotypes are used in this advert and why? Are they reinforced or subverted?

Place: Italy

Celebrity: Audrey Hepburn

Product: Galaxy chocolate

Time: 1950s

Gender: Men & Women, gender roles

Galaxy 'Chauffeur' advert: blog tasks

Work through the tasks in this blogpost to make sure you're an expert on this CSP.

Re-watch the Galaxy advert then answer the questions below:



1) Who is Audrey Hepburn?

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.


2) Why did Galaxy select Audrey Hepburn for this advert? 

Galaxy selected Audrey Hepburn for this advert to relate to the target audience as a comparable celebrity as they have presumably watched her movies and would identify the celebrity at sight. 

3) What are the connotations of Audrey Hepburn and celebrity in this advert? 

the colour scheme seems natural and props are placed nicely.

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

the advert galaxy chocolate is set in the 1950s because of the style it was made in then.
5) What is intertextuality?

the relationship between texts, especially literary ones.

6) 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)?

it suggests that the costumes, props and make-up are like the 90s style.
7) Which of Propp's character types are represented in the advert? (Note: you will not find them all). 

Skip.

8) How does the advert's narrative (story) follow Todorov's theory of equilibrium?

it follows todorov's theory by giving the audience the narrative they wanted.

9) What representations of gender can you find in this advert?

the representation of gender i can in this advert is that all men and women are equal genders.

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

yes

1) gender respresentation

2) sunny day.

Gender representation in advertising

1) Find three adverts featuring women that are from the 1950s or 1960s. Save the images to your Media folder as jpegs and then import them into your blog post. Hint: You may wish to look at car, perfume or cleaning products but can use any product you wish.

1)



2)


3)





2) Find three adverts featuring women that are from post-2000. Save the images to your Media folder as jpegs and then import them into your blog post.

1)



2)



3)



3) What stereotypes of women can you find in the 1950s and 1960s adverts? Give specific examples. 

1) women are stronger than man.

2) women are in control than man.

3) women are more dominant.

4) What stereotypes of women can you find in the post-2000s adverts? Give specific examples.

???

5) How do your findings suggest representations of gender have changed over the last 50 years? 

my findings have changed the representations of gender have changed over the last 50 years because in the 80s women were more dominant than men but in the present time men are more dominant than women.

Advertising case study 1 : OMO print advert

Sample questions for Advertising and Marketing

In your Media exams, you are likely to get questions similar to these:

- Why do advertisers use stereotypes? [6 marks]

- Explain how advertisements reflect the historical context in which they were created. [12 marks]

OMO advert: blog tasks

Work through the tasks in this blogpost to make sure you're an expert on this CSP.

1) What year was the advert produced?

it was produced in the year 1955

2) How were women represented in most adverts in the 1950s?

women were presented as house wives in 1955.

3) How does the heading  message ('OMO makes whites bright') and typography promote the product?

the heading message and typography promote the omo product by its wuality and hoe well it is made.

4) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of the model used to suggest women's role in society?

the costume is presented as a cleaners outfit, the make looks like a 1950s makeover, and the placement of the model is her putting her clothes to dry on the clothe hanger.

5) Why is a picture of the product added to the bottom right of the advert?

it's added there because for people who dosen't know what the omo washing up liquid looks like in real life.

6) What are the connotations of the chosen colours in this advert?

the colour scheme looks natural because of the colours red, brown, green, blue  and yellow.

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.

1. it says how house wife's are stronger then men

2. it shows a quote that says 'that'll shake you, mother!'
8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.

the representation of women is that women are stronger than men, and the stereotype of cleaning.
9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?

The preferred reading of this omo poster is that women are dominant than men.
10) What is the Opposition reading for this advert - how might a modern audience respond to this text and the representation of women here?

the opposition reading of the omo advert is that women are weaker and men are more dominant.
Grade 8/9 extension questions

1) How much do you think things have changed over the last 60 years with regards to representations of women in advertising? Give examples from a variety of adverts

2) Read this Guardian feature on possible law changes with regards to gender representations in advertising. Do you agree with this approach?

3) Now read this Guardian feature entitled 'Mad Men and invisible women'. Why does it suggest the advertising industry has 'failed to move on'? Do you agree? Read some of the comments below the article to get a range of differing views on this topic.