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.