Advertising case study 3: Audrey Hepburn Galaxy advert

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  • 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


1) Why is the advert set in the 1950s? What audience pleasure does this provide? 
-  This creates a nostalgia for the audience, it's based in the 1900s

2) Which of Propp's character types are represented in the advert? (Note: just choose two or three character types that are definitely used in the advert - it does not use them all). 
There is a Heroine- Audrey Hepburn
There is a Hero- The chauffeur

3) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
It starts off with everyone in the bus travelling in the Southern part of Italy. - equilibrium
Then that equilibrium is then disrupted because of the man in the stall, he was arguing with the bus driver because his stall was knocked over.
Lastly the Chauffeur calls over Audrey and she enters his car and they drive into the sunlight. 

4) Who is Audrey Hepburn?
    She was a British actress and humanitarian, she was also both a film and fashion icon. She starred in a lot of Hollywood films such as Roman Holiday, Breakfast at Tiffany's, Sabrina, My fair lady and many more...

5) Why did Galaxy select Audrey Hepburn for this advert? 
-Because Audrey was very famous especially in Hollywood, so using her could attract the audience. Especially because when the advert was made she was dead so it was edited

6) What is intertextuality?
 - intertexuality is where one media product makes a reference to another media product, to interest and engage the audience.

7) 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)?
Costumes- The clothing is very old fashioned since its set in the 1900s. Audrey has a long patterned dress on with a scarf around her neck.
Lighting- The lighting is bright, it's set in daytime .
Actors- Well-known actors are used like Audrey Hepburn
Make up- She has natural make up on, her lipstick is quite nude and her eyeshadow consists of very light colours
Props- The galaxy, the knocked over stall, the bus
Setting- It first starts off with her in in bus its daytime, the bus driver is arguing with the stall owner, the chauffer is in the car and invites her into the car, Audrey enters the car to where they drive off to the sunset.

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

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

 

 

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