Galaxy 'Chauffeur' advert: blog tasks

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

The advert is set in 1950 because  it brings historical context back as well as nostalgia for older people who watched Audrey Hepburn growing up.

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). 

• The Helper/Sidekick: Galaxy chocolate and the chauffeur.
• The Heroine: Aubrey Hepburn 
• The Hero: The guy driving the car and Aubrey Hepburn
• The Villain: Market Stall
• Donner: Bus Driver

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

The advert narrative follows Todorov's theory of equilibrium by Audrey Hepburn being on the bus and the disequilibrium is when the bus crashed in the fruit stall and finally the new equilibrium is when she takes the bus driver hat off and gives it to the so called her who then turns into a Chauffeur.

4) Who is Audrey Hepburn?

Audrey Hepburn is an iconic actress/fashion models from the 1950s-1960s. Who is well know for her style.

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

Galaxy choose Audrey Hepburn for the advert as she was elegant and beautiful and they wanted to exaggerate their catchphrase of 'why have cotton when you can have silk?. Also, they have the publicity as they got an old and dead actress so it would cause commotion and makes it seem better.

6) What is intertextuality?

Intertextuality is when media product references another media product,

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)?

The Audrey Hepburn film referenced was Roman Holiday which is set in Italy and gives Italy an exotic feel. Therefore this gives the advert as romantic and exotic. This effect is created which the luxurious and romantic coastline of Italy.

8) What are the connotations of Audrey Hepburn and celebrity in this advert? 
The connotation of this Audrey Hepburn advert is that she is shown to elegant and beautiful as most celebrities are. This is mainly because of her hair, makeup and outfit. Also there is an elegant feel to the way she walks out of the bus and as she is invited to take a seat in the mans luxurious car as she is the most beautiful one there and the bus driver and stall owner are bewitched by her beauty and stop arguing.

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

 The representation of gender in the advert is that Audrey Hepburn is seen as a damsel in distress,dressed beautifully and has heavy full face makeup on to seem desirable to men and bewitch them. Whereas the men are more relaxed and seen doing the work. As the man in the car is firstly seen as a hero but as the advert continues her becomes a side character and Audrey Hepburn is no longer a damsel in distress and now the hero along side the galaxy chocolate.

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

Stereotypes are reinforced and subverted. They are reinforced as Audrey Hepburn is wearing a full face of makeup showing she is supposed to look beautiful for men. She also is supposed to be the damsel in distress and the man in the fancy car is supposed to be her hero but as the advert commences Audrey Hepburn makes the man in the car her 'chauffeur' and becomes the hero along side Galaxy chocolate which subverts stereotypes.