Galaxy CSP

Galaxy CSP

Key Conventions of the Galaxy ad:

  • Slogan
  • Music/ Soundtrack
  •  Star Power/CGI
  • Nostalgia
  • Imagery/Colour Palette
  • Backgroung/Setting
What is the key message the Galaxy advert:

- The key message of the Galaxy advert is that the chocolate being advertised will give consumers pleasure and that it gives a well deserved escape from ordinary life.
 
Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert?

- Audrey Hepburn is a famous British actress from the 1950-1960's who is famous for best know for her award winning films like Breakfast at Tiffany's (1961) and Roman Holiday (1954) which the advert is based off of.

What is Intertextuality?

- Intertextuality is the practice of referencing a media text (usually well known) in anther media text.

e.g. The Lion King is based off of the play Hamlet

What Audrey Hepburn films are referred to in this advert and how is this effect created ? 

- Breakfast at Tiffany's (1961) is the film that the advert is based off of and they effect is created by:
  • Costume; Same modest outift that Hepburn and Peck wear
  • Lighting: The same lighting from the movie
  • Actors: Audrey Hepburn as Princess Anne , Gregory Peck as Joe Bradley 
  • Make-Up: Light make-up from the film like lipstick 
  • Props: Hat, Car, Bus, Fruit Stand
  • Setting: The same ocean (the Amalfi coast) from the film

 Propp's character types:

  • The Hero (Seeker/Victim): The protagonist: Audrey Hepburn or Gregory Peck
  • The Villain: The antagonist who creates the initial conflict : The man with the fruit stand
  • The Donor (Provider): Prepares the hero by providing an object: The Bus Driver - gave her the hat.
Todorov's theory of equilibrium:
  • 1. Equilibrium: The opening state of balance, normalcy, and stability: Audrey Hepburn sitting on the bus peacefully undisturbed.
  • 2. Disruption of Equilibrium: An event or action that disturbs the initial, peaceful state: When the Bus Driver crashes into the Fruit Stand and begins to stop driving and argue.
  • 3. New Equilibrium: A new state of stability is established, often different from the first, representing a resolution: When Hepburn gets off the bus ad into Peck's car.
  • How is Audrey Hepburn presented in the advert ?
  • The Galaxy advert presents Audrey Hepburn via CGI as a timeless icon of luxury, elegance, and classic Hollywood glamour, leveraging nostalgia and intertextuality to position chocolate as a sophisticated pleasure. She is portrayed as an empowered, stylish figure, mirroring her 1953 Roman Holiday persona to evoke desire.



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