Galaxy 'Chauffeur' advert: blog tasks

1) Who is Audrey Hepburn?

A Hollywood star in the 1950s associated with Hollywood glamour and style. She was also a fashion icon and a model.

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

Galaxy chose Audrey Hepburn because she provides the audience with pleasures such as nostalgia and intertextuality. This can be seen in the advert as they set it on a luxurious Italian Riviera which reflects Hepburn's hit film Roman holiday.

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

Audrey Hepburn:
  • Costume: She is wearing a dress and high heels which reflects her glamourous high end    roots and fashion icon.
  • Make up: She is wearing lipstick and eyeliner. Her hair is done up neatly.
  • Props: She has a handbag which suggests she is rich.
  •  Setting: A coastline in Italy which is high class because of the buildings and towns.
  • The tagline "Why have cotton when you can have silk?" suggest that why go for cheaper things when you can afford to buy luxuries.   
4) Why is the advert set in the 1950s? What audience pleasure does this provide?

It was set in the 50s because it provides the audience pleasures of nostalgia (this can be seen because that bis when her hit movie was made and intertextuality (Uses a set on the Riviera)

5) What is intertextuality?

Where one media product makes references to other media  products to interest and engage the audience.

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)?

  • Roman Holiday.
  • C: Her outfit is high class and glamourous which reflects the type of actress she was.
  • L: High key, natural sun light, reflects the "holiday" theme.
  • A: Many actors, she stands out. Tourism, etc
  • M: Glamourous and stunning.
  • P: Handbag, car and hat suggests wealthy and luxury.
  • S: Italy coastline- wealthy and luxury.

7) Which of Propp's character types are represented in the advert? (Note: you will not find them all). 

  • Hero: Man in the car- give the lady a ride, her bus is stuck etc
  • Princess: Audrey

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

  • Equilibrium: Bus is stuck and car is driving along the coast.
  • Disequilibrium: Man blocks the way of the coach.
  • New equilibrium: Hero gives lift to her.

9) What representations of gender can you find in this advert?
  • Man: hero, dominant, superior.
  • Female: protected, needed a chauffer.

10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.
  • Female representation is subverted in the advert because she is in charge. Takes the drivers hat away to give to the other man and makes him her 'chauffer'.

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