1) Who is Audrey Hepburn?
Audrey Hepburn was an actress who starred in movies from the late 1940s to the 1980s. She was born in 1929 and died, at the age of 63 in 1993. She was famous for her roles in Breakfast at Tiffany's and Roman Holiday. Audrey was considered to be the epitome of beauty when she was alive.
2) Why did Galaxy select Audrey Hepburn for this advert?
3) What are the connotations of Audrey Hepburn and celebrity in this advert?
Audrey Hepburn is a person who is commonly associated with wealth, beauty and elegance as well as the sense of nostalgia that she causes. Audrey connotes a very wealthy lifestyle, one of a refined and intelligent woman. By using her for their advert, Galaxy automatically causes their audience to associate their chocolate with class and grace.
4) Why is the advert set in the 1950s? What audience pleasure does this provide?
The advert is set in the 1950s because that was around when the movie Roman Holiday was released, giving the audience a sense of nostalgia. Since their target audience is men and women aged 25 - 45, they are most likely to have seen these movies, giving them a sense of nostalgia thereby making them more inclined to purchase the chocolate bar.
5) What is intertextuality?
It is when one media text references or suggests another media text.
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)?
Audrey Hepburn is seen wearing a long white dress with a neck scarf, almost identical to the outfit that she wore in her movie Roman Holiday. Also, out of all the faces on the bus ( 0:03 ), her face is the only one that is lit up, drawing the audience's attention to her, a technique that was often used in movies from the 1950s - 1960s. As well as this, the man driving the car looks slightly similar to Gregory Peck, who also starred in the movie Roman Holiday. She is wearing makeup in the style that most women wore in the 1950s, making further reference to the era of Roman Holiday. She takes a cap off of the driver on the bus and places it onto the driver of the car's head, referencing the fact that in Roman Holiday she is driven around on a scooter by Gregory Peck. The advert is shot in Italy, which is where the movie Roman Holiday is based. Also at the beginning of the advert, you can see a man riding a white scooter, similar to the one in the movie, which is a clever reference to Roman Holiday.
7) Which of Propp's character types are represented in the advert? (Note: you will not find them all).
The Heroine / Princess / Hero: Audrey Hepburn
The Hero / Sidekick: "Gregory Peck"
The Donor: The Bus Driver8) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
At the beginning of the advert, we see the bus has collided with a fruit stall and there is a commotion, the Disequilibrium. We can assume that before this there were no issues so there was an equilibrium before the incident. After this, she drives off with "Gregory Peck" thus creating a new Equilibrium.
9) What representations of gender can you find in this advert?
Audrey Hepburn, who is a woman, is shown to be in control, as she gives him the drivers cap. Also, she is portrayed as calm and almost perfect because, out of all the people in the bus, she wasn't hot and sweaty or making a calamity, arguably suggesting that women should be refined. However, it could be debated that women in this advert are depicted as submissive since she sits in the back of the car and bus and allows a man to drive her everywhere. Men in this advert can also be seen as submissive because, when Audrey steaks the cap from the driver, he doesn't make any attempt to retrieve it but instead allows her to do what she wants. Also, when she puts the cap on "Gregory Peck" he complies with what she says and becomes her Chauffeur. Additionally, only men are pictured driving cars, possibly implying that aren't arent capable of driving men.
10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.
Personally, I believe that this advert reinforces stereotypes, since Audrey Hepburn is only portrayed and poised and elegant, suggesting that all women should be elegant and simple. Also by having only men drive the cars, the stereotype that women are bad drivers is reinforced. Also by having "Gregory Peck" drive the car and Audrey Hepburn sit in the back and do nothing but eat chocolate, it implies that women should let men take control. Although, on the other hand, Audrey Hepburn takes control and makes men do things for her (drive her around) which subverts the stereotype that only men can be in control.
Written By Aishwarya Odedra
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