Studied by 5 people
How does the establishing shot of the coast create an aspirational image?
Coastal mountain road (Amalfi Coast) - creates an image of glamour and luxury
Open top car - signifies luxury and escapism
How do the establishing shots of the coast and the town contrast each other?
coastal shot - creates an image of relaxation, luxury and escapism from everyday life that the wealthy have
town shot - creates an image of bustling busy, working area. The reality of most working class people
creates a dynamic of escapism vs chaos and wealthy vs working class
how does the establishing shot of the town create a chaotic atmosphere?
shots of a busy working area
diegetic sound - people talking and car noises add to bustling environment
Who is Audrey Hepburn?
famous actress - known for her glamourous and fashionable look
Famous appearances - Roman Holiday, Breakfast at Tiffany’s
How was Audrey Hepburn recreated for the Galaxy Advert? Why did they choose to recreate her?
using body doubles and computer generated imagery (CGI)
Why did they choose to recreate her?
The use of CGI makes the advert unique and interesting
She would be very familiar and recognisable, especially to older audiences
Links the brand to luxury, iconic experiences
How does the advert create a stressful environment and how does it use that to promote galaxy?
Imagery and diegetic sound - create feelings of pressure and urgency that amplifies the stress of the situation (being unable to get to work)
Non-diegetic sound when chocolate is shown - calm music connotes that the chocolate is relaxing and makes her life less stressful
By the end, when she has freedom and no stress, it seems like chocolate has released her
how does the advert use binary opposites to signify the working vs upper class?
crowded bus - represents difficulties of working class life (public transport was common as many couldn’t afford cars)
open top luxury car - represents the ease and leisure of the wealthy, higher class
why does the advert use a shot reverse shot between Audrey and Gregory in the advert?
to place emphasis on their eye contact - connoting a possible romantic narrative
how does the Galaxy advert use Propp’s character theory ?
Hero - Gregory Peck (when introduced to the narrative
Damsel in Distress - Audrey Hepburn (initially). This is shown by her typically feminine presentation, and the way she is objectified by men around her
Heroine - Audrey (by the end of the advert). She delegates Gregory as a driver rather than a lover
Helper - Gregory Peck (by the end of the advert)
How does the advert reference Audrey Hepburn’s career?
Gregory Peck lookalike (Nick Hopper) is casted to reference Roman Holiday, where he stars with Audrey Hepburn
Moonriver (a song sung by Audrey Hepburn in Breakfast at Tiffany’s) is used as the song for the advert
How does the Galaxy advert represent women?
Audrey is represented in typically feminine ways - glamourous makeup, heels, full skirted dresses
Objectified by the men around her - every man stops to stare as she walks past
Independent - by the end of the advert, Audrey chooses to make Peck a helper instead of a lover, placing her above him and defying patriarchal standards
Typical old fashioned representations reflect 1950s setting - nostalgic to older audiences, controversial to younger audiences
How is romance used to sell the galaxy chocolate?
Audrey rejects Peck - connotations that she doesn’t want a man, but instead wants chocolate
close ups - red lips eating chocolate creates sexualised image (conventional in chocolate adverts)
How does galaxy create a luxurious image for their brand?
Slogan metaphor - ‘Why have cotton when you can have silk’ - Galaxy is luxury silk, other chocolates are lower quality cotton
Audrey Hepburn - timeless Hollywood icon linked to luxury, classy experiences
How does the Galaxy advert use intertextality to create meaning?
Moonriver - Intertextual reference to Breakfast at Tiffany’s. Adds realism to the CGI Audrey Hepburn
1950s Audrey - Recreation of Audrey in Roman Holiday adds familiarity and nostalgia
suggests an older target audience
Why might some people disagree with a CGI Audrey Hepburn?
some people think its unethical to recreate a celebrity for chocolate
example of consumerism
people founds it creepy and 'uncanny’
CGI seems outdated to a modern audience
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Flashcard (39)