This product provides an excellent opportunity to explore a range of different representations: celebrity, place (Italy), gender and more.
Galaxy advert: background information
This is the advert CSP:
You can read more about the incredible CGI technology that went into creating the advert here. There is also a Guardian feature from the production company behind the advert explaining the technical process.
GLOW words to use for this CSP
- Intertextuality: When one media text refers to or suggests another media text
- Semiotic codes: The media language choices (‘signs’) that create connotations for the audience.
Historical context of confectionary advertising
Nostalgia, or a "yearning for yesterday," is a frequently used advertising tool. It is particularly common in the chocolate industry.
This classic Flake advert from the 1980s creates a nostalgic atmosphere of a more innocent time:
This classic Flake advert from the 1980s creates a nostalgic atmosphere of a more innocent time:
Galaxy brand identity
The Galaxy brand identity has focused on luxury and indulgence for over 25 years. This 1995 advert is a good example of the Galaxy brand and also features a nostalgic soundtrack:
Audrey Hepburn
Audrey Hepburn was a huge Hollywood star in the 1950s and 1960s. She was associated with Hollywood glamour and style and was also a fashion icon and model. She died in 1993 at the age of 63.For the Galaxy advert, the advertising agency used a CGI-version of Hepburn from 1953, the year of her hit film Roman Holiday. The advert is set on the luxurious Italian Riviera which creates intertextuality and nostalgia – two key audience pleasures.
Intertextuality in Media Products
Intertextuality is where one media product (e.g. Galaxy) makes reference to other media products (e.g. Audrey Hepburn movies such as 1953 film Roman Holiday) to interest and engage the audience.
Narrative theory
We also need to learn narrative theories in GCSE Media Studies and the Galaxy advert is an ideal time to learn these. Narrative theories help us understand how media texts are constructed to engage an audience and keep them watching or reading until the end.
Propp’s Character theory
Vladimir Propp stated that there were seven basic character functions when he analysed 100 fairy tales and that these were present in most narratives. Media products still use these recognisable character types today:
Equilibrium > Disequilibrium > New equilibrium
This can be applied to most media narratives.
Galaxy advert: Representations
The TV advertisement for Galaxy uses a range of stereotypes. Stereotypes are used so that information can be quickly communicated to the target audience. What stereotypes are used in this advert and why? Are they reinforced or subverted?
Place: Italy
Hero, Villain, Heroine/Princess, Father, Donor, Helper/Sidekick, False Hero
Todorov: equilibrium
Todorov suggested that all narratives follow a three part structure.
They begin with equilibrium, where everything is balanced, progress as something comes along to disrupt that equilibrium, and finally reach a resolution, when a new equilibrium is restored.
Equilibrium > Disequilibrium > New equilibrium
This can be applied to most media narratives.
Galaxy advert: Representations
The TV advertisement for Galaxy uses a range of stereotypes. Stereotypes are used so that information can be quickly communicated to the target audience. What stereotypes are used in this advert and why? Are they reinforced or subverted?
Place: Italy
Celebrity: Audrey Hepburn
Product: Galaxy chocolate
Time: 1950s
Gender: Men & Women
Galaxy 'Chauffeur' advert: blog tasks
Create a blogpost called 'Galaxy advert CSP' and then work through the following tasks to make sure you're an expert on this CSP.
Re-watch the Galaxy advert above then answer the questions below:
Grade 8/9 extension tasks
Read the Framestore case study and the Guardian feature again. How did they recreate an Audrey Hepburn film using location, casting and CGI?
Now read this Vintage Everyday feature behind the scenes of the Galaxy advert. What other background information do you learn here regarding the construction of the advert?
Women in the 1950s are represented very differently in two of our advertising CSPs: OMO and Galaxy. What similarities and differences can you find by analysing the two products?
Due date for this work on Google Classroom.
1) What key conventions of TV advertising can you find in the Galaxy advert?
2) What is the key message the Galaxy advert is communicating about its chocolate? The slogan for the advert will help you with this question.
3) Who is Audrey Hepburn and why did Galaxy select Audrey Hepburn for this advert?
5) What Audrey Hepburn films are suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?
6) Which of Propp's character types are can be found in the advert and how do they change? (Note: just choose two or three character types that are definitely used in the advert - it does not use all seven).
7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.
9) What representations of gender can you find in this advert?
4) What is intertextuality?
5) What Audrey Hepburn films are suggested in this advert and how is this effect created (e.g. mise-en-scene - CLAMPS: costume, lighting, actors, make-up, props, setting)?
6) Which of Propp's character types are can be found in the advert and how do they change? (Note: just choose two or three character types that are definitely used in the advert - it does not use all seven).
7) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
8) What representation of celebrity can be found in this advert? Think about how Audrey Hepburn is presented.
9) What representations of gender can you find in this advert?
10) How are stereotypes subverted at the end of the Galaxy advert to reflect modern social and cultural contexts?
Grade 8/9 extension tasks
Read the Framestore case study and the Guardian feature again. How did they recreate an Audrey Hepburn film using location, casting and CGI?
Now read this Vintage Everyday feature behind the scenes of the Galaxy advert. What other background information do you learn here regarding the construction of the advert?
Women in the 1950s are represented very differently in two of our advertising CSPs: OMO and Galaxy. What similarities and differences can you find by analysing the two products?
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