Advertising case study 3: Audrey Hepburn Galaxy advert
1) Who is Audrey Hepburn?
2) Why did Galaxy select Audrey Hepburn for this advert?
For the Galaxy advert, the advertising agency used a CGI version of Hepburn from 1953. The advert is set on the luxurious Italian Riviera which creates intertextuality. Galaxy selected Audrey Hepburn for this advert to relate to the target audience as a comparable celebrity as they have presumably watched her movies and would identify the celebrity at sight
3) What are the connotations of Audrey Hepburn and celebrity in this advert?
4) Why is the advert set in the 1950s? What audience pleasure does this provide?
The movies is set in the 1950s for adult nostalgia as many adults are most likely to view the media text and can associate Audrey Hepburn and Italy in their lives if having watched Roman Holiday.
5) What is intertextuality?
Intertextuality is where one media product (e.g. Galaxy) makes reference to other media products to interest and engage the audience. Definition.The term Intertextuality refers to the process of creating references to any kind of media text.In other words Intertextuality essentially means for a type of media (film, television, music etc.) to pay homage to 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)?
The costumes suggest 1950s clothes as it’s shown as being very lacy whereas for men it reveals their muscle and makes them seem more masculine. The make-up used is shown to be used a lot as its quite evident that she's wearing make up. This connotes 1950's stereotype of woman as they are shown to wear a vast amount of make-up. The setting is in Italy, this arguably gives away the suggested film as Audrey Hepburn is in Rome in the movie Roman holiday, which is located within Italy.
7) Which of Propp's character types are represented in the advert? (Note: you will not find them all).
8) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
Todorov believed that all media texts housed a three equilibrium structure.In the order of Equilibrium > Disequilibrium > New equilibrium. In the advert the equilibrium would've been represented through the bus ride as everything is going as planned and they will eventually reach their destination. The Disequilibrium is expressed through the incident with the fruit and vegetables that have dropped in front of the bus, delaying the bus from reaching its destination. Finally the New Equilibrium is created when the man offers Audrey Hepburn a ride to her stop, to which she accept whilst enjoying a galaxy chocolate bar. In shorter words 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.
9) What representations of gender can you find in this advert?
Women are shown as small and delicate. In the media text Audrey Hepburn is shown to escape without getting into a difficult, unpleasant, or embarrassing situation for example when she steals the Bus Driver's hat she receives no consequence. Men are presented as gentleman-like which is shown through the car driver asking her to get in.
10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.
Stereotypes are reinforced in the Galaxy Advert as famous/celebrity who have a lot of respect and are able to do activities without being arrested (someone) for a crime unlike regular people who would've been arrested for stealing the hat. Also the man would've not offered the car journey without noticing her fame. In addition, stereotypes are subverted as women are shown to be gaining independence as shown as Audrey Hepburn is driven around by a person employed to drive a private or hired car.
Audrey Hepburn was born on May 4,1929 in Ixelles,Brussels,Belgium.She had blue-blood and a cosmopolitan from birth. Her mother, Baroness Ella Van Heemstra, was of a Dutch descent, and her father, Joseph Victor Anthony Hepburn-Ruston, was born in Uzice,Bohemia and of an English and Austrian ancestry. Audrey Hepburn was a British actress, model, dancer, and humanitarian. Recognised as a film and fashion icon.
2) Why did Galaxy select Audrey Hepburn for this advert?
For the Galaxy advert, the advertising agency used a CGI version of Hepburn from 1953. The advert is set on the luxurious Italian Riviera which creates intertextuality. Galaxy selected Audrey Hepburn for this advert to relate to the target audience as a comparable celebrity as they have presumably watched her movies and would identify the celebrity at sight
3) What are the connotations of Audrey Hepburn and celebrity in this advert?
Celebrities are shown to have social power as she has a man offer her a ride but no one else and she is able to steal the bus driver's hat without being in a difficult situation.
However if an ordinary woman had done her actions, she would've been in trouble.
The movies is set in the 1950s for adult nostalgia as many adults are most likely to view the media text and can associate Audrey Hepburn and Italy in their lives if having watched Roman Holiday.
5) What is intertextuality?
Intertextuality is where one media product (e.g. Galaxy) makes reference to other media products to interest and engage the audience. Definition.The term Intertextuality refers to the process of creating references to any kind of media text.In other words Intertextuality essentially means for a type of media (film, television, music etc.) to pay homage to 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)?
The costumes suggest 1950s clothes as it’s shown as being very lacy whereas for men it reveals their muscle and makes them seem more masculine. The make-up used is shown to be used a lot as its quite evident that she's wearing make up. This connotes 1950's stereotype of woman as they are shown to wear a vast amount of make-up. The setting is in Italy, this arguably gives away the suggested film as Audrey Hepburn is in Rome in the movie Roman holiday, which is located within Italy.
7) Which of Propp's character types are represented in the advert? (Note: you will not find them all).
Hero- Car Driver (Audrey Hepburn Fake person employed to drive a private or hired car.)
Villain-The Items that fell on the floor
Heroine/Princess-Audrey Hepburn
Father-N/A
Donor-Car Driver (Audrey Hepburn person employed to drive a private or hired car.)
Helper/Sidekick-N/A
False Hero-N/A
8) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
Todorov believed that all media texts housed a three equilibrium structure.In the order of Equilibrium > Disequilibrium > New equilibrium. In the advert the equilibrium would've been represented through the bus ride as everything is going as planned and they will eventually reach their destination. The Disequilibrium is expressed through the incident with the fruit and vegetables that have dropped in front of the bus, delaying the bus from reaching its destination. Finally the New Equilibrium is created when the man offers Audrey Hepburn a ride to her stop, to which she accept whilst enjoying a galaxy chocolate bar. In shorter words 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.
9) What representations of gender can you find in this advert?
Women are shown as small and delicate. In the media text Audrey Hepburn is shown to escape without getting into a difficult, unpleasant, or embarrassing situation for example when she steals the Bus Driver's hat she receives no consequence. Men are presented as gentleman-like which is shown through the car driver asking her to get in.
10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.
Stereotypes are reinforced in the Galaxy Advert as famous/celebrity who have a lot of respect and are able to do activities without being arrested (someone) for a crime unlike regular people who would've been arrested for stealing the hat. Also the man would've not offered the car journey without noticing her fame. In addition, stereotypes are subverted as women are shown to be gaining independence as shown as Audrey Hepburn is driven around by a person employed to drive a private or hired car.
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