Galaxy 'Chauffeur' advert

 1) Why is the advert set in the 1950s? What audience pleasure does this provide? 

The advert is set in 1950s to give a historical context that is frequently used as an advert tool to give the audience a familiar feeling to the setting shown.

2) Which of Propp's character types are represented in the advert? (Note: just choose two or three character types that are definitely used in the advert - it does not use them all). 

The hero who is presented as Gregory Peck and by the end he is the helper posing as Audrey Hepburn's chauffeur. On the other hand, the heroine is Audrey Hepburn who then is presented as the hero at the end. However, the product that is the main attention of the advert is viewed as the helper.

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

The narrative follows the theory of equilibrium as the events start with the equilibrium were Audrey Hepburn was on the bus to the disruption which was seen as the crash into the fruit market ending with the new equilibrium which was presented as Audrey Hepburn taking the bus drivers hat making Gregory Pecks character her chauffeur.

4) Who is Audrey Hepburn?

Audrey Hepburn was a nonvenomous Hollywood star in 1950s and 1960s. She was a fashion icon and mode earning the respect of many people.

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

Galaxy selected Audrey Hepburn for their advert due to her hit film in 1953 called 'Roman Holidays'. This was set in a Italy inspiring the adverts placement. As well as this it will be more recognisable to older audiences as they will have memories of watching films she stared in and it will attract the media for more attention.

6) What is intertextuality?

Intertextuality is where one media product is making referenced to another media product to interact and engage the audience. In the advert it is seen as the Galaxy product making references to the Italian based movie Audrey Hepburn stared in.

7) 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 film suggested is called 'Roman Holidays', the effect this creates by the scenery which gives a sophisticated romance and presents Italian coastal line as beautiful. The market where all the stalls are all shown as very Italian from the food and fruits as well as the owners using stereotypical Italian gestures. It is also shown the quite classical car in the first shot of the advert and by the middle is showed a moped which implies the Italian 1950s expensive lifestyle.

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

The connotations of Audrey Hepburn is that she has immaculate hair, makeup and clothes showing how perfect she is presented as. Her extensive makeup shows the expectations of women even though the advert shows a hot sunny day. As well as this, she is viewed as desirable due to being the only women asked for a ride showing the power and elegance she has and can also be seen from the bus drivers reaction as he had a sudden intention to blurt with her.

9) What representations of gender can you find in this advert?

The representation of gender found in this advert is that the women are all dressed up as they have an expectation to live up to while the men are relaxed and are in casual clothes, however, all the men are working. Audrey Hepburn is seen as the damsel in distress at the start but that slowly changes when she takes power by becoming the hero when she takes the bus drivers hat. On the other hand, Gregory Peaks is the hero of the advert when he save Audrey from the bus but is the insignificant side character when his role is taken. 

10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.

The stereotypes are both reinforced and subverted in the Galaxy advert as it shows the strict beauty standers Audrey Hepburn has to accomplish and also elegance and glam or that she is expected to maintain. This shows that even on a sunny hot day women should be dressed up and seem 'perfect' to please the standards that men demand. As well as this, the idea that women always need saving or the help of a man reinforces that women are presented as useless. This is shown up until Audrey Hepburn becomes the main character and taking the lead subverting stereotype as she takes advantage of the situation by having her own personal chauffeur showing that women hold an insane amount of  power.