Advertising case study 2: Audrey Hepburn Galaxy advert

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

This Gives the audience Nostalgia as the audience will recognise the actor from her past movies.

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 Advert uses Hero, villain and helper as the Character Types that are present in it.

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

The adverts' Story starts off with an equilibrium where Audrey Hepburn is on a bus and is having a good bus ride. Then the disruption happens the bus crashes into a fruit stand and now the bus isn't going anywhere which means she will need to wait for the problem to be solved.  New equilibrium Then a man pull over with a car and Audrey Hepburn gets in his car and the day is saved. 

4) Who is 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.

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

Galaxy selected Audrey Hepburn for this advert as Audrey represents heritage and classiness. Audrey is being brought back to life which could grab older peoples attention as the proberly wouldve grown up watching her films.

6) What is intertextuality?

Intertextuality is when one media text refers to or suggests another media text.

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 advert is set in Italy, it has a beautiful coastline, it's romantic and is stereotypically filled with Italian people. It links to Audrey Hepburn's film 'Roman Holidays'. Audrey is wearing a load of make-up and is dressed in a feminine way to reflect how men and women should be seen and act. It claims that women are supposed to look their best at all times. The fact that Aubrey took the bus drivers hat, may suggest that women can be in power and control and don't have to always live up to expectations. 

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

Aubrey Hepburn is seen as graceful, elegant and stylish. Her perfect hair and make-up show clearly that women are still supposed to look a certain way, even if people like Aubrey are dead. It reinforces the stereotypes if celebrity and Hollywood status as it would help to make the advert more popular.

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

Gender again reinforces the stereotypes of how women and men are supposed to act. Gregory Peck is seen as the hero and Audrey Hepburn is seen as the damsel in distress. On the other hand, the advert completely subverts this stereotype and makes women in control and have the power. Audrey Hepburn is seen as the hero and Gregory Peck is seen as the helper or the sidekick.

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

Stereotypes are massively reinforced in this advert. Gregory Peck is seen as the hero at the start of the advert, offering Audrey Hepburn a ride to her destination. Near the end of the advert the stereotypes have been subverted, making it seem like women are in power and in control. The advert still reinforces that women still have to look a certain way, through their looks. It also somehow subverts stereotypes as Audrey was seen as the princess and Gregory was seen as the hero, then it quickly switched to Audrey suddenly becoming the hero. It makes it seem like men are still supposed to do all the work whilst women are supposed to sit there, clean and look pretty.