Galaxy Advertisement - CSP

Question 1

CGI

Answer 1

Computer Generated Imagery. Audrey Hepburn died in 1993, but the advertisers are able to present her as she physically appeared at 19.

Question 2

Nostalgia

Answer 2

A longing for yesterday - often used in the advertising industry to appeal to adult audiences who may desire more traditional times.

Question 3

Audrey Hepburn

Answer 3

A film and fashion icon who encapsulated Hollywood’s Golden Age (1913-1969). Famous films include ‘Breakfast at Tiffany’s’ and ‘Roman Holiday’. Her appearance has connotations of glamour, sophistication and classic femininity.

Question 4

‘Moon River’

Answer 4

This song is used as the advert’s soundtrack. It’s from ‘Breakfast at Tiffany’s’, one of Audrey Hepburn’s most iconic films.

Question 5

The Amalfi coast

Answer 5

A stretch of coastline in Italy that has connotations of luxury and glamour.

Question 6

The Audrey Hepburn estate

Answer 6

Managed by her sons, who are the owners of the likeness of, the licensing rights and trademark rights of Audrey Hepburn. The advertising company had to get permission from them to use Audrey Hepburn in the Galaxy advert.

Question 7

Visual codes in the advert

Answer 7

Chocolate is partially seen. Symbol of luxury and pleasure.
Also, the driver is in a luxury car. Links luxury product to luxury car. Driver looks like a chauffer. Again, implies social standing and wealth.

Question 8

Cultural codes in the advert

Answer 8

Hepburn is a symbol of classic feminine beauty / nostalgia / ‘golden’ times. Here some ‘intertextuality’ is needed from the target audience. They need to know who Audrey is and what she represents. This assumes the target audience is quite mature in cultural references.

Question 9

Gender codes in the advert

Answer 9

The implied romance between the driver and Audrey will have more codes relevant to females (who may be more of the target audience).
Also, there are clear signs that Audrey is in control. An empowered feminine lead.

Question 10

Catchphrase

Answer 10

Why have cotton when you can have silk?” Again the connotation is that Galaxy is a luxury product. Silk being a superior product.

Question 11

‘Roman Holiday’

Answer 11

The romantic comedy directed by William Wyler that starred Audrey Hepburn and Gregory Peck. The setting of the advert is an intertextual reference to this film. Also, the driver of the car has been chosen for his resemblance to Gregory Peck.

Question 12

Narrative

Answer 12

The ad follows a 3-part narrative:

• Equilibrium - the starting of the ad during the moving wide angle shot.
• Disequilibrium - when the bus driver is arguing with the cart owner, when the bus is stuck.
• New Equilibrium - when Aubrey gets off the bus and gets into the car with the man, the ‘hero’.

Question 13

Gender Stereotypes

Answer 13

The ad both challenges and reinforces gender stereotypes:

• The female character (Audrey) is the one who requires help and is in need of saving; however, she takes advantage of the hero by making him her ‘personal driver’.