Audrey Hepburn Galaxy Advert Case Study CSP

1)
Audrey Hepburn was a Hollywood star associated with Hollywood glamour and style during the 1950s-1960s she was also a fashion icon and a model. Unfortunately, she died in 1993 at the age of 63 years old.

2)
Galaxy selected Audrey Hepburn for this advert to create nostalgia amongst those who were familiar with the works she starred in as the scene when she was in the car was awfully similar to one of the films that she acted in, Roman Holiday in 1953. By using CGI to create an identical image of her Galaxy was able to use intertextuality in the advert.

3)
The connotations of Audrey Hepburn and celebrities in this advert is that Hollywood stars are expected to be heavily made up and have a typical hourglass figure. This is shown by the fact that Audrey Hepburn is quite obviously wearing lipstick which does make it seem as though she really cared about her appearance as well. This also shows that by having a celebrity eat a product people that like the celebrity will purchase the product as they believe that they should follow the celebrity's example.

4)
This advert was set in the 1950s to heighten the amount of nostalgia for in the advert for those more familiar with the time. This allows those who were living during that time period to reminisce and recall their own experiences and perhaps their first encounter of Audrey Hepburn on TV or in real life.

5)
Intertextuality is when two or more media texts relate to one another despite them being different things. An example of this is in X-Man Annual Vol 1 1998 the Hulk gained an armour that was based off of Dio's stand, a character from JoJo's Bizarre Adventure which came out in 1987. The point of this is to allow fans of JoJo to be able to understand the reference and hopefully show a positive reaction to this.

6)
The Audrey Hepburn film that is suggested in this advert was the 1953 film, Roman Holiday. In this film Audrey Hepburn was seen being driven to places by her very own 'chauffeur' just as can be seen in the Galaxy advert, hence the fact that they used a similar looking actor to the man in Roman Holiday. Overall, this advert was really just trying to create nostalgia amongst older audiences through the use of the props, specifically the car in which the producers of the Galaxy advert used quite a similar looking old fashioned car to the one featured in Roman Holiday. Additionally, the CGI Audrey Hepburn in this advert has a costume that quite closely resembles what the real Audrey Hepburn wore in Roman Holiday especially the scarf wrapped around her neck. Even the actors used for the CGI version of Audrey Hepburn and the 'chauffeur' look relatively similar to Audrey Hepburn and the man in Roman Holiday so this increases the effectiveness of it. The setting also simulates that of Roman Holiday which helps to better set the scene of the advert.

7)
In this advert the hero character type is the man who offers to take Audrey Hepburn to where she wants to go as before he showed up Audrey was in need of being rescued which is the role that he fulfilled. The princess character type was represented by the CGI Audrey Hepburn who was suggested to be the damsel in distress when the path of the bus was being blocked by the spilled apples delaying her from going to wherever it was she had to be. The villain of the advert was the person who spilled over the fruit that led to the bus stopping which caused the problem. The donor was the bus driver who had his hat taken in order to make the driver of the car Audrey Hepburn's 'official chauffeur'. A few of these however end up changing as the advert goes on as when Audrey puts the at on the man she becomes the heroine and the man becomes the helper who drives her to her final destination.

8)
This advert follows Todorov's equilibrium theory by being at a calm point as Audrey is on the bus and travelling to her destination. This however is disrupted when the fruit basket is spilled all over the road causing the bus to have to stop moving which delays Audrey from continuing her journey. At this point it is clear to see that the equilibrium has been ruined by this incident. However, as the problem makes itself clear the resolution arrives as a man who is driving his car offers to ride Audrey to where she wants to go. Audrey takes up this offer and decides to make the man her chauffeur which then becomes the new equilibrium after the disequilibrium.

9)
In this advert women have been represented as being the damsel in distress shown by the fact that the CGI Audrey Hepburn is almost like the princess waiting for her prince to come and save her. This strongly suggests that women are weak and quite oftenly need to rely on men to save them. On the other hand men have been represented as strong, reliable and capable of coming to the rescue. This however changes later on in the advert when Audrey Hepburn decides to put the bus driver's hat onto the man who offered to drive her to her destination. This puts Audrey in power rather than the man as it suggests that she is of higher importance than the man by turning him into her own personal chauffeur.

10)
This advert reinforces the stereotype of Italy being busy with all the marketplaces and the fact that the fruit basket fell over blocking the road. It also reinforces that things were quite different in the 1950s compared to now shown by the appearances of the vehicles and the dress of those in the advert. This also reinforces the stereotype of women being reliant upon men and not being able to do things without a man's help shown by the sudden appearance of a man to rescue Audrey Hepburn. This subtly reinforces the stereotype of women not being able to drive independently which is suggested by the fact that Audrey Hepburn took the bus and was then offered a ride which could have been easily solved if she could drive. However, the stereotype of women and men is subverted midway through the advert when gets out of the bus and turns the man offering her a ride into her very own chauffeur. This completely subverts typical stereotypes of women as it suggests that they are strong and able to take care of men who are supposedly less capable than men. This also subverts the stereotypes of men as it shows that men should listen to women and follow what they say which is the complete opposite of what the media may have been trying to say during that time.