Slide 5

1) This advertisement was produced in 2013, however Audrey Hepburn died in 1993.

Slide 7

1) They have used Audrey Hepburn as the face of their advert because Hepburn is well-known and her presence can bring a lot of memories for the older people. They want to make their advert memorable for the audience.

1) I think a modern actress that is really popular and is everyone’s role model could work in the advert. E.g Anne Hathaway, Jennifer Lawrence

Slide 12

1) What makes Audrey Hepburn a good heroine for this advert?She is a good heroine for this advert because she is widely recognised by many people from the older generation as she was very popular and was the role model of many females.

2) The man is looking at Audrey Hepburn inside the bus.

Slide 13

1) Galaxy have chosen a mild villain because the main focus isn’t the hero defeating the villain, so not much focus is needed for the villain.

2) In the ad, the donor (the bus driver) was arguing with the villain, he smiled as he saw Hepburn. Hepburn then took his hat and gave it to the man in the car beside the bus.

Slide 14Briefly explain what is meant by Propp’s Narrative Theory

Propp’s Narrative Theory is a theory made by a Russian man to analyse Russian folks to identify their framework. He identifies 7 different character types that are necessary to make up a narrative: the hero, the villain, the donor, the helper, the dispatcher, the princess and the false hero. The hero restores the narrative back to equilibrium. There are 2 different heroes : the seeker hero and the victim hero. The villain disrupts the equilibrium narrative, this would then be the cause of the need for a hero. The donor supplies the hero weapons to restore equilibrium. The helper helps the hero on his/her journey to restore equilibrium. The dispatcher sends off the hero to restore equilibrium and the princess plays a role of typically a prime victim/target of the villain. Lastly, the false hero appears to be good throughout the narrative but turns out to be bad at the end.

Slide 15

1) The Galaxy advert starts as an equilibrium. Audrey Hepburn was sitting inside a bus. Suddenly, the villain appears and destroyed that equilibrium by arguing with the donor. This then caused Audrey Hepburn to go out of the bus, she took the bus driver’s hat which then acts as an object the donor would give to the hero to restore the equilibrium back. She then goes with a man in the next car and gave him the hat she took from the bus driver.

Slide 17

1) The feature that appealed to me the most is that they have used Audrey Hepburn as the main star of the ad. They have used Audrey Hepburn as the hero of the narrative. This brings a lot of memories for older audiences about their sweet youth.

Slide 19

Setting - the place or the surrounding of where something takes place.Persona - a character of someone that is being presented to others.Historical period - an era in time when something takes place.Nostalgia - a sentimental feeling caused by thinking of something that happened in the past ; an act of reminiscing.Masculinity - qualities associated with men.Femininity - qualities associated with women.

Slide 22

Setting Celebrity persona

Historical period

nostalgia masculinity femininity

The advert opens up with a scenery of a mountain range. The camera then went around to show a market place in a small town near the sea where Audrey Hepburn could be seen inside a bus.

The hero (Audrey Hepburn) is seen as a beautiful, young and brave lady. She went out of the bus when the donor and the villain were having an argument.

The camera quality and style of the ad makes the ad looks like it was shot a long time ago (during the 60s or 70s). I think they did this because Audrey Hepburn was an old actress and she is very popular amongst older audiences.

This ad makes people from the previous generation reminisce about their youth life. Especially accompanied with the background song which is moon river from the really popular movie ‘Breakfast at Tiffany’s’. This would bring them the nostalgic memories of their sweet youth life.

The men in the adverts are mostly the drivers although there are some male passengers too.

Most females seen in the adverts are wearing dresses which symbolises femininity. The main female which is Audrey Hepburn neatly dressed and she was wearing red lipstick which was a popular look for women back in those days.

Slide 23“How are the different representations used in order to appeal to the target audience?” The target audience for this advert are people from the older generation. This is why they have used an old well-known actress to star in the advert. Audrey Hepburn was a very popular. By using Audrey Hepburn as the main actress of the advert, this will then bring back nostalgic memories of the audiences’ sweet youth life, accompanied with the soundtrack which was from the movie ‘Breakfast at Tifanny’s’. The movie ‘Breakfast at Tifanny’s’ was a really popular movie in around the 60s and 70s, this movie also has Audrey Hepburn as the main character. Hence, the background song is an intertextual reference to the movie ‘Breakfast at Tiffany’s’.

Slide 24

1) Galaxy could have created another storyline adapted from her other movies. E.g Sabrina or My Fair Lady. They could also improve the presence of the actual chocolate itself because I feel like the chocolate was not relevant to the act of the advert at all in this advert.

Slide 26

1) A stereoype is “a widely held but fixed and oversimplified image or idea of a particular type of person or thing.”. In the Galaxy advert the main female model looks very lady-like and feminine. She is wearing a dress which a typical women at that time would wear to look beautiful, she is also wearinga red lipstick making her lips particularly stands out. She is portraying an image of a stereotypical woman in the 60s.

Slide 28

1) A stereotypical target audience for Galaxy would chocolate eaters and those who favour the brand ‘Galaxy’. Stereotypically, most children and teenagers like chocolate and they would be the stereotypical audience.

Slide 29

1) She looks very feminine and shy. She was also quiet and rather than making the first move, she stayed quiet and waited the man to signal the first move.

Slide 30

1) The man is masculine, he was driving a car and looked manly as he looked as if he was being very carefree. He had his arms on the side of the car (the place where the window would suppose to be in modern cars). He was also stereotypically brave as he was the one who signalled the lady in the car to go in his car, moreover this makes him look like a gentleman as he was the one signalling the lady to go to his car. This is what men would stereotypically do.

Slide 31

1) I think the man in the car pulling alongside the bus and Hepburn putting the bus drivers hat on his head connotes the flow in the relationship and the fact that it is going well ?

Slide 32

1) Adverts usually use stereotypes to be able to be identifiable to the audience so that the message can be easily conveyed through the advert to the audience. In the Galaxy advertisement Audrey Hepburn is portrayed as a feminine lady who is quiet and shy while the man is portrayed oppositely, he was portrayed as a daring and brave man who drives a car making him look almost like a gentleman. Here the audience could easily identify the lady and the man and could possibly know that there would be some romance involved in the advert because that usually happens when there is a lady-like and feminine female character and a daring and brave male character.

Slide 33

1) The smarties would have children as their target audience, this is because of the way they tried to appeal the chocolate. The packaging has bubbly font with bright and

multicoloured background, this would be very eye catchy to young children which then would cause them to want to buy the product.

The Yorkie would have teenagers to young adults as their target audience. The packaging design looks plain but the writing that says ‘no girls allowed’ makes it sound hipster like. This would then attract young men because they would feel entitled to the chocolate. This might also attract young women because they would feel like a cool rebel for buying the chocolate.

The Green and Blacks chocolate would have adults to elders as the target audience. This is because the packaging looks very classy, it doesn't have bright and eye catchy colours rather it has dull and dark colours. Rather than focusing on how eye catchy the packaging is the chocolate has an ‘expensive’ look to it which would attract older people as they mostly care about money and how rich the look. The type of chocolate is also dark chocolate and most older people don't like sweet things and therefore they prefer dark chocolate over typical milk chocolate.

Slide 35

1) Other than the Galaxy advert, I remember the Cadbury advertisement because of the iconic ‘eyebrow dance’ that went viral.

Slide 37

Milky Bar (1961) Milk Tray (1970s) Mars (1980s) Galaxy (1990)

- Features a kid hero called the ‘Milky Bar Kid’

- Adults are replaced by kids

- Targets children as an audience by replacing adults by kids and also it is a commercial for white chocolate which is very sweet and a lot of kids like sweet things.

- As if buying a Milky Bar would brings big joy and happiness.

- Black and white shows that it is old.

- Everyone loves Milky Bar because of the Milky Bar Kid.

- Ladies are attracted to MIlk Tray

- The advert made it seem like the man is a gentleman because he is willing to kill the shark after giving the lady a chocolate.

- He risked his life jumping off a cliff and swimming with a shark to deliver the chocolate.

- The advert began by showing a boy giving a mars bar to a clothes seller on the streets the clothes seller then ate the bar. Next it showed two men playing golf, golf is mostly associated with rich people. Therefore by showing the seller and the golf players it might mean that it doesn't matter how well off you are the mars bar can make them all happy.

- Mars bar can be consumed while resting, playing or working.

- Pretty lady as the model, red lipstick which stands out and draws attention to her lips and what she eats.

- The catch phrase at the end “why have cotton when you can have silk?” suggest that Galaxy is a luxurious brand.

- The model kept the chocolate inside a drawer which suggest that the chocolate is precious and is worth hiding from people.

- Her nails are painted the same colour as her lips to draw attention to audience as she was peeling the chocolate wrap.

Slide 38

1) The target audience for this advert are children aged 7-12.2) Everybody was wearing fashionable clothes and 1960s is known as the ‘Swinging

Sixties’ which is the birth of fashion and British pop which is also in the background music.

3) Most people nowadays prefer EDM and electronic music so the background music would not really fit in today's adverts and it wouldn't be popular either.

Slide 39

1) The target audience for this advert are young adult male aged 20-302) Women’s right movement was popular in the 70s and the fact that the guy in the

advert jumped off a cliff and swam with a shark just to give the lady a chocolate bar might be a symbol for him fighting for women’s right.

3) Fighting for women’s right is still popular even now so it is not different from what was popular in the 70s.

Slide 40

1) The target audience for this is everybody (people of all ages)2) This advert does not fit with what popular in the 80s because, in the 80s phones,

telephones and electrical appliances were popular. However, this advert features none of that.

3) It is not different from now because phones and gadgets are still very popular amongst people of all ages.

Slide 41

Social values have changed advertising because of the change in how people around think. Advertisements have to fit in the values that society have and those values are always changing as we become more developed. Advertisements have always tried to attract consumers by reflecting on the current trends for example adverts nowadays mostly have electronic background music because electronic music is a trending genre of music.

Slide 42

1) I think the most appealing advert was the Mars advert. This is because by watching it only once I think the message of the advert was well conveyed. The last phrase of the advert was also catchy and is easy to remember because it is simple.