Galaxy 'Chauffeur' advert

https://youtu.be/Sw-9zMEDzRM

1) Who is Audrey Hepburn?

Audrey Hepburn was a Belgian-born British actress and humanitarian. She is best known for her roles in films such as Roman Holiday (1953), Breakfast at Tiffany's (1961), and My Fair Lady (1964).

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

They selected Audrey Hepburn because they are trying to say if you eat this specific chocolate you turn good looking as she has loads of makeup on.

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


Glamour and luxury.

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

Nostalgia as the advert is directed at adults.

5) What is intertextuality?

When a media text references another media text.

6) 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)?

'Roman holiday' as it's set in Rome. This is shown by the background music how it's french, Audrey's makeup and dress which has the 1950's vibe and lastly the type of buses and cars.

7) Which of Prop's character types are represented in the advert? (Note: you will not find them all). 

The Props character types that are in this advert is The heroine, helper, doner and the hero.

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

It was a normal day and the bus driver was driving in Italy when there was a fruit blocked in front of the bus, that's when the hero comes and saves her and Audrey goes into his car.

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

The representation I can find in this advert is that women are always in need of help and being rescued while men do the rescuing.  

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

There are stereotypes being subverted in this advert such as the journey in Italy being a relaxed place, yet it's chaotic at the beginning, also the woman being less superior to men yet the woman takes the hat off the driver and sits in the back of the driver's car.

OMO advert

1) What year was the advert produced?

The year the advert was produced was in the 1955.

2) How were women represented in most adverts in the 1950s?

Women were represented in most 1950's adverts that women are inferior to men, bad drivers, powerless, sexualised or focused on domestic workers (e.g. cleaning). They were .stay at home mums who dress to impress  and always look good for their husband.  

3) How does the heading  message ('OMO makes whites bright') and typography promote the product?

The writing is in sans serif which connotes clean and minimal. The heading message gives an idea to the audience that the product isn't any ordinary product it's a product which doubles the brightness of your clothes and lasts longer than any other detergent.

4) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of the model used to suggest women's role in society?

The cost me connotes that a women should always be wearing a cleaning costume to get ready whenever she cleans. The makeup suggests that whilst she;s cleaning for her family, she should always care about what her appearance looks like for her husband. 

5) Why is a picture of the product added to the bottom right of the advert?

The picture for the product is added to the bottom right of the advert to show the  connection between the flash box outside the bold heading for the product and for the advert headline

6) What are the connotations of the chosen colours in this advert?

The connotations of the chosen colours in this advert suggest that the product is fresh and new and that when you use the product it'll turn really white and bright.

7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.

The anchorage text uses persuasive language to encourage the audience to buy the product by repeating the words 'bright' and 'white'. This will get stuck in the audience' heads, and when the women go to buy it all they'll know is that it'll get the job done. 

8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.

The representation of women that are found in this OMO advert is people who are pointless in life and only know how to cook and clean, and that would supposedly make them happy.

9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?

The preferred reading for this advert is that the OMO detergent is better than all the other regular ones that women would buy as in the advert they make it seem they get the job done better than no other. 

10) What is the oppositional reading for this advert - how might a modern audience respond to this text and the representation of women here?

The oppositional reading for this advert is that women are only good at domestic work and that they enjoy it as well as looking goof for their husband.

Gender representation in advertising

1) Find three adverts featuring women that are from the 1950s or 1960s. Save the images to your Media folder as jpegs and then import them into your blog post. Hint: You may wish to look at car, perfume or cleaning products but can use any product you wish.

2) Find three adverts featuring women that are from post-2000. Save the images to your Media folder as jpegs and then import them into your blog post.

3) What stereotypes of women can you find in the 1950s and 1960s adverts? Give specific examples. 

The stereotype of women i can see in the 1950's and 1960's adverts is that women are inferior to men, powerless and sexualised. This is shown by how on one of the advert, one women is dressed up scandalously. Women were expected so much, this is by putting on loads of makeup and dressing a type of way to impress men and be better wives. Lastly, on two of the advert it shows a women cleaning and a advert that says, ''show her it's a mans world''. Whilst women were doing domestic work, the men would be out proving for their families, which is why they added that title. 

4) What stereotypes of women can you find in the post-2000s adverts? Give specific examples.


Stereotypes of women I can find in the 2000s adverts is that women should have a certain body type in order to fit the beauty standards society has told us is normal. This could be offensive to someone who doesn't fit that standard as they would feel lesser than other women. Another stereotypical advert I can see is that women should be the ones cooking, You can tell that's the case as one of the text says, ''the only thing that cooks better is a woman''. This shows that people still think that women should be at home cooking and a subsidiary towards their husbands.

5) How do your findings suggest representations of gender have changed over the last 50 years? 

In my opinion, I think representations of gender hasn't changed over the last 50 years as women are still supposed to look a certain way to a degree. Also, how people still think women are inferior to men.