Advertising case study 3: Audrey Hepburn Galaxy advert

1) Who is Audrey Hepburn?
She was as hollywood star in the 1950's and 1960's, she was also a fashion icon and died in 1993


2) Why did Galaxy select Audrey Hepburn for this advert? 
They done this because the film that they were recording was in rome and the people filming wanted to pick her because they were in the perfect place like the scenery was really good to record in, and i shows some sort of nostalgia of the italian buildings and places.


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

It shows her as being a wealthy person as she has gone to this very nice place which looks like it could be expensive to go to, also her clothes seem to be some sort of designer clothes which is usually very expensive.

4) Why is the advert set in the 1950s? What audience pleasure does this provide?
It pleasures people who really like chocolate or in this case galaxy chocolate fans

5) What is intertextuality?
When one media text refers to or suggests 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)?
It shows her to be some what of a wealthy person as she has bought a holiday to this very expensive place, and from her clothes she seems to be wearing "expensive clothes" like the design and the brand in them show the wealthiness


7) Which of Propp's character types are represented in the advert? (Note: you will not find them all). 
I think that the lady would be the heroine/princess and the man in the car would be the hero as he saves her from the disaster.


8) How does the advert's narrative (story) follow Todorov's theory of equilibrium?
The lady is in the bus then it gets stuck because the crates fell over and then a man insists that she should come in his car and she will go, then she gets out of the bus then the goes in the mans car which is a solution to the bus being stopped
9) What representations of gender can you find in this advert?
it shows the woman being more superior than the men as the when the lady takes the hat the man doesn't do anything and puts it on the man then she lets the man take her to where ever.

10) Are stereotypes reinforced or subverted in the Galaxy advert? Give examples.
I think that they are subverted as the woman is a wealthy person but when she go's to the man's car she takes that hat from the bus driver and then puts it on the man's head but then she goes to the back seat to relax and eats a chocolate bar. 


Grade 8/9 extension tasks

Read the Framestore case study and the Guardian feature again. How did they recreate an Audrey Hepburn film using location, casting and CGI?
they had to bring out as much of her characteristics as possible in order to make the advertisement more interesting, in order to do this they had to make her face the main attraction towards the advertisement, the use of CGI was used to shape her face, meaning that they have done some sort of editing in order to make her face look in that particular way.

Now read this Vintage Everyday feature behind the scenes of the Galaxy advert. What other background information do you learn here regarding the construction of the advert?
They had went to historic places and filmed it there or based it off of the place that they were trying to shows people.

Women in the 1950s are represented very differently in two of our advertising CSPs: OMO and Galaxy. What similarities and differences can you find by analysing the two products?

The similarities is that they all include women, the difference would be the representation of the OMO and the galaxy this is shown by how the women in the OMO adverisement are women are shown as being domesticated while the men are the more superior but in the galaxy advertisement the women are shown as being more superior as when the bus stop a man offers her a ride in his car then she gets out the bus then takes the hat off the bus driver and puts it on the man with the car and when she goes in the man isn't telling her where to sit she just goes to the back to relax while the man is driving.

Advertising case study 2: Represent NHS Blood campaign

1) What does BAME stand for?
Black Asian Minority Ethnicity


2) Why is there a need for blood in the BAME community? 

Because there aren't enough black and Asian people donating blood and according to the making of the video it shows that they both have rare blood types and as it saves lives.

3) What does this advert want people to do once they've seen it (the 'call to action')?
It makes them think that they should donate blood to them as there weren't enough black and Asian people donating blood and that it shows that it saves lives.



4) Why is the advert called 'Represent'?
It represents that only 3% of black and Asian people donate blood meaning that they should donate blood to them, it also represents that black and Asians have good jobs and objectives so they should at least donate blood to them.


5) Why have the producers chosen famous BAME celebrities to feature in the advert? Give an example of three well-known people who appear in the advert and why they are famous.
Because all of them are either black or Asian meaning that they have donated blood meaning that they influence their followers or the audience to donate blood to the hospital.


6) Why is there a slow-paced long shot of empty chairs at the end of the advert?
It shows that there is a gap that only 3% isn't enough and that there should be more than 3% as it saves lives and they have rare blood types and there could be more blood to give to people.


7) How does the advert match the key conventions of a typical urban music video?
Because it uses a famous grime artist and the setting of the background as it is in a city and some other urban places in city.


8) How does the advert subvert stereotypes? Give three examples (e.g. ethnicity, masculinity, femininity, age, class, disability/ability etc.) 
It shows a wide variety of famous people who have these things so then it shows that they can go through the process with ease, in the advert it shows a wheelchair basketball player and doctors, MPs, etc and it shows the CEO of the company of the music producers as she is a woman which shows success power and respect compared to advertisements from more older times.


9) How does the advert reinforce certain stereotypes of the BAME community? Could there be an oppositional reading where some audiences would find this advert offensive or reinforcing negative stereotypes?
It aims towards black and Asian people and it doesn't say anything to about the white people or the other ethnicity, it shows the result of the other ethnicity not the white people, and we don't know fro sure if black and Asians don't have a rare blood type and could just be saying that to make us donate blood.


10) Choose one key scene from the advert and write an analysis of the connotations of camera shots and mise-en-scene (CLAMPS).
It shows places of urban areas like car parks for when Lady Leshurr is rapping about the lack of blood donors and in the shot showing the empty chairs of the blood donors it has a background of a city which can be seen through the window.


Grade 8/9 extension tasks

1) How does the advert use genre and intertextuality to appeal to the target audience?
It The "represent" has a red "E" which is backward making a "3", this later takes effect in the end when it says only 3% of black and Asian only donate blood,it shows at the end emphasising the red "E"


2) How is celebrity endorsement or star power used to make the campaign stand out?
It shows the diversity of different people who are also celebrities meaning that they are different cultures and ethnicity's, meaning that if they donate blood then the audience and fans will also follow their ways by donating blood to the company.




3) Research the following stars in more detail: Lady Leshurr, Ade Adepitan, Kanya King. Why are they famous? How do they help the campaign reach different segments of the niche BAME audience?
Lady Leshurr is a grime artist, meaning she is a rapper in other words, Ade Adepitian is a Paralympic basketball player and Kanya King is the CEO or founder of MOBO, what they all have in common is that they're different ethnics meaning that they show that they are trying to oppose the 3% that don't donate blood.

4) Read this MOBO press release about the "B Positive" campaign - the follow-up to the Represent advert. How does it aim to build on the success of the Represent campaign?
It shows how they teamed up with NHS so that they can influence people to donate blood as they say that black and other ethnicity's have rare blood, blood types and organs, etc. this shows how each donation can take 1 hour but saves up to 3 lives, it uses people who are other ethnicity's to show that they are donating and nothing bad is happening to them showing that it is okay to donate blood to others. 

Advertising case study 1: OMO print advert

1) What year was the advert produced?
It was produced in the 1950's


2) How were women represented in most adverts in the 1950s?
They were presented as being domesticated and they had to work in the kitchen or doing any house chores, they were presented as being inferior to men as the men were the people who earned all the money and the women stayed home.

3) How does the heading  message ('OMO makes whites bright') and typography promote the product?
It promotes it by saying that normal washing products won't just make your washing white, it shows that if you use OMO then it shows that it will completely make your washing white.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 women wear make up showing that they only care about their beauty, even though they are doing chores it still shows them as having to wear make up, their clothing is very vibrant and it shows that they still care about how they look in any way, the clothes are usually close to being like maid clothes, this shows that they are shown to be domesticated and should only stay in the house while, she is placed or shown as doing the washing while the man is nowhere to be seen, this means that the man is most likely working and earning the money while the woman is staying at home doing the washing and hanging the clothes meaning yet again they are being domesticated.

5) Why is a picture of the product added to the bottom right of the advert?
To show what the product looks like so if the people want to buy it in the store then they can find it more easily and to shows what it can do.6) What are the connotations of the chosen colours in this advert?
They show brightness of the clothes that the washing powder can really make any cloth colour bright or make white clothes even brighter than other washing product.7) How does the anchorage text use persuasive language to encourage the audience to buy the product? Give examples.
It uses an example of a mother and her child speaking to each other on how they should buy and saying that they it is so good it will "shake her" this means that this is the only washing powder in which will work properly 



8) What representation of women can be found in this OMO advert? Make specific reference to the advert and discuss stereotypes.
Yet again they are shown as being domesticated and having to do chores at home while the husband goes to work and earning money while the wife is doing things that don't earn money but just at home doing things that benefit the husband from doing housework.

9) What is the preferred reading for this advert - what did the producers of the advert want the audience to think in 1955?
They want them to think that OMO is the only washing powder that can make clothes bright especially white clothes as they are even brighter than other colours, it also shows a conversation between a mother and a child who are discussing how good the product is and that they should buy it.

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 would be that the woman is just doing this as it is turn to do the washing as the husband and wife are having goes washing also it would also show that the woman has had a day off to wash the clothes just for this specific day, another thing would be that this OMO washing up powder is just scam and that it is a false advertising just to catch the eye of the consumer and so that they can earn money while their product lies to the consumer.

Grade 8/9 extension questions

1) How much do you think things have changed over the last 60 years with regards to representations of women in advertising? Give examples from a variety of adverts
They have changed as having equal rights and responsibilities, also anything that that offends any type of gender many people or the audience will take action, but now days of how women are portrayed is by being more sexualised than they have to be which shows that it has changed but the aspect of stereotypes is still around. 

2) Read this Guardian feature on possible law changes with regards to gender representations in advertising. Do you agree with this approach?
Yes as they are now showing gender equality and mixing up their roles like women not being able to park a car is now that they are able to park a car like a professional or another example would be that men not being able to change nappies is now something they can now do. I think they are now starting to shows that both genders are able to do anything not matter what gender is is supposed to be assigned to meaning that they are all equal.

3) Now read this Guardian feature entitled 'Mad Men and invisible women'. Why does it suggest the advertising industry has 'failed to move on'? Do you agree? Read some of the comments below the article to get a range of differing views on this topic.
In some cases they have failed to move on as they show that women are supposed to be beautiful or supposed to be in a certain shape and that they shouldn't eat a lot, in other cases they haven't failed to move on as they show a range of diversity and gender equality as they show how they feel about men always being superior but not them, then they show how strong or as equal as they can be like men can be all powerful. 
In conclusion, in some cases, yes they have failed to "move on" in certain circumstances but in other scenarios they appear to have "moved on" as they show gender equality and diversity between themselves and others and what they can do compared to other people.  

Gender representation in advertising: blog task

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. 
They were shown as domesticated and shows that they were inferior compared to men. It shows that they were useless until they showed the aid "turns out you gals are useful after all", this shows that they were considered as the useless gender, another thing is shows is that they can drive,this is shown by  the car advertisement saying that they should drive automatics so that no accidents happen.


4) What stereotypes of women can you find in the post-2000s adverts? Give specific examples.
They are still somewhat domesticated or shown as house wives but in the perfume advertisement, it shows then as seductive towards men. But in the fanta advertisement, they are shown as being famous stars, meaning they are more superior, in being famous


5) How do your findings suggest representations of gender have changed over the last 50 years? 
The old advertisements show them as less important and more domesticated as a house wife also, but in the newer versions they some sort of being domesticated but still they can still be shown as being more superior as they are more seductive but the other advertisement shows that they are more famous.


Extension: Find three adverts that subvert gender stereotypes and write a paragraph about how they do this.

These shown advertisements subvert the gender stereotypes as the first picture is a man with 3 children, this shows that he is the one looking after the children instead of the mother as the mother is usually shown  as looking after the children, it also shows that taking care of children isn't easy as men usually think that looking after children is easy, in the second advertisement it says "put them to the dad test", this is similar to first one, this shows that they want to test how the father takes care of the children, the 3rd advertisement shows a woman stepping on the mans head, this shows that they are more dominant and superior than the male.