learner response--->
WWW----
'Hiba , a good knowledge of advertising conventions for question 1.1 and 1.2. Able to recall how black widow film was marketed and promoted.'
EBI---
'Do not retell the galaxy advert plot but respond to the question of how narrative features are used.
Question 2--->
Typography
• Upper case and bold – connotations of the important, powerful message of the
image and copy.
• The white text against a black background and the darkness of the image makes the
writing stand out and anchor the message of the text about training being important.
Non-verbal codes
• Athletic body connotes that the subject is in condition and well prepared for the
‘battle’.
• No direct address but the subject’s eyes are focused on pushing the heavy tyre
(physical exertion) which connotes determination and power in the face of adversity.
This is reinforced by his facial expression which has his mouth open in a roar which
connotes supremacy and effort.
• Dress code has connotations of strength since the trainers are engaged in the
activity and the clothes are functional and appropriate for task so they connote
success and durability. The make-up shows sweat and dirt which has connotations
of being ready for action and taking part / effort.
• Body stance / position connotes that the subject is ready to face and overcome any
opponent.
• The brand name ‘Under armour’ has connotations of battle and war being connected
to sport.
Verbal codes (use of language)
• The text is positioned over the top of the tyre to signify the challenge and create
synergy between the image and the message in the text.
• The word battle has connotations of fighting and trying to triumph over an enemy.
• ‘Begins off-field’ connotes preparation and a subversive look at sporting events
(focussing on the training rather than the event itself) and underpins the above
connotation.
Colour Palette
• Darkness has connotations of dangers to be faced and makes it more dramatic
• The use of the spotlight (through the flood lit logos) links to sports matches and
connotes drama / excitement but also shines on the main image connoting his
power.
• The smoke special effect adds to the drama of the situation and the idea of dangers
to be overcome.
Photographic Codes
• Long shot shows the whole power of the body and the effort involved in pushing the
tyre.
• The main image is positioned in between the flood lit logos to link his effort with the
brand image but also to isolate him and connotes personal struggle /strength.
Question 3--->
• The clear function of the narrative: to persuade people of the superior quality and
sophistication of the Galaxy product.
• The structure of the narrative: it follows a linear structure and features versions of
iconic actors from the glamorous era of Hollywood (a CGI Audrey Hepburn and a
lookalike for Gregory Peck) associated with sophistication and desirability.
• Character types can be seen as outdated stereotypes of masculinity and femininity
(‘damsel in distress’ scenario) with Audrey Hepburn cast as the ‘heroine’ character
type (Propp) with the male chauffeur coming to her aid as the ‘Hero’ archetype and
rescuing her. However, another interpretation would see Hepburn as the ‘Hero’ of
the narrative, taking matters into her own hands and forcing the driver of the car into
the ‘Helper/Donor’ position, enabling her to complete her quest.
• The use of locations in the narrative suggests a version of reality for the audience:
Italian Riviera has connotations of romance, upper class and the old Hollywood era
is evoked, suggesting the luxurious nature of the chocolate and reinforcing the ‘silk,
not cotton’ message.
• There is disequilibrium at the start when the village is associated with chaos (fruit
falling, bus stopping, people shouting). This is juxtaposed with the calm, heroic
persona that the audience encounters when they meet Hepburn and, when the new
equilibrium is restored at the end, the sweeping vista suggests endless possibilities /
traditional happy ending at the closure of the narrative.
• Message of the narrative: Galaxy is a more sophisticated, classier product than
other chocolate bars and, as such, needs time and relaxation for it to be enjoyed
properly. The audience can also experience this luxury and a happier time
(nostalgia) if they buy the product.
• The use of intertextuality: The narrative references Roman Holiday so rewards
audiences who have knowledge of the glamour of old Hollywood. The narrative is a
parody of the original film where Audrey Hepburn’s character steals Gregory Peck’s
Vespa motorcycle and he jumps on the back whilst Italians shout at them, a bus
goes past and a lady drops fruit.
Question 4--->
• Serif font for title connotes formality, high class and how well
established the magazine is (Britain’s oldest magazine).
• Use of green colour scheme (fresh and new) with white text (style,
class, sophistication).
• Recent cultural events referenced in cover lines – ‘See EU later’
references Brexit while ‘Love in the time of Corona’ reflects Covid
pandemic. Suggests that wealthy British people want to know the
latest news and current affairs.
• ‘Blond Ambition’ shows link to Prime Minister Boris Johnson
(interview with his brother). Reflects Tatler’s focus on power and
influence in Britain. This is also seen in cover line ‘Inside the new
British establishment’.
• Emma Weymouth, Marchioness of Bath, cover star – reflects
changing attitudes towards race and ethnicity in Britain and the
influence of campaigns such as the Black Lives Matter movement.
• Cover image reflects British culture’s interest in stately homes and
high society events with Weymouth dressed in a ballgown in the
gardens of her Longleat house.
• References to royalty / aristocracy suggests elite demographic and
reflects ingrained aspects of British culture (‘Off Duty Royal
Dressing’)
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