Important Note

Please note that this unit requires you having access to the internet in

order to watch two adverts which are your GCSE exam close study

products (CSP). It is unfortunate that we have to study these whilst

you are learning from home and we will recap and revise them once

back in school, but it is essential that you work as hard as you can on

these tasks.

The accompanying booklet is a pdf along with these lessons and can

be used to structure your notes made on paper or on word

documents, or if you are able to print it off or type into it, then do so.

Either way, save everything you do in order to bring it back into

school.

Any work indicated with a big green tick means you must send that

piece of work in to your media teachers for marking and feedback.

There should be one piece every 3 weeks or so.

Thanks,

Mr Lewis, Mrs Mabbs and Mrs Edwards

Unit: Advertising (CSPs)

Week 4, Lesson 1

Galaxy chocolate advert – Audrey Hepburn

By the end of the lesson:

ALL will be able to explain

the term ‘nostalgia’ and

identify key features of the

CSP;

MOST will analyse a range

of aspects of the CSP,

considering the effect on

the audience;

SOME will evaluate the

effectiveness of a range of

aspects of the CSP, linking

ideas directly to the

intended audience.

Recap starter: Try to answer these

without using your notes.

Unit: Advertising (CSPs)

Ext: Explain the different effects on

the audience of the three shot

types you listed in response to Q1.

1. List three different shot types.

2. What is the difference between a

panning shot and a tracking

shot?

3. What is the difference between

denotation and connotation?

Nostalgia

What books, TV programmes

and films did you love when

you were very young?

How do you feel about them

now?

Nostalgia

Nostalgia is a sentimental longing or affection for

a period in the past.

Sometimes people feel nostalgic for a period in

their own lifetime, but people often feel nostalgic

about a time before their own memory.

If you could live through any decade in the last century, which

would you choose? Why?

ALL will be able to explain the term ‘nostalgia’ and identify key features of the CSP;

MOST will analyse a range of aspects of the CSP, considering the effect on the audience;

SOME will evaluate the effectiveness of a range of aspects of the CSP, linking ideas directly to the

intended audience.

Task: Answer the first question on page 2 of your booklet:

• What is nostalgia?

Watch the Galaxy chocolate ad featuring Audrey Hepburn,

Now trying answering the

second question:

Why might advertisers use

nostalgia when marketing

their products?

Link: https://www.youtube.com/watch?v=Z6HKWuZPrdU

ALL will be able to explain the term ‘nostalgia’ and identify key features of the CSP;

MOST will analyse a range of aspects of the CSP, considering the effect on the audience;

SOME will evaluate the effectiveness of a range of aspects of the CSP, linking ideas directly to the

intended audience.

Audrey Hepburn was a British actress. She was best known

for the roles she played in films such as ‘Roman Holiday’, ‘My

Fair Lady’ and ‘Breakfast at Tiffany’s’.

• The Galaxy advert was made in 2013,

twenty years after Hepburn’s death.

• Galaxy filmed the advert using a

lookalike, then enhanced the footage

using CGI (Computer-Generated

Images).

• Hepburn’s family gave their consent for

her images to be used in the advert.

However, why are some people uneasy

about the advert?

Answer the rest of the questions on page 2 of your booklet.

A semiotic analysis of the advert

Watch the advert again and fill in the boxes on page 3 of your

booklet.

You will watch the advert three times – once for each of the

following aspects:Cinematography/editing

Consider shot types, camera angles,

transitions and superimposed text.

Sound

Consider diegetic sound (sounds the

characters can hear) and non-diegetic

sound (which only the audience can hear).

Mise-en-scene

Consider setting, costume, facial

expression, body language, props and

colour.

When you have

made all of your

notes, fill in the

final box: What

does the advert

suggest about the

product?

Plenary:

Look at this US talk show item about the advert (Galaxy

chocolate is called ‘Dove’ in the US).

ALL will be able to explain the term ‘nostalgia’ and identify key features of the CSP;

MOST will analyse a range of aspects of the CSP, considering the effect on the audience;

SOME will evaluate the effectiveness of a range of aspects of the CSP, linking ideas directly to the

intended audience.

“It is morally wrong to use a

dead person’s image to sell a

product.”

To what extent do you agree?

Be prepared to explain your

opinion.https://www.youtube.com/watch?v=lc9t1jNmtWc

Week 4, Lesson 2

Galaxy ad - narrative

By the end of the

lesson:

ALL will revise narrative

theories and apply them

to the CSP;

MOST will analyse the

narrative of the advert;

SOME will evaluate the

effectiveness of the

advert’s narrative.

Recap starter: Try to answer these

without using your notes.

Unit: Advertising (CSPs)

Challenge: How does the advert

portray Galaxy chocolate as luxurious?

1. List three specific shots from the

Galaxy advert.

2. Who stars in the advert, and why

is this unusual?

3. What song is used in the advert?

https://www.youtube.com/watch?v=Z6HKWuZPrdU

Look at page 5 of your booklet.

Answer the first question:

• In your own words, what is Todorov’s narrative theory?

Now complete the grid, explaining the different stages of the

advert’s narrative.

Ext: How does the narrative of the advert make you feel about

the main character? Why?

Task: Fill in the boxes on

page 4 of your booklet,

explaining what is going

on in each moment of

the advert.

Ext: Comment on

aspects of

cinematography and/or

mise-en-scene in the

shots.

Look at page 5 of your booklet.

Answer the second question:

• In your own words, what is Propp’s narrative theory?

In this column, give a

general explanation of

the character type. E.g.

Damsel in distress:

needs rescuing.

In this column, explain which

character in the advert fulfils the role.

E.g. Hepburn is the damsel in distress

because she needs to be rescued

from the crowded, broken-down bus.

Ext: Try to offer different

interpretations of the same characters.

Thursday, 09 April 2020

Galaxy ad - representation

By the end of the

lesson:

ALL will identify

stereotypes in the CSP;

MOST will explain the

impact of the use of

stereotypes;

SOME will explore the

ethics of using

stereotypes in

advertising.

Starter:

What is unrealistic about the

narrative or characterisation in the

Galaxy advert?

Unit: Advertising (CSPs)

Challenge: Use media language in

your response.

Intertextuality

Answer the first three questions on page 6

of your booklet.

• In your own words, what is

intertextuality?

• Why do advertisers use intertextuality?

• Give examples of intertextuality within

the Galaxy advert.

Ext: Would intertextuality work for all audiences? If not, why not?

‘Breakfast at

Tiffany’s’

1992 Galaxy advert

https://www.youtube.com/watch?v=9GzCG6lpFUw

https://www.youtube.com/watch?v=uirBWk-qd9A

https://www.youtube.com/watch?v=D4EstcFPtts

Representation: stereotypes

Task: Fill in the ‘stereotype

used’ column in the table in

page 7 of your booklet.

Consider how the aspect is

shown in the advert.

Now fill in what you can of the ‘reality’ column. If there’s

something you’re not sure about, move past it.

Which ones have you filled in? Which ones need further

discussion?

Ext: ‘There is no harm in using stereotypes.’ To what

extent do you agree? Explain.

Representation: stereotypes

Why have these stereotypes been used? What is the

impact on the audience?

Task: Choose at least two of the following stereotypes

and explain why they have been used.

The Galaxy advert uses the stereotype

of Italy being rural and picturesque, with

pretty little market towns. In reality, Italy

is fairly similar to the UK, with a range

of rural and urban areas. By

representing Italy as more attractive

than the UK, Galaxy are suggesting

that eating the chocolate will transport

you to a warmer, more beautiful place,

offering a sense of escape.

• Audrey Hepburn

• Galaxy chocolate

• 1950s

• Masculinity and

femininity

• Class

Ext: Which representation

do you think is the most

misleading? Why?

Plenary: Choose one of the following tasks and write a

response.

Task A:

How would you redesign this

advert for a male target

audience?

Task B:

We have a romanticised view

of the 1950s. What might a

romanticised view of this

decade (the 2020s) look like

for people in the future? How

could this be used to advertise

chocolate in, say, 2090?

Task C:

Describe the advert for

someone who has never seen

it and who has no idea who

Audrey Hepburn is. Task D:

Do you think the advert is

effective? Explain.

ALL will revise narrative theories and apply them to the CSP;

MOST will analyse the narrative of the advert;

SOME will evaluate the effectiveness of the advert’s narrative.