Galaxy chocolate advert

Galaxy Chocolate Commercial

Multimodal Discourse Analysis

MULTIMODALITY

Multimodality refers to the interplay between different representational model in communicaton process.

Medium

Application

Modes

Medium is the means through which the multimodal phenomena realize (newspaper, tv etc...)

Examples of multimodality areweather forecast or posts on social network

Modes are resources whereby we can make meaning material, they are sounds, visuals, writings, gaze, gestures etc...

SOciosemiotics

Metaphorical process

Icon

Metonymical process

Index

Semiotics is the study of signs and the way they make signification

related to referent only by convention

Symbol

Sociosemiotics has made the discpline's focus on social meanings increasingly relevant

+ INFO

The ideas of semiotics are based on Peirce seminal work. He distinguishes:

ITALIANICITY

Italianicity is not Italy, It is the condensed essence of everything that could be italian.

It's a set of qualities like a "social" way of living, the central role of body and likeability, style and elegance

The characteristics of the advertised product fade into the background, both the product and the brandare invested in values linked to Italianicity

The analysis is about a TV commercial of Galaxy Chocolate, chocolate brand in UK. Set during the 1950s on Italy’s Amalfi Coast, it shows a young Audrey Hepburn sitting on a crowded bus, wondering when she will be able to indulge in her Galaxy chocolate bar.

audrey Hepbrun

She's introduced in the Ad. She was part of the Hollywood Golden Age, known for her glamorous and fashionable looks

THE PRODUCT

The Galaxy bar is introduced

The camera focuses on the product. It emphasises the importance of the chocolate. The bar is placed inside her bag, with some stylish gloves on the right. Again the ideas of elegance and fashion are highlighted

Nick Hopper

Audrey Hepburn

This actor is really similar to Gregory Peck. This is another reference to Roman holiday. He's good-looking, masculine, and his red shirt symbolyze love and passion.

Authors deliberately chose to create a version of Hepburn from 1953, when she made Romance Holiday, obviously set in Italy.

She stole the driver's hat...

....and put it on the man's head

Audrey is quite playful. There is a power shiftas she take a dominant role.

There is a change in a familiar pattern as she's mocking the young man. Irony and surprise's effect are brillantly used

The young man is puzzled

The car pulls away

The man accepts the job given by Audrey. Who could get angry to Audrey Hepburn? On the background the sea add to message of freedom and luxury.

Giving him the hat suggests she sees him as a driver rather than a lover. She is above him in this hierarchy of power and status, she's indipendent.

Freedom, pleasure and carefreness are what her face is communicating to viewers.

Conclusions

Write a subtitle here

The final idea brought on by the commercial is that chocolate has the power to release from stress

The overall message is that the chocolate, like Hepburn, is about luxury, style and class

Celebrity endorsment and use of italianicity are the most evident techniques used by authors

The recreation of CGI Audrey Hebpurn has created a debate which increased the notoriety of the brand and product.

Thanks

Mattia Marchionne

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