Advertising: Maybelline CSP case study
'That Boss Life' close textual analysis
1) Narrative & genre: narrative theory and sub-genre
The narrative used in the advert is that Manny and Shayla two friends are visiting New York and it takes the audience with them on their journey. The advert uses a linear pattern as the advert progresses to Manny and Shayla's transformation with the help of the Maybelline mascara. This makes the mascara seem like the hero in the advert as it transforms the characters.
2) Cinematography: camera shots and movement
The advert uses a variety of camera movements and shots with an emphasis on close up and big close ups to accentuate the effects of the mascara. Long shot is also used to accentuate the transformation of Manny and Shayla almost like a Cinderella style transformation.
3) Mise-en-scene: costume & props
In the beginning of the advert Manny and Shayla were wearing casual yet trendy everyday style clothes before they were introduced to the Maybelline mascara. However, after they used the mascara their looks changed from casual to glamorous from their hair,makeup and outfit. One of the props used was the suitcase that was carrying the mascara which was gold and alluring which mirrors the mascara.4) Mise-en-scene: actors, setting, lighting and colour
5) Editing: pace, transitions and visual effects
When Manny and Shayla opened up the suit case you can see a gold light reflecting on their faces which is used to accentuate how glamorous,alluring and fabulous the mascara is as well as how eye catching it is. The montage of the characters throwing and playing with mascara is in slow motion which allows the audience to really pay attention to the details of the mascara. Additionally, when Manny and Shayla come out in their new outfit not only did they have a transformation but so did the room and the hotel concierge and the use of visual affects makes everything appears brighter and more appealing.
6) Graphics: text/graphics on screen
The text at the end of the advert 'Big Shot Lash Like A Boss' summarises the advert and mirrors the mascara
as it transformed them into more confident and appealing people being and makes the audience want to buy it to feel more confident and feel like a 'boss'.
7) Sound: dialogue, music and sound effects
The music is very upbeat and catchy and it the beat of the drum sounds like a drum roll that gets louder and more intense leading up to the scene of the transformation. The beat drops when they come out and changes to a slower sound with sound effects that fit the scene.
Maybelline 'That Boss Life': wider reading
1) Why was this campaign such a landmark for beauty product advertising?
This campaign was such a landmark for beauty product advertising as for many years beauty products was limited to women and Maybelline partnered with man to be the star/face of the campaign for the first time ever which breaks the gender stereotypes.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
The articles suggests that the representation of sexuality and masculinity is changing as more people from the LGBTQ community are being represented in the media and are breaking stereotypical gender roles.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
Digital influencers may be attractive to companies as influencers like Manny Gutierrez have such a large platform with a huge following and their fans rely on their opinions of products as they are the opinion leaders and get the discussion going on certain products.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
I think they chose MannyMUA and MakeUpShayla as they both do not fit the typical character that the media uses to portray when advertising beauty products. The western beauty ideals were skinny,tall blond women for many years and now we live in societies that are beginning to challenge ideas like these so by breaking these stereotypes by using a man and a black women in an advert for a beauty product would definitely get the attention of people.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
Younger audiences are more engaged in social media and social influencers rather than traditional celebrities as they used to in the past. The ambassadors social media following and reach is a crucial factor for brands to consider.
Media Magazine: The Changing Face of Masculinity
1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
The advert uses female sexuality to communicate a message to the male 1967 audience that they can have power and that the cream will make the more desirable and appealing.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The narrative it uses is that the product is made by men and it is for men as this will dismiss any hesitation of buying grooming products and will not undermine or compromise their masculinity in any way.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
That women are subservient and should be submissive to men and that the objectification of women is normal for the desires of men.
4) Applying Stuart Hall's reception theory, what does the article suggest the preferred and oppositional readings could be for the Score hair cream advert?
The preferred reading is that using the product will make you seem manly, sexy and desirable to women and you'll be able to get any woman you want. The oppositional reading is that the sexualisation of women in adverts reinforces the idea that women are only presented to fulfill the pleasures and desires of women and that they are just objects to look at by men rather than people.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
Their backgrounds are important as Manny is Mexican-Spanish American and ethnic minorities are under/mis-represented in the media and it was also the first time Maybelline used a man to be the face of a beauty campaign. Shayla Mitchell also doesn't fit into the typical western beauty ideals and she represents black women as they are also under represented in the media.
6) What is the narrative of the Maybelline advert?
The advert uses the narrative of Manny and Shayla checking into a hotel room in New York and they open open a gold suitcase and inside it is the product that everyone wants.
7) What does the article suggest the Maybelline advert's message is?
The advert uses the aspirational message of two friends who do not conform to masculine and feminine ideals but are confident and happy in their own skin.
8) The final section of the article focuses on masculinity. What do the Score advert and the Maybelline advert suggest regarding the changes in society and media between 1967 and 2017?
There has been significant changes in society and the media between 1967 and 2017 especially regarding sexuality and gender roles. This is seen there are changes in the representation of men and women in the Score advert and the Maybelline advert. In the Score advert the man is in the centre of attention surrounded by women in revaling clothes which sends the message that the use of women is for the desires of men and that men are superior. Also men were expected to be strong and macho which contradicts to the 2017 Maybelline advert as they use a man to be the face of beauty products. Additionally, Shayla is the opposite of the 1960s beauty standards which is clear in the Score advert where the women are all white and skinny.
1) Narrative & genre: narrative theory and sub-genre
The narrative used in the advert is that Manny and Shayla two friends are visiting New York and it takes the audience with them on their journey. The advert uses a linear pattern as the advert progresses to Manny and Shayla's transformation with the help of the Maybelline mascara. This makes the mascara seem like the hero in the advert as it transforms the characters.
2) Cinematography: camera shots and movement
The advert uses a variety of camera movements and shots with an emphasis on close up and big close ups to accentuate the effects of the mascara. Long shot is also used to accentuate the transformation of Manny and Shayla almost like a Cinderella style transformation.
3) Mise-en-scene: costume & props
In the beginning of the advert Manny and Shayla were wearing casual yet trendy everyday style clothes before they were introduced to the Maybelline mascara. However, after they used the mascara their looks changed from casual to glamorous from their hair,makeup and outfit. One of the props used was the suitcase that was carrying the mascara which was gold and alluring which mirrors the mascara.4) Mise-en-scene: actors, setting, lighting and colour
5) Editing: pace, transitions and visual effects
When Manny and Shayla opened up the suit case you can see a gold light reflecting on their faces which is used to accentuate how glamorous,alluring and fabulous the mascara is as well as how eye catching it is. The montage of the characters throwing and playing with mascara is in slow motion which allows the audience to really pay attention to the details of the mascara. Additionally, when Manny and Shayla come out in their new outfit not only did they have a transformation but so did the room and the hotel concierge and the use of visual affects makes everything appears brighter and more appealing.
6) Graphics: text/graphics on screen
The text at the end of the advert 'Big Shot Lash Like A Boss' summarises the advert and mirrors the mascara
as it transformed them into more confident and appealing people being and makes the audience want to buy it to feel more confident and feel like a 'boss'.
7) Sound: dialogue, music and sound effects
The music is very upbeat and catchy and it the beat of the drum sounds like a drum roll that gets louder and more intense leading up to the scene of the transformation. The beat drops when they come out and changes to a slower sound with sound effects that fit the scene.
Maybelline 'That Boss Life': wider reading
1) Why was this campaign such a landmark for beauty product advertising?
This campaign was such a landmark for beauty product advertising as for many years beauty products was limited to women and Maybelline partnered with man to be the star/face of the campaign for the first time ever which breaks the gender stereotypes.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
The articles suggests that the representation of sexuality and masculinity is changing as more people from the LGBTQ community are being represented in the media and are breaking stereotypical gender roles.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
Digital influencers may be attractive to companies as influencers like Manny Gutierrez have such a large platform with a huge following and their fans rely on their opinions of products as they are the opinion leaders and get the discussion going on certain products.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
I think they chose MannyMUA and MakeUpShayla as they both do not fit the typical character that the media uses to portray when advertising beauty products. The western beauty ideals were skinny,tall blond women for many years and now we live in societies that are beginning to challenge ideas like these so by breaking these stereotypes by using a man and a black women in an advert for a beauty product would definitely get the attention of people.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
Younger audiences are more engaged in social media and social influencers rather than traditional celebrities as they used to in the past. The ambassadors social media following and reach is a crucial factor for brands to consider.
Media Magazine: The Changing Face of Masculinity
1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
The advert uses female sexuality to communicate a message to the male 1967 audience that they can have power and that the cream will make the more desirable and appealing.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The narrative it uses is that the product is made by men and it is for men as this will dismiss any hesitation of buying grooming products and will not undermine or compromise their masculinity in any way.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
That women are subservient and should be submissive to men and that the objectification of women is normal for the desires of men.
4) Applying Stuart Hall's reception theory, what does the article suggest the preferred and oppositional readings could be for the Score hair cream advert?
The preferred reading is that using the product will make you seem manly, sexy and desirable to women and you'll be able to get any woman you want. The oppositional reading is that the sexualisation of women in adverts reinforces the idea that women are only presented to fulfill the pleasures and desires of women and that they are just objects to look at by men rather than people.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
Their backgrounds are important as Manny is Mexican-Spanish American and ethnic minorities are under/mis-represented in the media and it was also the first time Maybelline used a man to be the face of a beauty campaign. Shayla Mitchell also doesn't fit into the typical western beauty ideals and she represents black women as they are also under represented in the media.
6) What is the narrative of the Maybelline advert?
The advert uses the narrative of Manny and Shayla checking into a hotel room in New York and they open open a gold suitcase and inside it is the product that everyone wants.
7) What does the article suggest the Maybelline advert's message is?
The advert uses the aspirational message of two friends who do not conform to masculine and feminine ideals but are confident and happy in their own skin.
8) The final section of the article focuses on masculinity. What do the Score advert and the Maybelline advert suggest regarding the changes in society and media between 1967 and 2017?
There has been significant changes in society and the media between 1967 and 2017 especially regarding sexuality and gender roles. This is seen there are changes in the representation of men and women in the Score advert and the Maybelline advert. In the Score advert the man is in the centre of attention surrounded by women in revaling clothes which sends the message that the use of women is for the desires of men and that men are superior. Also men were expected to be strong and macho which contradicts to the 2017 Maybelline advert as they use a man to be the face of beauty products. Additionally, Shayla is the opposite of the 1960s beauty standards which is clear in the Score advert where the women are all white and skinny.
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