1) Narrative & genre: narrative theory and sub-genre
-Propp - hero type role when they 'save' girl with mascara - gets her into the club
-makeover transformation
-Barthes action and enigma codes (eg: what is in the case? what are they going to do when they get in the car? action codes of applying the make up and sharing it)
-suitcase is important in storyline - glowing / gold
2) Cinematography: camera shots and movement
-extreme close ups of the eyes - fetishisation
-medium close ups of outfits showing before and after - allows you to see the change (makes us perceive product as transforming)
-repeated shots of product - strategy to make product stay in consumers mind and make the brand/product easily recognisable
-tracking shots of bag - adds to pace and build up
-establishing shot of setting - see hotel room and new york skyline - linking back to the brand where they are based - inspirational/desirable quality
3) Mise-en-scene: costume & props
-suitcase/trolly - idea of luxury - done to make product be seen the same way
-'ordinary' clothes first then switches to more glam costumes to show transformation/highlight the difference
4) Mise-en-scene: actors, setting, lighting and colour
-gold colour - idea of treasure/valuable
-bell boy - luxury lifestyle
-purple colour - regal/royalty, more gender neutral
5) Editing: pace, transitions and visual effects
-slow motion - throws mascara in air, mimicks throwing money - rich from having the product - suggests how much its worth
-when product is applied, editing is slowed down - more intense, get to see product and how it works in more detail
6) Graphics: text/graphics on screen
-logo on screen
-hashtag (that boss life) - social media promotion, allows awareness to be spread quicker
-repetition of slogan
-colloquial language - targets at younger audience, shows its more modern/relatable
7) Sound: dialogue, music and sound effects
-upbeat music, seem more modern
-background sounds of a club - suggests product is ideal when going to an event/need to be more dressed up
Maybelline 'That Boss Life': wider reading
1) Why was this campaign such a landmark for beauty product advertising?
Because 'not only has it teamed up with beauty influencers for the first time, this also marks Maybelline's first-ever partnership with a man as the star of a campaign.' This shows how Maybelline is breaking typical norms and expectations and showing their support to different movements and ideas.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
They have made the act of male glamming feel somehow both revolutionary and a little more normal … because we still live in a culture where makeup is mostly associated with women. After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn't just for girls; it's for guys too. Back in October CoverGirl named James Charles its first CoverGuy, and brands like Milk Makeup and Anastasia Beverly Hills have been featuring men in advertising campaigns and on social media for a more universal and inclusive approach to beauty.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
'Gutierrez and Mitchell share a combined Instagram following of 5.1 million followers and a YouTube subscribership of 2.5 million.' This means that their product can be recognised on a larger scale and people who support them are more likely to follow the brand and purchase their products, as when a product is associated with something you like, it encourages you to buy it.
4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
Because it shows that they are representing different groups in society, such as black people, gay people and those who have similar values as they do, who often go under-represented or are not always shown in a positive light when they deserve to. I think they also chose them as strategic business decision as they are of a similar age group that they are targeting with their products.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
Some mass-market brands are eschewing the influencer route. Just this week, Revlon announced it was adding Gwen Stefani, a more traditionally established celebrity, to its ambassador lineup.
“It tends to be a younger brand attracting younger consumers for which the power of the influencers is really strong,” noted Liebmann.
In today’s consumer climate, said Liebmann, celebrities aren’t totally out — but it helps if they have a social media following.
“The real power today is if you have somebody recognizable who is also socially effective, a celebrity that has credibility [on social media]. Celebrities who live in this new world can become hugely powerful.”
Media Magazine: The Changing Face of Masculinity
Now go to our Media Magazine archive and read the feature 'The Changing Face of Masculinity' in MM63 (page 15). This will allow us to compare our two advertising CSPs - the Score hair cream advert and the Maybelline digital campaign. Answer the following questions:
1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
The advert is using female sexuality to show men they can have power: you can conquer, you will be desired.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
In the 1960s, print advertisements tended to rely more on photography reassuring the target audience that it’s ‘made by men’. This might address any hesitation the average male might have about purchasing grooming products: no women were involved in the creation of this product, it is solely for men, it smells manly and using it will not feminise you in any way.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
It reinforces the stereotype that men are superior and have the power to dominate women - who are there to please men and appeal to their needs, which would also support Mulvey's idea of the 'male gaze'.
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?
Preferred reading - using this hair cream will give you everything a man would want, admiration and good looks. It will also make you more masculine and successful.
Oppositional reading - some people might believe that the advert is generalising masculinity and portrays masculinity as something as simple as being the breadwinner and having dominance over women. In 1967 homosexuality was decriminalised, - people still did not agree with this so it can be seen that the ad is trying to promote the traditional depiction of masculinity and what it is to be a man.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
You can see the New York skyline which links specifically to the brand as it represents the city in which they are based. New York also ties into the idea of following your dreams and is known as being a place full of opportunities and the fact that Maybelline uses two social influencers from minority groups in the city suggests the product they are advertising can be life changing and will allow you yo access new opportunities.
You can see the New York skyline which links specifically to the brand as it represents the city in which they are based. New York also ties into the idea of following your dreams and is known as being a place full of opportunities and the fact that Maybelline uses two social influencers from minority groups in the city suggests the product they are advertising can be life changing and will allow you yo access new opportunities.
6) What is the narrative of the Maybelline advert?
That the product is transforming and something that is luxurious and can instantly make you look more glamorous. The advert also shows that they are an inclusive brand and their products are designed and suited to a range of consumers and their needs.
7) What does the article suggest the Maybelline advert's message is?
The article suggests that the Maybelline advert message is to empower the youth, make them feel special and glamorised. Also, the slogan of this advert is to "lash like a boss", so no matter if you are male or female you can still have the power to "lash like a boss" if you use their product.
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 a significant change in views and attitudes towards masculinity as advertisements now are starting to become more inclusive by representing minority groups. In the 60s the views in society were much more traditional and suggested that masculinity equals superiority whereas the Maybelline advert is empowering hyper-masculinity and the youth.
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