Maybelline CSP case study & wider reading
'That Boss Life' close textual analysis
1) Narrative & genre: narrative theory and sub-genre
- This advert would be traditional as it shows the before and after affects of using the product and the impact it will have in you. This is evident from the two protagonists looking decent putting on the mascara and after when they looked eccentric this would be the narrative theory maybelline would be going for as they want people to buy the mascara.
2) Cinematography: camera shots and movement
- The cinematography for their advert would be from the extreme close up of them putting the mascara on to show the before and after effects and how it boosts up their eyelashes which makes them look more glamorous which then cuts to them blinking and walking back into the room looking amazing. The editing which cuts in-and-out with the music give the audience a boost whilst watching it.
3) Mise-en-scene: costume & props
- At the start the two protagonists Manny and Shayla coming in and meeting eachother whilst wearing something casual. Then it would cut to them opening the suitcase of mascara and after they've used it it jump cuts to them both walking out looking glamorous and wearing outfits that fit the colour scheme of the mascara which is black and gold.
4) Mise-en-scene: actors, setting, lighting and colour
- The actors they used for this advert was Shayla Mitchell and Manny Gutierrez which are two famous makeup artists which would've been reflected. The setting was a hotel room this is suggested from the worker who brought their suitcases to them. It was set in New York this is because of the background and buildings shown through the window.
5) Editing: pace, transitions and visual effects
- The editing would be mostly a fast paced edit and had only lasted one minute. This advert consists of jumps cuts which reflect the products effects if you buy it. This is because the extreme close up of the eye then the blink cut to them waking out looking stylish and with everything slowed down to capture the moment.
6) Graphics: text/graphics on screen
- The mascara maybelline was showcasing was black and gold which connotes glamour and power and these two colours are bold. The graphics of "let's get bossed up" and "Lash like a boss" was plastered at the start of the advert as it could be the slogan and what links the mascara to the theme.
7) Sound: dialogue, music and sound effects
- The dialogue between Manny and Shayla was about the mascara and the music was fast and boosted to feel with the cinematography. This would be when they had used the mascara and them walked out glamorous and the video and music slowed down to capture their essence and how the mascara makes you feel powerful.
Maybelline 'That Boss Life': wider reading
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
This campaign was a landmark for the beauty industry because it the first featured openly gay man in a mainstream advert and this was breaking the gender stereotypes that men can't wear makeup.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
The article suggests that the changing representation of sexuality and masculinity is heavily underrepresented and this advert breaks that stereotype which is a big change that is accepted by society and that adverts like this plays a major role.
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 are attracted to wider stream companies because their fanbase would buy the products they advertise to build a better connection with their favourite influencer and nowadays Instagram influencers have more power which is beneficial for companies to adopt them for their adverts.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
Maybelline chose MannyMUA and MakeUpShayla to be protagonists in their advert because they both have huge following on social media especially YouTube and Instagram as they're known for their love for makeup products which links to their brand ideal.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
The WWD article states that brands especially in the makeup industry should expand the change if they want to reach a wider platform. Wendy Lieberman stated that "The real power today is if you have somebody recognizable who is socially effective".
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 article suggest that the Score hair cream was trying to communicate to a 1967s audience was one of hetronormative standards and that this grooming product was solely "made by men and only for men" and won't affect your sexuality and masculinity. The print advert connotes the idea of "you can conquer, you will be desired" this would fit well with society's values for men and would link to their colonial history.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The article suggests that Score hair cream uses the "sexuality of the female body to cater to their male audience" this means that they use the hunter and prize narrative as way to showcase the powerful, strong man as the hunter because he is wearning a typical hunter outfit and is positioned in arrogance. Whereas, the four women are seen to look-up at him wearing the same clothing but sexualised and revealing. This would link to Mulvey's feminist theory "Male Gaze" as the Score advert reinforces the notion that the women are his prize and used to attract the male audience which is ironic because we see the women being objectified but they count on women from the advert to generate sales from their target audience.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The Score hair cream advert reinforces traditional masculinity to be seen as brave, stoic and arrogant. This means that the advert caters to the majority of men's mentality at the time and this was normal. The protagonist is the positioned as a leader and built to the right standard and this would be a man's aspiration in 1967.
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?
Applying Stuart's Hall's reception theory to Score hair cream the preferred reading would be fit the heterosexual male ideal that he can achieve everything that is presented "power, sex appeal and control, with better hair" this would feast on men's lack of confidence and would feel drawn to buy the product. The oppositional reading would be that this advert is dangerous to men's mental health and self image and would see women as nothing more that sexual objects and treated as less than.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The maybelline advert is significant as it challenges those toxic masculine ideologies as Manny is a openly gay makeup artists and Shayla is an African-American female makeup artist thses representations are valuable to young people but for the world to accept and change. This connotes the importance of advertising change in industries especially for grooming and makeup.
6) What is the narrative of the Maybelline advert?
The narrative for the maybelline advert is that the two actors (Manny and Shayla) meetup in a New York hotel room to try on this new and mysterious mascara which completely changes their perspective and appearance to look more glamorous as that is their catch because the mascara is supposed to showcase power and elegance.
7) What does the article suggest the Maybelline advert's message is?
The article suggests that the maybelline message is that two protagonists "do not conform to the feminine and masculine ideals" but are still powerful and elegant in their own sexuality, ethnicity, bodies and is confident.
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?
The difference between the Score hair cream advert and maybelline would be that "Score is celebrating everything believe to be great about a patriarchal society whereas as maybelline is applauding the breakdown of hyper-masculine culture". These adverts show the vast changes that have occurred and is still occurring which gives the voices of tomorrow's audience a chance to freely explore and express themselves how they wish.
1) Narrative & genre: narrative theory and sub-genre
- This advert would be traditional as it shows the before and after affects of using the product and the impact it will have in you. This is evident from the two protagonists looking decent putting on the mascara and after when they looked eccentric this would be the narrative theory maybelline would be going for as they want people to buy the mascara.
2) Cinematography: camera shots and movement
- The cinematography for their advert would be from the extreme close up of them putting the mascara on to show the before and after effects and how it boosts up their eyelashes which makes them look more glamorous which then cuts to them blinking and walking back into the room looking amazing. The editing which cuts in-and-out with the music give the audience a boost whilst watching it.
3) Mise-en-scene: costume & props
- At the start the two protagonists Manny and Shayla coming in and meeting eachother whilst wearing something casual. Then it would cut to them opening the suitcase of mascara and after they've used it it jump cuts to them both walking out looking glamorous and wearing outfits that fit the colour scheme of the mascara which is black and gold.
4) Mise-en-scene: actors, setting, lighting and colour
- The actors they used for this advert was Shayla Mitchell and Manny Gutierrez which are two famous makeup artists which would've been reflected. The setting was a hotel room this is suggested from the worker who brought their suitcases to them. It was set in New York this is because of the background and buildings shown through the window.
5) Editing: pace, transitions and visual effects
- The editing would be mostly a fast paced edit and had only lasted one minute. This advert consists of jumps cuts which reflect the products effects if you buy it. This is because the extreme close up of the eye then the blink cut to them waking out looking stylish and with everything slowed down to capture the moment.
6) Graphics: text/graphics on screen
- The mascara maybelline was showcasing was black and gold which connotes glamour and power and these two colours are bold. The graphics of "let's get bossed up" and "Lash like a boss" was plastered at the start of the advert as it could be the slogan and what links the mascara to the theme.
7) Sound: dialogue, music and sound effects
- The dialogue between Manny and Shayla was about the mascara and the music was fast and boosted to feel with the cinematography. This would be when they had used the mascara and them walked out glamorous and the video and music slowed down to capture their essence and how the mascara makes you feel powerful.
Maybelline 'That Boss Life': wider reading
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
This campaign was a landmark for the beauty industry because it the first featured openly gay man in a mainstream advert and this was breaking the gender stereotypes that men can't wear makeup.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
The article suggests that the changing representation of sexuality and masculinity is heavily underrepresented and this advert breaks that stereotype which is a big change that is accepted by society and that adverts like this plays a major role.
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 are attracted to wider stream companies because their fanbase would buy the products they advertise to build a better connection with their favourite influencer and nowadays Instagram influencers have more power which is beneficial for companies to adopt them for their adverts.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
Maybelline chose MannyMUA and MakeUpShayla to be protagonists in their advert because they both have huge following on social media especially YouTube and Instagram as they're known for their love for makeup products which links to their brand ideal.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
The WWD article states that brands especially in the makeup industry should expand the change if they want to reach a wider platform. Wendy Lieberman stated that "The real power today is if you have somebody recognizable who is socially effective".
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 article suggest that the Score hair cream was trying to communicate to a 1967s audience was one of hetronormative standards and that this grooming product was solely "made by men and only for men" and won't affect your sexuality and masculinity. The print advert connotes the idea of "you can conquer, you will be desired" this would fit well with society's values for men and would link to their colonial history.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The article suggests that Score hair cream uses the "sexuality of the female body to cater to their male audience" this means that they use the hunter and prize narrative as way to showcase the powerful, strong man as the hunter because he is wearning a typical hunter outfit and is positioned in arrogance. Whereas, the four women are seen to look-up at him wearing the same clothing but sexualised and revealing. This would link to Mulvey's feminist theory "Male Gaze" as the Score advert reinforces the notion that the women are his prize and used to attract the male audience which is ironic because we see the women being objectified but they count on women from the advert to generate sales from their target audience.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The Score hair cream advert reinforces traditional masculinity to be seen as brave, stoic and arrogant. This means that the advert caters to the majority of men's mentality at the time and this was normal. The protagonist is the positioned as a leader and built to the right standard and this would be a man's aspiration in 1967.
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?
Applying Stuart's Hall's reception theory to Score hair cream the preferred reading would be fit the heterosexual male ideal that he can achieve everything that is presented "power, sex appeal and control, with better hair" this would feast on men's lack of confidence and would feel drawn to buy the product. The oppositional reading would be that this advert is dangerous to men's mental health and self image and would see women as nothing more that sexual objects and treated as less than.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The maybelline advert is significant as it challenges those toxic masculine ideologies as Manny is a openly gay makeup artists and Shayla is an African-American female makeup artist thses representations are valuable to young people but for the world to accept and change. This connotes the importance of advertising change in industries especially for grooming and makeup.
6) What is the narrative of the Maybelline advert?
The narrative for the maybelline advert is that the two actors (Manny and Shayla) meetup in a New York hotel room to try on this new and mysterious mascara which completely changes their perspective and appearance to look more glamorous as that is their catch because the mascara is supposed to showcase power and elegance.
7) What does the article suggest the Maybelline advert's message is?
The article suggests that the maybelline message is that two protagonists "do not conform to the feminine and masculine ideals" but are still powerful and elegant in their own sexuality, ethnicity, bodies and is confident.
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?
The difference between the Score hair cream advert and maybelline would be that "Score is celebrating everything believe to be great about a patriarchal society whereas as maybelline is applauding the breakdown of hyper-masculine culture". These adverts show the vast changes that have occurred and is still occurring which gives the voices of tomorrow's audience a chance to freely explore and express themselves how they wish.
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