Maybelline case study
'That Boss Life' close textual analysis
1) Narrative & genre: narrative theory and sub-genre
Genre of Romance: When both characters jump on the bed, instead of each other providing pleasure, it is the make-up/product that is doing this.
Adventure/Fantasy as they are transported to a new place it seems to be when they put on the mascara.
propp's heros - The youtube stars are out heros and the women in the cab is the "princess" or the "damsel in distress"
Action codes are that they know that they are going to apply the product to their lashes, where they have a shot of the lashes.
The enigma codes are that we don't know exactly what is in the case when it is glowing on their face.
2) Cinematography: camera shots and movement
Extreme Close Up of the eye as they are putting on the make up- convention of cosmetics adverts.
There are repeated shots of the product which creates brand recognition.
Tracking shots are used to focus on the product and our main character.
3) Mise-en-scene: costume & props
Gold signifies value of the product
Gold of the mascara used to represent actual gold, further signifies money, value and worth.
It suggests that the product will provide them with an exclusive experience if they use it as they get into the nightclub by flashing the product which they wouldn't have without it.
4) Mise-en-scene: actors, setting, lighting and colour
A lot of Gold everywhere
Makes the scene look like everything is expensive and has value
Natural light at the beginning and there is a lack of lighting used at the scenes during the night to represent the glamour of New York at nighttime because of the city lights
Gold shines on them as they open the case
The people are already famous so some audiences may know them.
It will appeal to majority of the people who are looking to use the product which are women and could be some homosexual men.
5) Editing: pace, transitions and visual effects
Quick paced editing
CGI used for sprakles
There is slow motion used when they throw the suitcase filled with the product in the air and jump onto it.
There is intercultural references as we usually see money in briefcases being thrown in movies so we feel as if the product has high value as we know money to be high value to people.
6) Graphics: text/graphics on screen
Use pf slogans, e.g. "that boss life", "lets get bossed up", "lash like a boss"
Hashtag in bottom left, unconventional
Gold font,further glamorises the product and their lifetyle, making it look more appealing.
7) Sound: dialogue, music and sound effects
Upbeat music playing when the product is revealed
Sparkle sound effects suggest glamour and luxury
Music is upbeat and fast paced, almost like a party which is where people go to have a good time.
Maybelline 'That Boss Life': wider reading
1) Why was this campaign such a landmark for beauty product advertising?
This is due to the fact that the cosmetics brand have teamed up with influencers of similar product, as well as the fact that the main star of their campaign is a male. They often promote products on their media tools and often recommend products to people, limiting them to only their product will cause their fans to use their products.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
It is suggesting that we are taking step in the right direction as to the representation of make-up and that it is made for everyone. This obviously meaning that these cosmetic products are for both genders, instead of what people had normally thought it put to be as just for girls. This therefore means that their audience will widen and it will mean that more of their product will be purchased.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
This i because of their very large followings and the influences they have over said people. This would obviously allow these influencers to sway the opinion of their audiences through promotion and sponsored adverts which can deliberately paint the product in a brighter light.
4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
Again, these influencers may have been chosen due to their following, as well as the fact that these people are the leader in term of what they are doing wth their audience, in terms of interactivity, and the influence that they have over them.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
Their social media followings, which play a huge part of what makes a good brand ambassador as that determines your influence. Also if they are well known in general, so overall the theory is that if you are known, you have good chance of being one of these brand ambassadors.
Media Magazine: The Changing Face of Masculinity-MM63 (page 15)
1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
The message which they are attempting to communicate is that females are to be sexually desired and men are to be worshipped and put in a position above women.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The article says that the advertisement suggests that the products will make you a leader and suggests that you will be like the king of the jungle, a lot men wish to seem attractive to females and the product suggests that with the product you will be. The advert suggests that you will have product inadequacy.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
Men being heros and being brave- he has the gun and being carried. We often see that the hero is being carried. It also reinforces the stereotype that women are there for a mans sexual pleasure and that males are above females in society as we see them carrying him above their heads.
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 - It is a hair cream advert for men, designed by men and there are products which attract the people, for example a product which smells nice may bring attention to you and thats all it is showing.
Oppositional - It is a partially sexist advert- suggesting that only men can use the product- also objectifying women, also there is hyper masculinity evident as it is suggesting that use of the product will make you straight.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The background of these two on the advert is significant as they are known faces with a combined following of 5 million and even more people would probably recognise them and it is the thing which they are exploiting from the audience and their fans and is exactly the reason which they hired these two.
6) What is the narrative of the Maybelline advert?
Genre of Romance: When both characters jump on the bed, instead of each other providing pleasure, it is the make-up/product that is doing this.
Adventure/Fantasy as they are transported to a new place it seems to be when they put on the mascara.
propp's heros - The youtube stars are out heros and the women in the cab is the "princess" or the "damsel in distress"
Action codes are that they know that they are going to apply the product to their lashes, where they have a shot of the lashes.
The enigma codes are that we don't know exactly what is in the case when it is glowing on their face.
7) What does the article suggest the Maybelline advert's message is?
As a brand, Maybelline's the narrative expectation of who wears their product, and is showing their support for everyone and anyone who wants to reach for their mascara. It shows that whoever would want to use the product can and should be able to so so with confidence and this allows them to reach a wider audience for 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?
'men don't have to be tough and strong', this is the change which they are trying to show and are trying to say that people do not have to follow the stereotypes and things which people want you to be and think you should be like in an attempt to make change.
1) Narrative & genre: narrative theory and sub-genre
Genre of Romance: When both characters jump on the bed, instead of each other providing pleasure, it is the make-up/product that is doing this.
Adventure/Fantasy as they are transported to a new place it seems to be when they put on the mascara.
propp's heros - The youtube stars are out heros and the women in the cab is the "princess" or the "damsel in distress"
Action codes are that they know that they are going to apply the product to their lashes, where they have a shot of the lashes.
The enigma codes are that we don't know exactly what is in the case when it is glowing on their face.
2) Cinematography: camera shots and movement
Extreme Close Up of the eye as they are putting on the make up- convention of cosmetics adverts.
There are repeated shots of the product which creates brand recognition.
Tracking shots are used to focus on the product and our main character.
3) Mise-en-scene: costume & props
Gold signifies value of the product
Gold of the mascara used to represent actual gold, further signifies money, value and worth.
It suggests that the product will provide them with an exclusive experience if they use it as they get into the nightclub by flashing the product which they wouldn't have without it.
4) Mise-en-scene: actors, setting, lighting and colour
A lot of Gold everywhere
Makes the scene look like everything is expensive and has value
Natural light at the beginning and there is a lack of lighting used at the scenes during the night to represent the glamour of New York at nighttime because of the city lights
Gold shines on them as they open the case
The people are already famous so some audiences may know them.
It will appeal to majority of the people who are looking to use the product which are women and could be some homosexual men.
5) Editing: pace, transitions and visual effects
Quick paced editing
CGI used for sprakles
There is slow motion used when they throw the suitcase filled with the product in the air and jump onto it.
There is intercultural references as we usually see money in briefcases being thrown in movies so we feel as if the product has high value as we know money to be high value to people.
6) Graphics: text/graphics on screen
Use pf slogans, e.g. "that boss life", "lets get bossed up", "lash like a boss"
Hashtag in bottom left, unconventional
Gold font,further glamorises the product and their lifetyle, making it look more appealing.
7) Sound: dialogue, music and sound effects
Upbeat music playing when the product is revealed
Sparkle sound effects suggest glamour and luxury
Music is upbeat and fast paced, almost like a party which is where people go to have a good time.
Maybelline 'That Boss Life': wider reading
1) Why was this campaign such a landmark for beauty product advertising?
This is due to the fact that the cosmetics brand have teamed up with influencers of similar product, as well as the fact that the main star of their campaign is a male. They often promote products on their media tools and often recommend products to people, limiting them to only their product will cause their fans to use their products.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
It is suggesting that we are taking step in the right direction as to the representation of make-up and that it is made for everyone. This obviously meaning that these cosmetic products are for both genders, instead of what people had normally thought it put to be as just for girls. This therefore means that their audience will widen and it will mean that more of their product will be purchased.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
This i because of their very large followings and the influences they have over said people. This would obviously allow these influencers to sway the opinion of their audiences through promotion and sponsored adverts which can deliberately paint the product in a brighter light.
4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
Again, these influencers may have been chosen due to their following, as well as the fact that these people are the leader in term of what they are doing wth their audience, in terms of interactivity, and the influence that they have over them.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
Their social media followings, which play a huge part of what makes a good brand ambassador as that determines your influence. Also if they are well known in general, so overall the theory is that if you are known, you have good chance of being one of these brand ambassadors.
Media Magazine: The Changing Face of Masculinity-MM63 (page 15)
1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
The message which they are attempting to communicate is that females are to be sexually desired and men are to be worshipped and put in a position above women.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The article says that the advertisement suggests that the products will make you a leader and suggests that you will be like the king of the jungle, a lot men wish to seem attractive to females and the product suggests that with the product you will be. The advert suggests that you will have product inadequacy.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
Men being heros and being brave- he has the gun and being carried. We often see that the hero is being carried. It also reinforces the stereotype that women are there for a mans sexual pleasure and that males are above females in society as we see them carrying him above their heads.
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 - It is a hair cream advert for men, designed by men and there are products which attract the people, for example a product which smells nice may bring attention to you and thats all it is showing.
Oppositional - It is a partially sexist advert- suggesting that only men can use the product- also objectifying women, also there is hyper masculinity evident as it is suggesting that use of the product will make you straight.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The background of these two on the advert is significant as they are known faces with a combined following of 5 million and even more people would probably recognise them and it is the thing which they are exploiting from the audience and their fans and is exactly the reason which they hired these two.
6) What is the narrative of the Maybelline advert?
Genre of Romance: When both characters jump on the bed, instead of each other providing pleasure, it is the make-up/product that is doing this.
Adventure/Fantasy as they are transported to a new place it seems to be when they put on the mascara.
propp's heros - The youtube stars are out heros and the women in the cab is the "princess" or the "damsel in distress"
Action codes are that they know that they are going to apply the product to their lashes, where they have a shot of the lashes.
The enigma codes are that we don't know exactly what is in the case when it is glowing on their face.
7) What does the article suggest the Maybelline advert's message is?
As a brand, Maybelline's the narrative expectation of who wears their product, and is showing their support for everyone and anyone who wants to reach for their mascara. It shows that whoever would want to use the product can and should be able to so so with confidence and this allows them to reach a wider audience for 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?
'men don't have to be tough and strong', this is the change which they are trying to show and are trying to say that people do not have to follow the stereotypes and things which people want you to be and think you should be like in an attempt to make change.
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