Maybelline 'That Boss Life' case study
'That Boss Life' close textual analysis
Use your notes from class to write about the connotations and representations created by the following technical and audio codes. Write at least a paragraph on each:
1) Narrative & genre: narrative theory and sub-genre
There was a clear narrative seen within this advert with a straightforward equilibrium. A simple structure showing that characters as ordinary people until they use the new mascara, from then they become glamorous stars. A romantic genre is hinted at because of the way the man and women jumped on to the bed suggesting the mascara is quite seductive and sensual. However, there is also an adventure genre aspect because of the way the characters opened the suitcase like it was a treasure chest with the glowing gold lights suggesting some sort of gold which is the mascara.
2) Cinematography: camera shots and movement
A variety of shots have been used such as extreme close ups of the eye and the product which emphasises th glamorous aspect of the mascara as well as how well the product works on people's lashes. The medium/long shot shows Manny Mua and Shayla Mitchell as well as the setting which creates an adventurous sense because Maybelline suggests to the audience that they too could have this glamorous and rich lifestyle if they bought their mascara.
3) Mise-en-scene: costume & props
Manny and Shayla had quite sophisticated modern outfits before using the mascara and once they had their outfits changed to this luxurious glamorous style with gold jewellery suggesting this mascara has a life changing aspect. The Bell Boy had his uniform on because he was working but after the use of the mascara he was seen to be wearing a gold sparkling blazer which suggests that Maybelline's mascara is affordable for all people. The use of props was interesting as it suggests a similar thing to the clothing, all the props turned to sparkling gold suggesting this mascara has a 'wow-factor' and is there to make any one look fabulous. The use of lots of suitcases and luggage reinforces the idea that it is okay and desirable to have a lot of clothes.
4) Mise-en-scene: actors, setting, lighting and colour
The lighting and colour changed from neutral plain to gold and bright sparkling colours. There was also some use of gold underlighting to emphasise the product. The change from day to night suggests that the mascara has an adventurous aspect to it. Maybelline used three character of different ethnicity which reinforces the diversity created. The Bell Boy transformed from a strong male that reinforces traditional gender stereotypes to a gender fluid male who likes to wear makeup that challenges those stereotypes. Shayla is a typical digital beauty influencer who is used to attract her fan following on a wider platform. Similar to Shayla, Maybelline has used their first male ambassador Manny Gutierrez who is a Mexican-Spanish-American and is openly gay acting like a typical gay man (Medhurst theory of shorthand).
5) Editing: pace, transitions and visual effects
There was some use of jump cuts when applying the mascara to speed up the process and ensure all of the coverage is focused on the product and how well it works. A time lapse was used effectively to communicate a lot in a short amount of time when the Bell Boy came in and when Shayla and Manny were on the bed. The use of visual effects was used throughout the advert by adding sparkles everywhere on props and the mascara to emphasise their advertisement.
6) Graphics: text/graphics on screen
Maybelline ensured to have a Gold colour scheme throughout the video and make it consistent. The text was used in a Sans Serif font which is quite a modern urban font that is aimed at a younger audience. There has been a # used in order for this advert to trend on social media expanding their platforms allowing for a wider coverage. The frist person text used suggests the consumers are friendly with Manny and Shayla alluding to the idea that the audience already knows them since they are digital influencers.
7) Sound: dialogue, music and sound effects
The use of a glistering sound effect throughout the video helped emphasise the glam life associated with the mascara. The sounds very quite bold and the delivery of Manny was quite reinforcing and stereotypical of gay men. There was use of modern music which was quite upbeat and urban which was trying to create a night club lifestyle.
Maybelline 'That Boss Life': wider reading
Read the following articles on this campaign:
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
Maybelline had teamed up with beauty influencers for the first time, which was also their first ever partnership with a man as one of the stars of the campaign. They featured a gay Youtube star who became their first male model for the international cosmetic giant Maybelline.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
Make up ads were limited to women only but beauty brands are realising that make up is for men too. By featuring men in ad campaigns and on social media provides a more universal and inclusive approach to beauty. It is essential to understand that equally men have the same right to express themselves. A 2013 JWT survey of 1,000 men in the U.S. and U.K. found that 54 percent of men use skincare products like moisturiser and eye cream.
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 have a large fan following which will help attract a larger audience to campaigns. Digital influencer are seen to be more active and therefore are better than celebrities because they are more reliable and more socially active.
4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
I think that Maybelline has used them in particular because they have a large fan following on a digital platform which would help Maybelline expand their target audience. Manny and Shayla also represent diversity because of their different cultural backgrounds.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
The article states:“It tends to be a younger brand attracting younger consumers for which the power of the influencers is really strong,” They also suggests that the 'real power' is having somebody recognizable who is socially effective is what helps brands attract more consumers and sell their product.
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 trying to use female sexuality to show men they can have power too. The article states: "you can conquer, you will be desired" suggesting that males can be desired too if they use the Score hair cream.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The narrative suggests that there is a male who is dressed like a hunter with a rifle on top of a tiger skin. The hunter is held by five women looking up at him adoringly. These women are dressed in sexualised hunting outfits and Score is suggesting that by using this product they too could be stronger and desirable.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
It heavily reinforces the stereotypes of patriarchal society and the fact that the brand is all about masculine supremacy and self believe.
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 would be that as a heterosexual male anything can be achieved whether that be power, control or sex appeal with better hair. An oppositional reading could be that the mach-laden ideas presented are damaging to male self esteem and present women as passive and merely decorative.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
Manny Guitierrez is a Mexian-Spanish-American beauty vlogger while Shayla Mitchell has an African-American background which suggests that Maybelline is culturally diverse because everyone from no matter what ethnicity you are, this mascara is suitable for all.
6) What is the narrative of the Maybelline advert?
The advertisement tells the story of two YouTubers, Manny Gutierrez and Shayla Mitchell checking into a New York hotel room with stunning views of the city. They open up a gold, glittery suitcase and out tumbles the product that everyone wants, the ‘Big Shot’ mascara. By simply applying the mascara, the wearer – female or male – is instantly transported to a more sophisticated cosmopolitan life surrounded by the finer things: a Manhattan hotel room, glamorous clothes and the promise of admission to the hottest clubs in the world’s greatest city.
7) What does the article suggest the Maybelline advert's message is?
The advert is suggesting that people do not need to conform to masculine or feminine ideals and that everyone is powerful. Everyone should be happy in their own skin, confident in their bodies and their sexuality.
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?
Maybelline challenges the expectation of who wears their product and shows their support for everyone who would like to use their product. It reflects the trend of cosmetic brands adopting a more diverse approach in their advertising. Where as, the Score advert is celebrating everything believed to be great about a patriarchal society while Maybelline is applauding the breakdown of hyper masculine culture.
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