Advertising: Maybelline case study and wider reading
Advertising: Maybelline case study and wider reading
Our second Advertising and Marketing CSP is the 2017 Maybelline 'That Boss Life Pt 1' mascara video advert.
This gives us an opportunity to explore the idea of gender fluidityin society and the media - plus compare the changing representation of masculinity in advertising. Notes from the lesson are here:
Gender fluidity
Gender fluidity is when gender expression shifts between masculine and feminine. Indeed, gender identity has become a major media and social issue in the last 10 years.
Young (and some older) people are increasingly identifying as gender fluid – and some have credited the internet for this change. They suggest that millennials grew up with the internet so can easily find information on topics like gender expression.
You can read more on this view and gender fluidity in this CNN article here.
This gives us an opportunity to explore the idea of gender fluidityin society and the media - plus compare the changing representation of masculinity in advertising. Notes from the lesson are here:
Gender fluidity
Gender fluidity is when gender expression shifts between masculine and feminine. Indeed, gender identity has become a major media and social issue in the last 10 years.
Young (and some older) people are increasingly identifying as gender fluid – and some have credited the internet for this change. They suggest that millennials grew up with the internet so can easily find information on topics like gender expression.
You can read more on this view and gender fluidity in this CNN article here.
Maybelline 'That Boss Life Pt 1'
The Maybelline ‘That Boss Life’ advert is part of a digital campaign for their ‘Big Shot Mascara’ product.
The campaign is significant as it is the first time Maybelline has used a male brand ambassador and digital influencers. The use of YouTube stars Manny Gutierrezand Shayla Mitchellmeans the brand can reach their combined 5.1 million Instagram followers and 2.5 million YouTube subscribers.
In addition, Gutierrez (‘MannyMua’) is Mexican-Spanish-American and openly gay, offering a very different representation of masculinity and sexuality to the 1967 Score hair cream advert.
Blog task: Maybelline 'That Boss Life' case study and wider reading
Work through the following tasks to make sure you're an expert on the Maybelline CSP and particularly the wider social and cultural context.
'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:
- Proppian Heroes: and the rescue roll within the advert which is when Manny Mua and Shayla Mitchell make the character in the cab appear more glamorous.
- She takes on the princess roll and gets this makeover which is traditionally presented in adverts.
- The bell guy who comes in with the suitcase takes the donor role as he delivers the mascara.
- The product also gives inter textual reference to money.
2) Cinematography: camera shots and movement:
- The product gives a fetishisation of the product as there is extreme close ups that convey this.
- The movement of the shots are faced paced at first when the product is being applied showing that it is easy to use.
- There are tracking shots also used which signify what is going to happen and adds to the pace of the shots and the audience are able to have a brand recognition with these shots as the colour is presented the most.
3) Mise-en-scene: Costume and Propps:
- Establishing shots establishes the New York skyline offering the audience with certain iconographies.
- The mascara which appears to be like blocks of control comes in a shiny new suitcase.
- This makes the product seem desirable and their costume has a lot of colour which also bits of gold an this links in with royalty and making the product seem Prestigious.
4) Mise en scene:actors, setting, lighting and colour:
- In the advert a gay male is presented as portraying this product which is different as audiences would not expect this.
- Gold is used to attract the audiences as well and makes it appear more luxurious with the lighting.
- There is a treasury aspect from the suitcase which also makes the colour shine and appear more rich.
- It can also be argues that the colours that are used are gender neutral.
- Slow paced editing is used to make the product seem more attractive.
- fast paced editing making it seem easy to use
- Its Thrown into the air referencing the mascara to money.
6) Graphics: text/Graphics on screen:
- repetition of the graphics reflects synergy within the advert and promotes the product through social media.
- 'boss life' is presented repeatedly which appeals to a young adults.
- The slogan is repeatedly kept on the screen to reference the product making it appear more desirable.
7)Sound dialogue,music and sound effects:
- the dialogue 'lash like a boss' is quite catchy for this product making it seem appealing.
- music is very current to the audience makes the product seem much more luxurious and emphasised through sparkling noises.
Maybelline 'That Boss Life': wider reading
Read the following articles on this campaign:
Glamour: Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and Its a Huge Deal
Your Story: Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand
Adweek: Maybelline Recruits Manny Gutierrez as Its First Male Beauty Star
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
- This product was a landmark in beauty product advertising because this advert breaks the norms and values within society and goes with another concept of the societal concept. this advert features Manny Mua who conveys a new construct of masculinity which appeals to audiences because it goes beyond audiences expectations as make up is usually associated with females.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
- The articles suggest that now make up can be associated with any gender male or female and sexuality is presented as a positive thing as it gives a universal approach to beauty by hinting t
hat make up is not only for girls. This means that now representations of gender are changing to a
significant extent as there is more fluidity of gender.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
- Digital Influence's are attractive to companies because it helps celebrity endorsement and continues to convey the power of beauty. This helps to purchase the product and make loyal fans as a result and the product is being marketed through twitter and Instagram to consumers and this will make the product appear more desirable.
4) Why do you think Maybelline chose to use MannyMuaand MakeUpShaylain particular?
- I think that this advert chose Shayla Mitchell and Manny Mua due to celebrity endorsement and make the product more pleasing and tempting as they have many fans that follow them. The fact that these two are well known in the media it will be a advantage in the media as the product will be seen more in the media.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
- The crucial factor for brands is that even when using any celebrities within adverts it is important that they have a good amount of social media following as if they are not recognisable then this wont be socially effective as a result.
Media Magazine: The Changing Face of Masculinity
Now go to our Media Magazine archiveand 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 suggests that the score hair cream advert uses female sexuality to convey men can have power through this as it alludes to a fantasy that claims you can conquer and as a result will be desired. This reinforces stereotypes about a patriarchal society as the product is only for men and also smells 'manly' and women are only present to fetishise it.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The article suggests that the score hair cream advert uses narrative by claiming a type of fantasy that was given to advertisers saying that they can achieve anything just with better hair giving a sense of diversion to the audiences as the gratification theory states and gives a sense of escapism.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The score hair cream advert reinforces stereotypes of the masculine identity because it is conveyed as dominant and to do with leadership by using women as subordinate and looking up the the male figure. This means that by highlighting the fact that it is made by men and only is convenient for men alludes to the advert saying that it wont feminise anyone reinforcing these stereotypical aspects of gender.
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 Halls reception theory to the score hair cream advert it suggests that the preferred reading is that the male being represented in a superior way makes audiences percieve the image because it makes it alludes to this fantasy that the male figure can achieve anything with sex appealand good hair.
This advert could also be given a oppositional reading as some consumers may believe that this advert could present is that the women could signified as being decorative and appealing but this may damage self esteem of males as guys become more conscious in achieving this good look just so they also live this fantasy in reality. This is because of macho laden ideals being presented within this advert.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The background in the maybelline advert is significant because it provides iconographies of the New York skyline which adds to the mise en scene makig the product appear more desireable and hints to the audience that this is a well known American company.
6) What is the narrative of the Maybelline advert?
The narrative of the maybelline advert is that Manny 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. This creates suspense for audiences as they wonder what will happen next and what kind of wonders this mascara actually does.
7) What does the article suggest the Maybelline advert's message is?
The advert suggests that maybelline message is that anyone can 'lash like a boss' no matter what gender they which means that there is a message that there is no need to conform to masculine or feminine ideals as these two characters are portrayed as very powerful.
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?
Read the following articles on this campaign:
Glamour: Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and Its a Huge Deal
Your Story: Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand
Adweek: Maybelline Recruits Manny Gutierrez as Its First Male Beauty Star
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
- This product was a landmark in beauty product advertising because this advert breaks the norms and values within society and goes with another concept of the societal concept. this advert features Manny Mua who conveys a new construct of masculinity which appeals to audiences because it goes beyond audiences expectations as make up is usually associated with females.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
- The articles suggest that now make up can be associated with any gender male or female and sexuality is presented as a positive thing as it gives a universal approach to beauty by hinting t
hat make up is not only for girls. This means that now representations of gender are changing to a
significant extent as there is more fluidity of gender.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
- Digital Influence's are attractive to companies because it helps celebrity endorsement and continues to convey the power of beauty. This helps to purchase the product and make loyal fans as a result and the product is being marketed through twitter and Instagram to consumers and this will make the product appear more desirable.
4) Why do you think Maybelline chose to use MannyMuaand MakeUpShaylain particular?
- I think that this advert chose Shayla Mitchell and Manny Mua due to celebrity endorsement and make the product more pleasing and tempting as they have many fans that follow them. The fact that these two are well known in the media it will be a advantage in the media as the product will be seen more in the media.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
- The crucial factor for brands is that even when using any celebrities within adverts it is important that they have a good amount of social media following as if they are not recognisable then this wont be socially effective as a result.
Media Magazine: The Changing Face of Masculinity
Now go to our Media Magazine archiveand 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 suggests that the score hair cream advert uses female sexuality to convey men can have power through this as it alludes to a fantasy that claims you can conquer and as a result will be desired. This reinforces stereotypes about a patriarchal society as the product is only for men and also smells 'manly' and women are only present to fetishise it.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The article suggests that the score hair cream advert uses narrative by claiming a type of fantasy that was given to advertisers saying that they can achieve anything just with better hair giving a sense of diversion to the audiences as the gratification theory states and gives a sense of escapism.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The score hair cream advert reinforces stereotypes of the masculine identity because it is conveyed as dominant and to do with leadership by using women as subordinate and looking up the the male figure. This means that by highlighting the fact that it is made by men and only is convenient for men alludes to the advert saying that it wont feminise anyone reinforcing these stereotypical aspects of gender.
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 Halls reception theory to the score hair cream advert it suggests that the preferred reading is that the male being represented in a superior way makes audiences percieve the image because it makes it alludes to this fantasy that the male figure can achieve anything with sex appealand good hair.
This advert could also be given a oppositional reading as some consumers may believe that this advert could present is that the women could signified as being decorative and appealing but this may damage self esteem of males as guys become more conscious in achieving this good look just so they also live this fantasy in reality. This is because of macho laden ideals being presented within this advert.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The background in the maybelline advert is significant because it provides iconographies of the New York skyline which adds to the mise en scene makig the product appear more desireable and hints to the audience that this is a well known American company.
6) What is the narrative of the Maybelline advert?
The narrative of the maybelline advert is that Manny 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. This creates suspense for audiences as they wonder what will happen next and what kind of wonders this mascara actually does.
7) What does the article suggest the Maybelline advert's message is?
The advert suggests that maybelline message is that anyone can 'lash like a boss' no matter what gender they which means that there is a message that there is no need to conform to masculine or feminine ideals as these two characters are portrayed as very powerful.
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 two adverts portray many different aspects of masculinity as the score hair cream advert provides more a traditional one but the maybelline provides more of a modern image of masculinity highlighting the idea that now masculinity is constructed in different ways.The maybeine advert supports the fact that there is more gender fluidity and the ideology of gender is begining to change and take a new perspective. This means that the Maybelline make up advert goes against the social norms and values in society and creates a new form of masculinity to impower other individuals.
Manny Mua presents these ideas of masculinity to challenge the stereotype and challenge what people think and after the comments he recieved were very gender biased and people questioned his upbringing as they believed that it wasn’t done properly by a male figure which questions the way people are so stereotypical of such behaviours that they begin to be associated with specific roles all the time.
The score hair cream advert creates a traditional image of masculinity and what it should be like and this reinforces patriachal values within the advert as women are seen to be passive and thre are subliminal messages like using female sexuality to impower men which depicts the fact that males will remain superior.
Manny Mua presents these ideas of masculinity to challenge the stereotype and challenge what people think and after the comments he recieved were very gender biased and people questioned his upbringing as they believed that it wasn’t done properly by a male figure which questions the way people are so stereotypical of such behaviours that they begin to be associated with specific roles all the time.
The score hair cream advert creates a traditional image of masculinity and what it should be like and this reinforces patriachal values within the advert as women are seen to be passive and thre are subliminal messages like using female sexuality to impower men which depicts the fact that males will remain superior.
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