Maybelline mascara advert
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 Gutierrez and Shayla Mitchell means 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
2) Cinematography: camera shots and movement
Extreme Close Up of the eye as they are putting on the make up- convention of cosmetics adverts. Audiences of these influencers are used to these types of shots.Twisted crane shot used to display glamour and their lifestyle, also gives a slow reveal of the room to make us feel impressed by the costumes, whilst they are impressed by the room.
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. the costumes go from plain colours to gold and sparkling to show that their normal clothing is not a good as the golden clothing will be if they get this mascara.
4) Mise-en-scene: actors, setting, lighting and colour
Gold everywhere. Makes the scene look valuable. Natural light at the beginning - minimal lighting used at the nighttime scenes to represent the glamour of New York at nighttime because of the city lights. Gold shines on them as they open the case.the actors make it look like it is the best way to live and getting this mascara has changed their worlds because they have it.
5) Editing: pace, transitions and visual effects
Quick paced editing shows that if they put it on it will instantly be a rich and famous person like the actors in the advert. CGI sparkles shows that their will be a sparkle in your eye once you have put it on and you will feel more beautiful then you were before.
6) Graphics: text/graphics on screen
6) Graphics: text/graphics on screen
Glamorising their lives- uses "Maybelline Presents" as if it were a film. Hashtag in bottom left, unconventional and shows that the younger generation watching it will want to use it in their photos when using the product. Gold font further glamorises the product and their lifestyle, making it look more appealing.
7) Sound: dialogue, music and sound effects
Backing track reflects the product. Sound effect on the chest suggests it' a prize. Sparkle sound effects suggest glamour and luxury. Music is upbeat and fast paced, mimicking a nightclub- as if you were a boss, which is the idea of this campaign. the music also shows what they think is the music the younger generation listen to so it will be more appealing to them.
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
Ad week: 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?
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.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
It is suggesitng that we are taking step in the right direction as to the repreentation of make-up and that i 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.
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 izable 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 embassador as that determines your influence. Also if they are well known in general, so overall the concensus is that if you are known, you have goo dchance of being one of these brand embassadors.
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?
1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
It could be trying to communicate that not only does using this priduct make you 2100% straight, but it will also get you the gurls that are diplayed in the advert.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
This advert uses narrative through the mise on scene of the man as he looks to be celebrated for killing what we can assume is some sort of cat animal as that is what his carriage is draped in. This could have been done to present thi idea of bravery and boldness, which is commonly linked with being masculine.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
Some of the stereotypes from 1967 which are presented in this advert include:
- Women being clumsy, as portrayed by the state of their clothes as they are all torn up
- Men being heros and being brave- he has the gun etc,
- Heavy sexualisation of either gender, minimal clothing of the females, also it can be said that his rifle is a phallic object.
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: It is a hair cream advert for men, designed by men
Oppositional: It is a partially sexist advert- suggesting that only men can use the proudct- also objectifying women, also there is hyper-masculinity evidence 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 backgrounds of each of these people is evident as Manny is openly gay, meaning that the idea of maculinity is arguably reverted, going against what the designers of the Score hair cream advert's values of being a male.
6) What is the narrative of the Maybelline advert?
The narrative of this advert i that the pair of beauty influencer are in New York and are trying to get "Bossed Up," by using the Maybeine mascara. The narrative is that after using thi product they go from normal people to bosses who are very important, as the advert is trying to suggest through the heavy use of gold and such.
7) What does the article suggest the Maybelline advert's message is?
That if you use thi product, you will become bosses and that gender does't matter, as Maybelie go against the status quo by using a male a the star of the campaign, which had not been done before. They are trying to communicate the message that makeup is for both genders and such. Doing this was a bold move by the brand to try break down gender barrier.
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 advert suggest regarding the changes in society and media between 1967 and 2017?
The score hair cream advert suggests that maculinity is being urrounded by beautiful female, killing a wild animal in the name of bravery and impressing women, wherea, Maybelline suggest that masculinity is being comfortable with your gender and exulity, enough to go against the statis quo and perform your gender role how you feel appropriate.
The score hair cream advert suggests that maculinity is being urrounded by beautiful female, killing a wild animal in the name of bravery and impressing women, wherea, Maybelline suggest that masculinity is being comfortable with your gender and exulity, enough to go against the statis quo and perform your gender role how you feel appropriate.
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