1) Narrative & genre: narrative theory and sub-genre
- The narrative of the advert is to do with how the product being advertised e.g the mascara can cause someone to become more glamorous. This advert however subverts stereotypes as the protagonist is a male instead of a female. However, stereotypes are also reinforced as the man is shown to be in the dominant position compared to the female supporting character who is inferior. Engima codes are also created in the advert when the suitcase is exposed and opened yet not shown immediately to the audience.
2) Cinematography: camera shots and movement
- Camera shots are effective within the advert as the opening features an establishing shot and reveals the location of the advert to the audience. This is contrasted by the wide shot of the room which indicates how the shoot for the advert was low budget. The rest of the advert focuses on close ups of the characters and the mascara. The close shot of the suitcase emphasises how important the mascara is to the audience along with the close up of the characters using it to also highlight the mascara as it is the selling point of the advert.
3) Mise-en-scene: costume & props
- The costume and the props are the most effective items within the advert. The costumes which include golden jackets emphasise how high quality and important the mascara is. This also attracts the audience aswell through the eye catching colours being used within the advert. Throughout the advert, there is an emphasis on the colour gold as the suitcase and the mascara are covered in gold which attracts the audience and further demonstrates the product they are selling to the audience.
4) Mise-en-scene: actors, setting, lighting and colour
- The actors featured within the advert consist of two males and one female. The fact that a male character is featured within a make up advert shows how Maybelline is subverting masculine stereotypes and paving the way for the modern view of masculinity. The setting of the room is bland and does not feature any striking colours which is done to allow the emphasis of the costumes that the actors are wearing in the advert along with the props. Lighting within the video is not significant which allows a bigger impact from the costumes and props.
5) Editing: pace, transitions and visual effects
- Throughout the advert, the pace differs and follows the pace of the music itself. This is clear at points in the music video in which slow motion is used at 0.24 which further creates rising tension for the audience who want to see whats in the golden suitcase. This allows the product being advertised to be the main focus of the advert etc.
6) Graphics: text/graphics on screen
- The use of the big slogan is a contrast from the actual mascara, as it is shown to be more unprofessional and different colours, however the product is gold and different font, which could be more appealing to audiences. Maybelline is across the screen throughout the clip, however it is very subtle, as you don't really notice when watching the advert.
7) Sound: dialogue, music and sound effects
- The use of music is matched with the face paced editing. The background music is face paced and creates an upbeat mood for the audience. Depending on the specifics of the scene, the music constantly matches the scene such as when the golden suitcase is being opened for the first time with the music becoming slower to create tension.
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 It’s 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?
- The campaign was a landmark as it was the first time a male character was used in an advert to advertise make up to audiences. This shows the diversity and acceptance of the appeal of make up men. This subverts gender stereotypes aswell as more men are used in the advert including the bell boy rather than just females being featured within the advert. Manny Gutierrez who is a digital influencer and gay man was used to allow men to feel comfortable wearing make up.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
- The articles suggest that masculinity is changing and there is less pressure on men to be a certain image or follow typical social conventions in society. The advert allows people both male and female alike to embrace their identities and feel comfortable and not have to worry what others think or feel, which shows the progress of the representation of masculinity and how men are not afraid to do adverts like these, or express what they feel without being judged as they did previously.
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 attractive to companies as technology is mainstream in the modern world and therefore using internet celebrities allows the brand more exposure as more people are using online and the internet. The exposure to wider audiences allows the brand to gain more customers and then sell more of their products etc.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
- Maybelline chose to use these two in particular because of their large fan base, and this will allow their brand to be more recognized due to two high status celebrities being used in the advert. A combined Instagram following of 5.1 million followers and a YouTube subscribership of 2.5 million allows the product to be seen by a larger amount of audiences and sell more.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
- They believe the target audience and the amount of followers celebrities have is the most crucial and important factor when selling products or gaining wider audiences. “The real power today is if you have somebody recognizable who is also socially effective, a celebrity that has credibility [on social media]. Celebrities who live in this new world can become hugely powerful.” This shows how brands believe that the popularity of a person is the most important factor.
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 message the advert tries to create is the dominance of men and the submissiveness of women. The male character within the advert is portrayed in a superior manor as he is physically above the women aswell as in importance. Women are portrayed as inferior and slaves to men and are sexualised for the male gaze.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
- The advert uses the male character as the hero and the women as the damsel in distress. The male character is held aloft along with a weapon as a phallic symbol. The man is shown to be able to protect the women and is thereforth shown as a hero.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
- The advert reinforces social stereotypes to do with men and women. Men are shown to be dominant and superior while females are shown to be inferior and submissive. Women are also shown to be sexualised as they lack clothing and are used for the male gaze. The females are directly below the male and are holding him up, which suggests that they are socially below males and are somewhat subordinate compared to men in 1960s society.
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 for the Score hair cream advert is that if you use this hair cream girls will find you attractive, and therefore you will receive more female attention, if you use this hair cream. The oppositional reading of this advert is that it is trying to show how women have to be obedient towards men.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
- The background of both of the YouTubers is important, because it helps to emphasise how much the advertising industry has changed and developed over time. The video ad touches on issues of gender
representation, ethnicity and lifestyle, which has been a major talking point in society.
6) What is the narrative of the Maybelline advert?
- The narrative of the advert demonstrates the empowerment of the prodcut. The golden suitcase being opened is a transition from the plain colours and boring environment originally being used. The use of mascara shows the transition into a luscious lifestyle for both the stars.
7) What does the article suggest the Maybelline advert's message is?
- The article suggests the adverts message is to subvert social stereotypes and allow both men and women to be equal in society. The advert reinforces how they are 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?
- The difference between the two advertisements is that ‘Score’ is celebrating everything believed to be great about a patriarchal society, while Maybelline is applauding the breakdown of hyper-masculine culture. The Score advert reflects the old, traditional values and ideologies that are currently being deconstructed by advertisements such as the Boss Life beauty campaign, which indicates how society has evolved over the years.
- The narrative of the advert is to do with how the product being advertised e.g the mascara can cause someone to become more glamorous. This advert however subverts stereotypes as the protagonist is a male instead of a female. However, stereotypes are also reinforced as the man is shown to be in the dominant position compared to the female supporting character who is inferior. Engima codes are also created in the advert when the suitcase is exposed and opened yet not shown immediately to the audience.
2) Cinematography: camera shots and movement
- Camera shots are effective within the advert as the opening features an establishing shot and reveals the location of the advert to the audience. This is contrasted by the wide shot of the room which indicates how the shoot for the advert was low budget. The rest of the advert focuses on close ups of the characters and the mascara. The close shot of the suitcase emphasises how important the mascara is to the audience along with the close up of the characters using it to also highlight the mascara as it is the selling point of the advert.
3) Mise-en-scene: costume & props
- The costume and the props are the most effective items within the advert. The costumes which include golden jackets emphasise how high quality and important the mascara is. This also attracts the audience aswell through the eye catching colours being used within the advert. Throughout the advert, there is an emphasis on the colour gold as the suitcase and the mascara are covered in gold which attracts the audience and further demonstrates the product they are selling to the audience.
4) Mise-en-scene: actors, setting, lighting and colour
- The actors featured within the advert consist of two males and one female. The fact that a male character is featured within a make up advert shows how Maybelline is subverting masculine stereotypes and paving the way for the modern view of masculinity. The setting of the room is bland and does not feature any striking colours which is done to allow the emphasis of the costumes that the actors are wearing in the advert along with the props. Lighting within the video is not significant which allows a bigger impact from the costumes and props.
5) Editing: pace, transitions and visual effects
- Throughout the advert, the pace differs and follows the pace of the music itself. This is clear at points in the music video in which slow motion is used at 0.24 which further creates rising tension for the audience who want to see whats in the golden suitcase. This allows the product being advertised to be the main focus of the advert etc.
6) Graphics: text/graphics on screen
- The use of the big slogan is a contrast from the actual mascara, as it is shown to be more unprofessional and different colours, however the product is gold and different font, which could be more appealing to audiences. Maybelline is across the screen throughout the clip, however it is very subtle, as you don't really notice when watching the advert.
7) Sound: dialogue, music and sound effects
- The use of music is matched with the face paced editing. The background music is face paced and creates an upbeat mood for the audience. Depending on the specifics of the scene, the music constantly matches the scene such as when the golden suitcase is being opened for the first time with the music becoming slower to create tension.
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 It’s 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?
- The campaign was a landmark as it was the first time a male character was used in an advert to advertise make up to audiences. This shows the diversity and acceptance of the appeal of make up men. This subverts gender stereotypes aswell as more men are used in the advert including the bell boy rather than just females being featured within the advert. Manny Gutierrez who is a digital influencer and gay man was used to allow men to feel comfortable wearing make up.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
- The articles suggest that masculinity is changing and there is less pressure on men to be a certain image or follow typical social conventions in society. The advert allows people both male and female alike to embrace their identities and feel comfortable and not have to worry what others think or feel, which shows the progress of the representation of masculinity and how men are not afraid to do adverts like these, or express what they feel without being judged as they did previously.
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 attractive to companies as technology is mainstream in the modern world and therefore using internet celebrities allows the brand more exposure as more people are using online and the internet. The exposure to wider audiences allows the brand to gain more customers and then sell more of their products etc.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
- Maybelline chose to use these two in particular because of their large fan base, and this will allow their brand to be more recognized due to two high status celebrities being used in the advert. A combined Instagram following of 5.1 million followers and a YouTube subscribership of 2.5 million allows the product to be seen by a larger amount of audiences and sell more.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
- They believe the target audience and the amount of followers celebrities have is the most crucial and important factor when selling products or gaining wider audiences. “The real power today is if you have somebody recognizable who is also socially effective, a celebrity that has credibility [on social media]. Celebrities who live in this new world can become hugely powerful.” This shows how brands believe that the popularity of a person is the most important factor.
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 message the advert tries to create is the dominance of men and the submissiveness of women. The male character within the advert is portrayed in a superior manor as he is physically above the women aswell as in importance. Women are portrayed as inferior and slaves to men and are sexualised for the male gaze.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
- The advert uses the male character as the hero and the women as the damsel in distress. The male character is held aloft along with a weapon as a phallic symbol. The man is shown to be able to protect the women and is thereforth shown as a hero.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
- The advert reinforces social stereotypes to do with men and women. Men are shown to be dominant and superior while females are shown to be inferior and submissive. Women are also shown to be sexualised as they lack clothing and are used for the male gaze. The females are directly below the male and are holding him up, which suggests that they are socially below males and are somewhat subordinate compared to men in 1960s society.
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 for the Score hair cream advert is that if you use this hair cream girls will find you attractive, and therefore you will receive more female attention, if you use this hair cream. The oppositional reading of this advert is that it is trying to show how women have to be obedient towards men.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
- The background of both of the YouTubers is important, because it helps to emphasise how much the advertising industry has changed and developed over time. The video ad touches on issues of gender
representation, ethnicity and lifestyle, which has been a major talking point in society.
6) What is the narrative of the Maybelline advert?
- The narrative of the advert demonstrates the empowerment of the prodcut. The golden suitcase being opened is a transition from the plain colours and boring environment originally being used. The use of mascara shows the transition into a luscious lifestyle for both the stars.
7) What does the article suggest the Maybelline advert's message is?
- The article suggests the adverts message is to subvert social stereotypes and allow both men and women to be equal in society. The advert reinforces how they are 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?
- The difference between the two advertisements is that ‘Score’ is celebrating everything believed to be great about a patriarchal society, while Maybelline is applauding the breakdown of hyper-masculine culture. The Score advert reflects the old, traditional values and ideologies that are currently being deconstructed by advertisements such as the Boss Life beauty campaign, which indicates how society has evolved over the years.
