Blog task: Maybelline 'That Boss Life' case study and wider reading
'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
The narrative in this advert is that by using the Maybelline mascara you will instantly become somewhat of a celebrity living the ideal life that many people wish to, wearing expensive outfits and going on expensive holidays. An enigma scene in this advert is the golden briefcase as at the start the camera constantly focuses on it making it the main thing the viewer is looking at, forcing us to wonder what is actually in it until the camera finally pans into it and it is a bunch of golden mascaras.
2) Cinematography: camera shots and movement
There are various camera shots used in this advert, one of which is a close up. This shot type is used to exaggerate the product being promoted as much as possible in order to gain the attention of the viewers which will lead to them becoming invested in it as it is constantly up in their face. The close ups also emphasise the importance of the product, as well as close ups on the two actors eyes when they're using the mascara in order to show the effectiveness of the product to make people more willing to spend their money on it.
3) Mise-en-scene: costume & props
The costumes used in this advert are very glittery and golden which is very eye-catching and presented as living the ideal life. In terms of props the whole advert is pretty much on the tube of mascara and how it will completely change your life for the better, making you rich, confident and popular. The constant use of the colour Gold is very effective because of the fact that it is such an eye catching colour to people.
4) Mise-en-scene: actors, setting, lighting and colour
By having a gay male as one of the actors is very effective and makes Maybelline look like a really good company for promoting homosexuality, showing you should be yourself and not let your insecurities stop you from reaching your goals. By doing this Maybelline are also subverting traditional gender stereotypes as back in the old days you wouldn't see any homosexuality promoted in the media as men were to always be masculine. There is very bright lighting throughout the advert as it is trying to show a lavish lifestyle, therefore there can't be any dull moments.
5) Editing: pace, transitions and visual effects
At the start of the advert the pacing is very fast as what we want to see is how the mascara will transform their lives therefore how they look before isn't very essential. However when they finally get to the mascara aspect there is a slo mow scene making us concentrate on what is about to happen and take in all the information Maybelline is giving us about what the mascara will do. The transitions are just very fast cuts as this is just a small advert used to promote their product but in an effective way, making sure they make their point clear in the easiest way possible.
6) Graphics: text/graphics on screen
At the end of the advert there is use of a slogan in golden letters saying, Big Shot Like A Boss' used to influence more people into buying their product by hyping it up as much as possible, even at the very end so it will stick in their mind throughout the entire time they are watching and even after it's done. Maybelline is also seen at the bottom left of the frame throughout the whole advert, done to promote themselves to people as they watch it.
7) Sound: dialogue, music and sound effects
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 for beauty product advertising as it included Manny Guitierezz, this being very significant as he is the first openly homosexual male beauty social influencer which subverts the gender stereotype of beauty products only to be seen as a female topic. But now it has been shown that men don't have to be masculine and can instead be more open about themselves instead of closing up about their true selves.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
The articles suggest masculinity is evolving and that there the pressure of men to act a certain way is decreasing, showing how society is becoming very progressive. It also explores how people are taking in the idea of gender fluidity and other interpretations of hyper-masculinity.
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 so attractive these days because of how they gain such a massive following of people who agree with their opinions and will always support them because they may have been the reason they opened up about something they're insecure about. For example Manny and Shayla share a combined instagram following of over 5.1 million followers and over 2.5 million subscribers over on Youtube and so the fact that they have such a massive following on two different platforms places them very high in society.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
I believe Maybelline chose the because of their massive following which would inevitabdly lead to Maybelline gaining a larger fanbase and becoming insanely more popular, which is crucial for any brand.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
They suggest the crucial factor is the target audience and the following of the people they use in their advertisements as if they have a wide fan-base then it would be easier for said brand to reach out to their following which may be young consumers. Liebmann states, 'it tends to be a younger brand attracting younger consumers for which the power of influencers is really strong. Liebmann also states how celebrities will gain more success if they have a social media following, stating 'the real power today is if you have somebody recognisable who is also socially effective.
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 Score advert is using female sexuality to show men they can have power: you can conquer, you will be desired.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The Score ad uses a large image of a grinning man dressed like a hunter with a rifle nestled in the crook of his arm. He is also held aloft on a tiger skin platform by five women dressed in sexualised hunting costumes. Four women are looking up at him adoringly while the fifth looks directly at the consumer.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
I believe it reinforces the stereotype that men are more supeiror in comparison to women and that they should be praised and glorified as women were said to not be able to live without having a man in their life, reinforcing gender roles. The advert also reinforces the idea of women being sexualised objects as in this they are shown to be wearing objectifying clothing.
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 this advert is that once you use this hair cream you will become irresistible to all women as they find you extremely attractive and therefore making you gain a huge heap of confidence. The oppositional reading would be that the ad is showing how women must be obedient to men, as the women are shown carrying the man around.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
It is significant as it shows two people who don't conform to masculine and feminine ideals but still manage to show their power through who they really are, and not caring about what others opinions may be.
6) What is the narrative of the Maybelline advert?
The advert tells the narrative of two famous YouTubers, Manny Gutierrez and Shayla Mitchell checking into a hotel room in New York with an extraordinary view. They then go onto opening a golden glitter covered suitcase which when they open up, is full of tons of golden mascara tubes which everyone glorifies. When the two apply the mascara they are transported to a more lavish/ideal lifestyle.
7) What does the article suggest the Maybelline advert's message is?
The advert, unlike its 1960s counterpart, makes use of an aspirational image showing two friends who don't conform to masculine and feminine ideals but are nonetheless powerful as they are happy in ther own skin, confident in their bodies and 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 is challenging the expectation of who wears their product, and is showing their support for everyone and anyone who wants to reach for their mascara. Gutierrez himself states that 'men do not have to be tough and strong' as they can be in charge of their lives without having to resort to carrying a gun or falling victim to the usual masculine stereotypes. The most striking difference between the adverts is that the Score is celebrating everything believed to be great about a a patriarchal society while Maybelline is applauding the breakdown of hyper-masculine culture.
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
The narrative in this advert is that by using the Maybelline mascara you will instantly become somewhat of a celebrity living the ideal life that many people wish to, wearing expensive outfits and going on expensive holidays. An enigma scene in this advert is the golden briefcase as at the start the camera constantly focuses on it making it the main thing the viewer is looking at, forcing us to wonder what is actually in it until the camera finally pans into it and it is a bunch of golden mascaras.
2) Cinematography: camera shots and movement
There are various camera shots used in this advert, one of which is a close up. This shot type is used to exaggerate the product being promoted as much as possible in order to gain the attention of the viewers which will lead to them becoming invested in it as it is constantly up in their face. The close ups also emphasise the importance of the product, as well as close ups on the two actors eyes when they're using the mascara in order to show the effectiveness of the product to make people more willing to spend their money on it.
3) Mise-en-scene: costume & props
The costumes used in this advert are very glittery and golden which is very eye-catching and presented as living the ideal life. In terms of props the whole advert is pretty much on the tube of mascara and how it will completely change your life for the better, making you rich, confident and popular. The constant use of the colour Gold is very effective because of the fact that it is such an eye catching colour to people.
4) Mise-en-scene: actors, setting, lighting and colour
By having a gay male as one of the actors is very effective and makes Maybelline look like a really good company for promoting homosexuality, showing you should be yourself and not let your insecurities stop you from reaching your goals. By doing this Maybelline are also subverting traditional gender stereotypes as back in the old days you wouldn't see any homosexuality promoted in the media as men were to always be masculine. There is very bright lighting throughout the advert as it is trying to show a lavish lifestyle, therefore there can't be any dull moments.
5) Editing: pace, transitions and visual effects
At the start of the advert the pacing is very fast as what we want to see is how the mascara will transform their lives therefore how they look before isn't very essential. However when they finally get to the mascara aspect there is a slo mow scene making us concentrate on what is about to happen and take in all the information Maybelline is giving us about what the mascara will do. The transitions are just very fast cuts as this is just a small advert used to promote their product but in an effective way, making sure they make their point clear in the easiest way possible.
6) Graphics: text/graphics on screen
At the end of the advert there is use of a slogan in golden letters saying, Big Shot Like A Boss' used to influence more people into buying their product by hyping it up as much as possible, even at the very end so it will stick in their mind throughout the entire time they are watching and even after it's done. Maybelline is also seen at the bottom left of the frame throughout the whole advert, done to promote themselves to people as they watch it.
7) Sound: dialogue, music and sound effects
Throughout the advert there is constant use of a glitter sound effect as if the mascara is some kind of treasure that these two protagonists have stumbled upon and just making the whole advert seem more feminine as glitter isn't usually associated with men, more so females. In terms of dialogue, Manny talks in a very feminine way which completely subverts stereotypes of men having deep and masculine voices.
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 for beauty product advertising as it included Manny Guitierezz, this being very significant as he is the first openly homosexual male beauty social influencer which subverts the gender stereotype of beauty products only to be seen as a female topic. But now it has been shown that men don't have to be masculine and can instead be more open about themselves instead of closing up about their true selves.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
The articles suggest masculinity is evolving and that there the pressure of men to act a certain way is decreasing, showing how society is becoming very progressive. It also explores how people are taking in the idea of gender fluidity and other interpretations of hyper-masculinity.
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 so attractive these days because of how they gain such a massive following of people who agree with their opinions and will always support them because they may have been the reason they opened up about something they're insecure about. For example Manny and Shayla share a combined instagram following of over 5.1 million followers and over 2.5 million subscribers over on Youtube and so the fact that they have such a massive following on two different platforms places them very high in society.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
I believe Maybelline chose the because of their massive following which would inevitabdly lead to Maybelline gaining a larger fanbase and becoming insanely more popular, which is crucial for any brand.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
They suggest the crucial factor is the target audience and the following of the people they use in their advertisements as if they have a wide fan-base then it would be easier for said brand to reach out to their following which may be young consumers. Liebmann states, 'it tends to be a younger brand attracting younger consumers for which the power of influencers is really strong. Liebmann also states how celebrities will gain more success if they have a social media following, stating 'the real power today is if you have somebody recognisable who is also socially effective.
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 Score advert is using female sexuality to show men they can have power: you can conquer, you will be desired.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The Score ad uses a large image of a grinning man dressed like a hunter with a rifle nestled in the crook of his arm. He is also held aloft on a tiger skin platform by five women dressed in sexualised hunting costumes. Four women are looking up at him adoringly while the fifth looks directly at the consumer.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
I believe it reinforces the stereotype that men are more supeiror in comparison to women and that they should be praised and glorified as women were said to not be able to live without having a man in their life, reinforcing gender roles. The advert also reinforces the idea of women being sexualised objects as in this they are shown to be wearing objectifying clothing.
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 this advert is that once you use this hair cream you will become irresistible to all women as they find you extremely attractive and therefore making you gain a huge heap of confidence. The oppositional reading would be that the ad is showing how women must be obedient to men, as the women are shown carrying the man around.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
It is significant as it shows two people who don't conform to masculine and feminine ideals but still manage to show their power through who they really are, and not caring about what others opinions may be.
6) What is the narrative of the Maybelline advert?
The advert tells the narrative of two famous YouTubers, Manny Gutierrez and Shayla Mitchell checking into a hotel room in New York with an extraordinary view. They then go onto opening a golden glitter covered suitcase which when they open up, is full of tons of golden mascara tubes which everyone glorifies. When the two apply the mascara they are transported to a more lavish/ideal lifestyle.
7) What does the article suggest the Maybelline advert's message is?
The advert, unlike its 1960s counterpart, makes use of an aspirational image showing two friends who don't conform to masculine and feminine ideals but are nonetheless powerful as they are happy in ther own skin, confident in their bodies and 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 is challenging the expectation of who wears their product, and is showing their support for everyone and anyone who wants to reach for their mascara. Gutierrez himself states that 'men do not have to be tough and strong' as they can be in charge of their lives without having to resort to carrying a gun or falling victim to the usual masculine stereotypes. The most striking difference between the adverts is that the Score is celebrating everything believed to be great about a a patriarchal society while Maybelline is applauding the breakdown of hyper-masculine culture.
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