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
Genre- Adventure, romance, comedy
2) Cinematography: camera shots and movement
Close-up on eye
3) Mise-en-scene: costume & props
Minimal make up at star5t
Casual clothing before they use the product4) Mise-en-scene: actors, setting, lighting and colour
5) Editing: pace, transitions and visual effects
6) Graphics: text/graphics on screen
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?
They included Manny Gutierrez, the first man to star in a makeup campaign. This indicates a change in what is accepted in society as men are now able to express themselves more freely.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
Adweek says that Manny has normalised the act of male 'glamming' being almost revolutionary as we still live in a culture where makeup is associated with women.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
Gutierrez and Mitchell share a combined Instagram following of 5.1 million followers and a YouTube subscribership of 2.5 million. Maybelline claims to be a very social brand and wants to maintain a younger, more digital shopper base as it is a large new market which is easy to target through using influencers to endorse the product.
4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
Manny was used as he was the first male to star in a make up campaign, and they knew this would gain media coverage. This media coverage would attract people to see the ad, subsequently making people buy the product. Theyre combined amount of viewers would allow Maybellines ad to reach a much wider audience.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
“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.”
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?
It's suggesting that the audience can have anything they want if they buy the product. The product gives them power.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The advert is using female sexuality to show men they can have power: you can conquer, you will be desired.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforce?
One stereotype this advert reinforces is that women are purely decorative and there to serve the men, hich is highly evident in this advert. It supports the idea of patriarchy, the male in this advert is placed higher than the women.
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 would be that the product can give you anything you want, and will make you more masculine. The oppositional reading would be that women are decorative. Another oppositional reading could be it's targeting men who are homosexual to be more masculine. 1967 was the year homosexuality was decriminalised so they're trying to suggest that masculinity is a good thing.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
It's significant because they're minority groups. Manny Gutierrez, is a Mexican-Spanish American, Gay male. Shayla is a black female who goes against societies model expectations.
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 is instantly transported to a more sophisticated 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 article suggests that the Maybelline advert message is to empower the youth and make them feel special and glamorous. The slogan of this advert is to "lash like a boss", so no matter if you are male or female you can still have the power to do that.
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 Score advert is celebrating everything believed to be great about a patriarchal society, while Maybelline is applauding the breakdown of hyper-masculine culture.
'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
Genre- Adventure, romance, comedy
2) Cinematography: camera shots and movement
Close-up on eye
3) Mise-en-scene: costume & props
Minimal make up at star5t
Casual clothing before they use the product4) Mise-en-scene: actors, setting, lighting and colour
5) Editing: pace, transitions and visual effects
6) Graphics: text/graphics on screen
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?
They included Manny Gutierrez, the first man to star in a makeup campaign. This indicates a change in what is accepted in society as men are now able to express themselves more freely.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
Adweek says that Manny has normalised the act of male 'glamming' being almost revolutionary as we still live in a culture where makeup is associated with women.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
Gutierrez and Mitchell share a combined Instagram following of 5.1 million followers and a YouTube subscribership of 2.5 million. Maybelline claims to be a very social brand and wants to maintain a younger, more digital shopper base as it is a large new market which is easy to target through using influencers to endorse the product.
4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
Manny was used as he was the first male to star in a make up campaign, and they knew this would gain media coverage. This media coverage would attract people to see the ad, subsequently making people buy the product. Theyre combined amount of viewers would allow Maybellines ad to reach a much wider audience.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
“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.”
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?
It's suggesting that the audience can have anything they want if they buy the product. The product gives them power.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The advert is using female sexuality to show men they can have power: you can conquer, you will be desired.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforce?
One stereotype this advert reinforces is that women are purely decorative and there to serve the men, hich is highly evident in this advert. It supports the idea of patriarchy, the male in this advert is placed higher than the women.
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 would be that the product can give you anything you want, and will make you more masculine. The oppositional reading would be that women are decorative. Another oppositional reading could be it's targeting men who are homosexual to be more masculine. 1967 was the year homosexuality was decriminalised so they're trying to suggest that masculinity is a good thing.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
It's significant because they're minority groups. Manny Gutierrez, is a Mexican-Spanish American, Gay male. Shayla is a black female who goes against societies model expectations.
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 is instantly transported to a more sophisticated 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 article suggests that the Maybelline advert message is to empower the youth and make them feel special and glamorous. The slogan of this advert is to "lash like a boss", so no matter if you are male or female you can still have the power to do that.
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 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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