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
This advert is a classic narrative for an advert as it moves in three part structure of everything being normal to something coming up which is suggested by the todrov's theory.furthermore this advert has used a gay men manney to be one of the main character which was very different from the normal sterotype of how men are represented in the society..
2) Cinematography: camera shots and movement
The cinematography which was used in this advert was the extreme closups from the camera to show when the product is being shown in the advert.furthermore their main focus manney and sheyla is shown clearly by zooming into them.
3) Mise-en-scene: costume & props
The costume which were worn by characters were very casual but when the mascara came in then they were suddenly changed to be dressed up..in addition the prop the mascara and the suitcase creates a feeling of new York city which is quite childish and this shows how they are targeting teenagers by doing that.
4) Mise-en-scene: actors, setting, lighting and colour
The actor manney was very good in challenging sterotypes for male and the charcter belly boy is a prime example of gender fluifity as the end he also dresses up with them. furthermore the setting was new York in a hotel which showed how they had a low budget for the advert
5) Editing: pace, transitions and visual effects
The editing which was the visual effects and glitter/glow shown with the suitcase mascara showed how the advert is connoted to be seen as childish.furthemore the pace of the advert is done in two variation as when they are introduces it starts slow but at the end when they are shown to be applying the mascara the advert moves to be fast paced.
6) Graphics: text/graphics on screen
The grpahuc contrast between the logo and the product as logon is shown to be representing classy new York city and the product is shown in a urban design which is possible targeting teenage audience.
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?
This is because the company decided to get a male brand ambassador which is many guiterraz who is gay and is a digital influence which made this advert look different from other adverts as this challenged the stereotypes of male and it also showed how people are not as judgemental as before on gay people.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
The article suggests that the representation of male have changes and people are more open on being gay/lesbian and is now seen as something which is appropriate in the furthermore this also showed that masculinity has changed over the year as some aspects but not fully as the only women which is shown in the advert is sheyla which is not the main focus as the main focus is still manney guietraaz which can link to the theory van zone of how women are still the shown subservient to men.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
The digital influencer attract companies because they have a lot of following across the world and are popluar which can help brands like maybelliene to get more customers as people tend to follow them in what they wear including the makeup/furthermore the digital platform is open and is being seen by everywhere so choosing them will help their brand to get the customers that they want.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
They choose them in particular tp get 5 million instargram followers ion their page as they didn'r have much followrs in digital platforms.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
They are making sure that they are reaching out their target audience in the media that their audience is using.
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?
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
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?
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The backgrounds of these two characters are important because it shows how people have open to see all different types of people in their adverts.
6) What is the narrative of the Maybelline advert?
The narrative of the advert is that two big you tubers like manney and shayla check in their hotel which is set in new York then they open a suitcase which leads them to the product mascara.
7) What does the article suggest the Maybelline advert's message is?
The message of the advert is that whatever your sexuality is you should be confident to wear the product.in addition if you use the product then you are seen as a elite person by the way when the advert changes when the product is introduced.
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 differences between these two adverts are that
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