Maybelline 'That Boss Life' case study and wider reading
That Boss Life' close textual analysis
1) Narrative & genre: narrative theory and sub-genre
2) Cinematography: camera shots and movement
3) Mise-en-scene: costume & props
4) 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
1) This campaign was such as landmark for beauty product advertising because Maybelline not only teamed up with two influencers for the first time, this marks their first-ever partnership with a man as the star of campaign.
2) The articles suggests that make up isn't only for females, but for males as well, this is further reinforced through Manny's comment "I think boys deserve just as much cosmetic recognition." Additionally, this advert shows how makeup is a thing that boys are allowed as well as women, because we live in a society where its usually associated with women, this advert breaks the society norms and expectations. 'Back in October CoverGirl named James Charles its first CoverGuy, and brands like Milk Makeup and Anastasia Beverly Hills have been featuring men in advertising campaigns and on social media for a more universal and inclusive approach to beauty. Even Giorgio Armani launched a gender-neutral lip balm called Him/Her Lipcare this past fall.'
3) 'Digital influencers' might be attractive to companies because they are basically consumers who promote the products in a positive way. Additionally is says that 'Gutierrez and Mitchell share a combined Instagram following of 5.1 million followers and a YouTube subscribership of 2.5 million.' By having a large scale audience the companies are able to reach out to a wider range of audiences and minorities, such as gays because of Manny.
4) Maybelline chose to use MannyMua and MakeUpShayla because they are able to reach out to a wider range of audiences. Firstly, the fact that they are both part of minority groups is significant. Manny is gay and Shayla is black, therefore they can branch out to the people who are marginalised by society. Secondly, they are both successful Youtubers, 'Gutierrez and Mitchell share a combined Instagram following of 5.1 million followers and a YouTube subscribership of 2.5 million.' By using these two people they are able to attract younger people on social media etc.
5) The WWD article suggests that the crucial factor for brands regardless of whether they use influencers or more traditional celebrities is that they should have large followers and fan bases.
1) Narrative & genre: narrative theory and sub-genre
- In regards with Propps theory we can see how there are two heroes and a princess. The two heroes would be Manny and Shayla, the princess would be the girl in the cab. When applying the mascara on the princess we can see how she is 'saved' by having a make over transformation. Additionally, there are action and enigma codes. The enigma would be the questions regarding the suitcase.- what's in the suitcase?
2) Cinematography: camera shots and movement
- In terms of camera shots there are many. There are lots of extreme close ups on the eye, so it shows what the mascara does, fetishisation. There are mid shots of the before and after of the transformation. There are establishing shots of the skyline, iconographic, NYC is an aspirational place. The movements are also significant. There is a tracking in shot to the suitcase. this adds to the pace.
3) Mise-en-scene: costume & props
- They have many costumes. The colour of these are gold, which suggests glamour and references to the brand. Also, the costume changes highlight the transformation.
4) Mise-en-scene: actors, setting, lighting and colour
- They have these actors because they will reach out to a large audience. The setting is NYC, this is a rich and glamorous place. They have used gold and lighting and colour to emphasise the sophistication.
5) Editing: pace, transitions and visual effects
- They have used slow motion to show the mascara being thrown in the air, this paralells with how people throw money in the air. They have used visual effects like the gold shiny sparkles.
6) Graphics: text/graphics on screen
- They have used the logo. There is a repetition of the slogan.. Also, the use of colloquial language engages with the youth-'Boss Life'. also the hashtags are used on social media.
7) Sound: dialogue, music and sound effects
- They have used slang, the music is upbeat and the sound effects are of sparkles which add to the glamour.
Maybelline 'That Boss Life': wider reading
2) The articles suggests that make up isn't only for females, but for males as well, this is further reinforced through Manny's comment "I think boys deserve just as much cosmetic recognition." Additionally, this advert shows how makeup is a thing that boys are allowed as well as women, because we live in a society where its usually associated with women, this advert breaks the society norms and expectations. 'Back in October CoverGirl named James Charles its first CoverGuy, and brands like Milk Makeup and Anastasia Beverly Hills have been featuring men in advertising campaigns and on social media for a more universal and inclusive approach to beauty. Even Giorgio Armani launched a gender-neutral lip balm called Him/Her Lipcare this past fall.'
3) 'Digital influencers' might be attractive to companies because they are basically consumers who promote the products in a positive way. Additionally is says that 'Gutierrez and Mitchell share a combined Instagram following of 5.1 million followers and a YouTube subscribership of 2.5 million.' By having a large scale audience the companies are able to reach out to a wider range of audiences and minorities, such as gays because of Manny.
4) Maybelline chose to use MannyMua and MakeUpShayla because they are able to reach out to a wider range of audiences. Firstly, the fact that they are both part of minority groups is significant. Manny is gay and Shayla is black, therefore they can branch out to the people who are marginalised by society. Secondly, they are both successful Youtubers, 'Gutierrez and Mitchell share a combined Instagram following of 5.1 million followers and a YouTube subscribership of 2.5 million.' By using these two people they are able to attract younger people on social media etc.
5) The WWD article suggests that the crucial factor for brands regardless of whether they use influencers or more traditional celebrities is that they should have large followers and fan bases.
Media Magazine: The Changing Face of Masculinity-MM63 (page 15)
1) The message that the article suggests the Score hair cream advert is trying to communicate to the 1967 audience is using female sexuality to show men they can have power : you can conquer, you will be desired.
2) The article suggests the Score hair cream advert uses narrative to sell the product because it implies that using the hair cream will allow you to be the sexual predator, you can get any girl you want, be the king of the jungle and have nice hair at the same time. You will be the bread winner.
3) One 1967 stereotypes that the Score hair cream uses is the idea of patriarchy. During this time period women were their husbands properties and seen as their slaves, in this advert we can see how the women are serving the male. The action which makes this more significant is that there is a power dynamic between the male and females, the male is higher up and the females are below him. The females are also semi-naked which reinforces the idea of being submissive. Another 1967 stereotype that could be found in this is that white people are more dominant, this is because at this time the colonies were being lost.
4) The preferred reading for the Score hair cream, advert would be that using this hair cream will give you everything a man would want, admiration and good looks. It also implies that using the hair cream will make you a more masculine and successful. However, the oppositional reading would be that the advert is targeting men who are homosexual to be masculine, this is because this advert was released in 1967, the year homosexuality was decriminalised, so they are trying to promote the idea of being masculine as a good thing.
5) The background of Manny and Shayla is significant because they are of minority groups. Manny is an openly gay man and gay people are being more accepted in the industry. Shayla is a black female and we can see how she goes against the requirements of a model- she isn't white and isn't a small size. This shows how being yourself is much more accepted and that you don't have to be a particular sexuality or size to gain followers or promote branded products.
6) The narrative of the Maybelline advert is that using the mascara will make you more glamorous and beautiful. First of all we can see how they use a glamourous setting- NYC, then the golden suitcase comes in, which has an intertextual reference to treasure, when they open the suitcase their faces shine up with gold. Also, when they apply the mascara everything becomes shiny. No matter if you are male or female you can wear the mascara which will make you more sophisticated.
7) The article suggests that the Maybelline advert message is to empower the youth, make them feel special and glamorised. Also, 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 "lash like a boss."
8) Both of the adverts suggests that there have been changes to the society and media in the last 50 years. In 1967 the society was much more traditional, regarding masculinity as more superior, whereas the Maybelline advert is empowering hyper-masculinity and the youth.
1) The message that the article suggests the Score hair cream advert is trying to communicate to the 1967 audience is using female sexuality to show men they can have power : you can conquer, you will be desired.
2) The article suggests the Score hair cream advert uses narrative to sell the product because it implies that using the hair cream will allow you to be the sexual predator, you can get any girl you want, be the king of the jungle and have nice hair at the same time. You will be the bread winner.
3) One 1967 stereotypes that the Score hair cream uses is the idea of patriarchy. During this time period women were their husbands properties and seen as their slaves, in this advert we can see how the women are serving the male. The action which makes this more significant is that there is a power dynamic between the male and females, the male is higher up and the females are below him. The females are also semi-naked which reinforces the idea of being submissive. Another 1967 stereotype that could be found in this is that white people are more dominant, this is because at this time the colonies were being lost.
4) The preferred reading for the Score hair cream, advert would be that using this hair cream will give you everything a man would want, admiration and good looks. It also implies that using the hair cream will make you a more masculine and successful. However, the oppositional reading would be that the advert is targeting men who are homosexual to be masculine, this is because this advert was released in 1967, the year homosexuality was decriminalised, so they are trying to promote the idea of being masculine as a good thing.
5) The background of Manny and Shayla is significant because they are of minority groups. Manny is an openly gay man and gay people are being more accepted in the industry. Shayla is a black female and we can see how she goes against the requirements of a model- she isn't white and isn't a small size. This shows how being yourself is much more accepted and that you don't have to be a particular sexuality or size to gain followers or promote branded products.
6) The narrative of the Maybelline advert is that using the mascara will make you more glamorous and beautiful. First of all we can see how they use a glamourous setting- NYC, then the golden suitcase comes in, which has an intertextual reference to treasure, when they open the suitcase their faces shine up with gold. Also, when they apply the mascara everything becomes shiny. No matter if you are male or female you can wear the mascara which will make you more sophisticated.
7) The article suggests that the Maybelline advert message is to empower the youth, make them feel special and glamorised. Also, 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 "lash like a boss."
8) Both of the adverts suggests that there have been changes to the society and media in the last 50 years. In 1967 the society was much more traditional, regarding masculinity as more superior, whereas the Maybelline advert is empowering hyper-masculinity and the youth.
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