Advertising: Maybelline CSP case study
Our second Advertising and Marketing CSP is the 2017 Maybelline 'That Boss Life Pt 1' mascara video advert.
This gives us an opportunity to explore the idea of gender fluidity in society and the media - plus compare the changing representation of masculinity in advertising. Notes from the lesson are here:
Gender fluidity
Gender fluidity is when gender expression shifts between masculine and feminine. Indeed, gender identity has become a major media and social issue in the last 10 years.
Young (and some older) people are increasingly identifying as gender fluid – and some have credited the internet for this change. They suggest that millennials grew up with the internet so can easily find information on topics like gender expression.
You can read more on this view and gender fluidity in this CNN article here.
Maybelline 'That Boss Life Pt 1'
The Maybelline ‘That Boss Life’ advert is part of a digital campaign for their ‘Big Shot Mascara’ product.
The campaign is significant as it is the first time Maybelline has used a male brand ambassador and digital influencers. The use of YouTube stars Manny Gutierrez and Shayla Mitchell means the brand can reach their combined 5.1 million Instagram followers and 2.5 million YouTube subscribers.
In addition, Gutierrez (‘MannyMua’) is Mexican-Spanish-American and openly gay, offering a very different representation of masculinity and sexuality to the 1967 Score hair cream advert.
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
This gives us an opportunity to explore the idea of gender fluidity in society and the media - plus compare the changing representation of masculinity in advertising. Notes from the lesson are here:
Gender fluidity
Gender fluidity is when gender expression shifts between masculine and feminine. Indeed, gender identity has become a major media and social issue in the last 10 years.
Young (and some older) people are increasingly identifying as gender fluid – and some have credited the internet for this change. They suggest that millennials grew up with the internet so can easily find information on topics like gender expression.
You can read more on this view and gender fluidity in this CNN article here.
Maybelline 'That Boss Life Pt 1'
The Maybelline ‘That Boss Life’ advert is part of a digital campaign for their ‘Big Shot Mascara’ product.
The campaign is significant as it is the first time Maybelline has used a male brand ambassador and digital influencers. The use of YouTube stars Manny Gutierrez and Shayla Mitchell means the brand can reach their combined 5.1 million Instagram followers and 2.5 million YouTube subscribers.
In addition, Gutierrez (‘MannyMua’) is Mexican-Spanish-American and openly gay, offering a very different representation of masculinity and sexuality to the 1967 Score hair cream advert.
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
-equilibrium=classic advert narrative
-propp=character types
hero=mascara or bell boy
helper/doner=bellboy- masculine/sexuality- very male stereotypical- his transformation reflects gneger fluidity
-barthes= gold suitcase
action/adventure element to prop
genre:
sex and the city-intertextuality
2) Cinematography: camera shots and movement
-propp=character types
hero=mascara or bell boy
helper/doner=bellboy- masculine/sexuality- very male stereotypical- his transformation reflects gneger fluidity
-barthes= gold suitcase
action/adventure element to prop
genre:
sex and the city-intertextuality
2) Cinematography: camera shots and movement
crane shot/moderate mo-chime kid toward the finish of manny and shayla then ringer young men change
extreme close up=when putting it om
gold bundling extravagance
3) Mise-en-scene: costume & props
outfit:
easygoing to spruced up
propp:
item and bag
4) Mise-en-scene: actors, setting, lighting and colour
setting:
nyc inn
lighting:
day/normal lighting
makes feeling of a nyc night out yet it is very puerile like for a young group of onlookers for a youtube include
5) Editing: pace, transitions and visual effects
- visual effect= sparkle/shine bag and mascara which is immature
attempts to make undertone of riches and extravagance
- moderate movement
- logo=classy/nyc
- product= urban plan
adolescent group of onlookers
yellow and gold bundling
7) Sound: dialogue, music and sound effects
- music=urban club
- sound effects=twinkle/special visualizations
- dialogue= not used to this item
gone for non cosmetics craftsman
position character like crowd
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?
it utilized Manny Gutierrez in their advert which is huge on the grounds that he is the primary male magnificence star, and is additionally a computerized influencer to be in a marvel item advert. by Mayblline doing this it subverts the typical sexual orientation generalizations that there must be a ladies promoting excellence items, additionally it subverts the generalization that men must be manly, this shows how society has advanced, from what it used to be by likewise the utilization of web based life
The articles recommend that manliness is changing and there is less weight on men to be a sure picture and can grasp who they need to be through online life as there are networks for everybody. Individuals are grasping the possibility of sexual orientation ease, lack of bias and various elucidations of hyper-manliness which is appeared in this advert as Manny was the primary core interest.
They are appealing to organizations since they as of now have a tremendous fan base for instance Gutierrez and Mitchell share a joined Instagram following of 5.1 million supporters and a YouTube subscribership of 2.5 million.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
They use Manny as he is will the primary male advanced influence to advance a stunner item in an advert which subvert cliché male jobs and Shayla as she is a ladies of shading. they did this since they need to demonstrate their clients that anybody can use their image. additionally the two of them have gigantic fan bases.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
The intended interest group and the internet based life following of the general population they use for their promotions. On the off chance that they have a huge online networking following, at that point they would almost certainly connect with their more youthful age. As stated: "It will in general be a more youthful brand pulling in more youthful purchasers for which the intensity of the influencers is extremely solid," noted Liebmann. In the present purchaser atmosphere, said Liebmann, famous people aren't thoroughly out — yet it helps on the off chance that they have an internet based life following. "The genuine power today is in the event that you have someone unmistakable who is additionally socially viable, a superstar that has validity [on social media]. Big names who live in this new world can turn out to be immensely incredible
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?
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' promotion utilizes an enormous picture of a smiling man dressed like a seeker with a rifle settled in the hooligan of his arm. He is held overhead on a tiger-skin stage by five ladies wearing sexualised chasing outfit: short skirts, tied-up shirts and ammo belts. The advert is utilizing female sexuality to indicate men they can have control: you can overcome, you will be wanted.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The 'Score' advertisement utilizes a huge picture of a smiling man dressed like a seeker with a rifle settled in the hooligan of his arm. He is held on high on a tiger-skin stage by five ladies wearing sexualised chasing ensemble: short skirts, tied-up shirts and ammo belts. Four ladies gaze toward him adoringly (one connects longingly) while the fifth, with a sultry articulation, takes a gander at the shopper.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The 'Score' advertisement utilizes a huge picture of a smiling man dressed like a seeker with a rifle settled in the hooligan of his arm. He is held on high on a tiger-skin stage by five ladies wearing sexualised chasing ensemble: short skirts, tied-up shirts and ammo belts. Four ladies gaze toward him adoringly (one connects longingly) while the fifth, with a sultry articulation, takes a gander at the shopper.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The advert is utilizing female sexuality to demonstrate men they can have control: you can vanquish, you will be wanted. This fortifies sex jobs as how men had power or ladies and how ladies were generalized for men for the male look.
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 favoured perusing for the Score hair cream advert is that in the event that you utilise this hair cream young ladies will discover you be alluring, and get young ladies just on the off chance that you utilise this hair cream. The op-positional perusing of this advert is that it is endeavouring to demonstrate how ladies must be faithful towards men as men are increasingly predominant. The ladies are wearing sexualised chasing outfit: short skirts, tied-up shirts and ammo belts. Four ladies gaze toward him adoringly (one connects longingly), which indicates how ladies are being depicted to be under the specialist of men.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
Their experience is noteworthy in light of the fact that they have a gigantic after and on the grounds that Manny is a straightforwardly gay delight influencer and Shayla is a ladies of shading which appears and fortifies sex ease
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
Their experience is noteworthy in light of the fact that they have a gigantic after and on the grounds that Manny is a straightforwardly gay delight influencer and Shayla is a ladies of shading which appears and fortifies sex ease
6) What is the narrative of the Maybelline advert?
The account is recounts two YouTubers, Manny Gutierrez and Shayla Mitchell registering with a New York lodging with dazzling perspectives on the city. They open up a gold, glittery bag and out tumbles the item that everybody needs, the 'Big cheese' mascara. By just applying the mascara, you could be female or male – is right away transported to an all the more progressively complex cosmopolitan life encompassed by the better things: a Manhattan lodging, exciting garments and the guarantee of admission to the most sizzling clubs on the planet's most noteworthy city.
7) What does the article suggest the Maybelline advert's message is?
7) What does the article suggest the Maybelline advert's message is?
The advertisement, similar to its 1960s partner, utilises an optimistic picture demonstrating two companions who don't adjust to manly and ladylike beliefs yet are in any case ground-breaking: cheerful in their very own skin, positive about 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?
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 mirrors the old, conventional qualities and belief systems that are as of now being deconstructed by ads, for example, the Boss Life excellence crusade, which shows how society has developed throughout the years.
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