1) Narrative & genre: narrative theory and sub-genre
- Equilibrium is simple ans straight forward as they enter the hotel room and then get glam up after the use of mascara.
- Genre is adventurous-when the case filled with mascara is opened.
- Romance:hotel room, the two characters jumping on the bed.
2) Cinematography: camera shots and movement
- Extreme close-up on eye-showing how the mascara works
- Crane shot symbolising-symbolising change.
3) Mise-en-scene: costume & props
- At the beginning casual clothing and minimal make-up.
- Room: plain spacious, plain white.
- After the characters get "Bossed up" the hotel room is filled gold glitter accessories:pillow covers, golden couch and side table,lamp on the night stand.
- Large amount of luggage-suggests busy/outgoing/party life.
- Make-up after applying mascara was more dark and smokey-glamarous.
4) Mise-en-scene: actors, setting, lighting and colour
Actors:
- Manny- openly gay and acts like a typical gay man (Medhurst theory of 'shorthand')
- Shayla- typical beauty influencer
- Bell boy- transforms from being a traditional masculine man to being open to makeup and gender fluid
- All different ethnicity creates diversity
Setting:
- Hotel room- New York can be seen through the window (quite glamorous)
- Not massively luxurious or expensive- anyone could afford that hotel room. Could be a deliberate move from Maybelline to show audience that YouTubers are normal people and anyone can become a 'star' just by using the mascara
Lighting:
- Very bright and natural lighting from windows
- When they opened the suitcase- gold light shined out
- Sunset and darker lighting after the transformation- suggests the night life fun is just about to begin
Colour:
- Lots of gold- depicts loyalty and a glamorous lifestyle
- Lots of white- represents happiness and gives a clean and pure look
5) Editing: pace, transitions and visual effects
- Jump cuts when they're putting on mascara
- Time lapse when bell boy came in and when they jumped on to the bed
- Visual effect sparkle used throughout the whole video- when putting on mascara, on clothes and jewellery
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 was the first advert where Maybelline used beauty influencers as their models and a male as the lead face of their beauty campaign.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
The articles suggest that society is becoming more aware of the fact that males want to use beauty products as well and that, in reality, men care about their appearance too. (A 2013 JWT survey of 1,000 men in the U.S. and U.K. found that 54 percent of men use skincare products like moisturizer and eye cream.)
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 to companies because of the magnitude of followers they have. They are more relatable to a consumer than a celebrity is and are more socially active with their audience. Therefore, using digital influencers is more likely to attract more customers to a product.
4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
I believe that Maybelline chose Manny and Shayla because of their unique cultural heritage and also because of the fact that they gained a high following quite recently.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
The article suggests that “It tends to be a younger brand attracting younger consumers for which the power of the influencers is really strong,”. Therefore, the brand must have a positive image and use people with a high social media following in order to be successful.
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 article suggests that the Score hair cream is communicating to a male audience that they can have power and be desired if they us the Score hair cream-'you can conquer.'
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The article suggests that the male in the advert is like the hunter and he is sitting on a tiger-skin platform (perhaps a tiger he hunted?) and being carried around by 5 women who are dressed in sexualised hunting costumes. Therefore Score is suggesting that using their product can make you strong and powerful.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The Score hair cream advert heavily reinforces stereotypes of a patriarchal society. The brand's identity consists of masculine supremacy and believing in yourself. These stereotypes are reinforced by the words in the article 'masculine scent' and 'made by men' which discard any hesitation or doubt a potential consumer may have about the cream giving them any femininity.
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 article suggests that the preferred/dominant reading of the Score hair cream advert is that any heterosexual male can achieve anything he wants by using this product. This includes power, control, sex appeal and amazing hair.
However, an oppositional reading of the advert would be that the macho-laden ideas depicted are damaging to male self-esteem and to the representation of women. They merely present women as passive, lifeless objects that have a sole purpose of decoration.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
Manny Gutierrez is a Mexican-Spanish-American beauty vlogger while Shayla Mitchell has an ethnic heritage that consists of an international mix of Panamanian, Jamaican and African American culture. Their backgrounds are significant to the Maybelline advert as they are very culturally diverse. Maybelline is spreading a positive message that anyone from any background can use their mascara and feel beautiful.
6) What is the narrative of the Maybelline advert?
The Maybelline advert has a narrative that consists of two friends (Manny & Shayla) who check into a New York hotel room with excitement. They then open up one of their glittery gold suitcases to reveal the 'Big Shot' mascara. Just by using the mascara they are transformed in to a more sophisticated lifestyle. They can now go out and enter the most sophisticated club in the city.
7) What does the article suggest the Maybelline advert's message is?
The article suggests that the advert is trying to communicate the fact that one does not need to conform to masculine or feminine ideals to feel powerful, happy in their own skin, confident in 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?
Maybelline is challenging the expectation of who can wear their product and is encouraging anyone that does use their product will have their support. Adverts like the Score hair cream do the opposite, they are seen as a way of steering men away from a damaging and emasculating interest in anything feminine related, such as beauty and make-up.
In conclusion, '‘Score’ is celebrating everything believed to be great about a patriarchal society, while Maybelline is applauding the breakdown of a hyper-masculine culture.'
4) Mise-en-scene: actors, setting, lighting and colour
Actors:
- Manny- openly gay and acts like a typical gay man (Medhurst theory of 'shorthand')
- Shayla- typical beauty influencer
- Bell boy- transforms from being a traditional masculine man to being open to makeup and gender fluid
- All different ethnicity creates diversity
Setting:
- Hotel room- New York can be seen through the window (quite glamorous)
- Not massively luxurious or expensive- anyone could afford that hotel room. Could be a deliberate move from Maybelline to show audience that YouTubers are normal people and anyone can become a 'star' just by using the mascara
Lighting:
- Very bright and natural lighting from windows
- When they opened the suitcase- gold light shined out
- Sunset and darker lighting after the transformation- suggests the night life fun is just about to begin
Colour:
- Lots of gold- depicts loyalty and a glamorous lifestyle
- Lots of white- represents happiness and gives a clean and pure look
5) Editing: pace, transitions and visual effects
- Jump cuts when they're putting on mascara
- Time lapse when bell boy came in and when they jumped on to the bed
- Visual effect sparkle used throughout the whole video- when putting on mascara, on clothes and jewellery
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:
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 was the first advert where Maybelline used beauty influencers as their models and a male as the lead face of their beauty campaign.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
The articles suggest that society is becoming more aware of the fact that males want to use beauty products as well and that, in reality, men care about their appearance too. (A 2013 JWT survey of 1,000 men in the U.S. and U.K. found that 54 percent of men use skincare products like moisturizer and eye cream.)
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 to companies because of the magnitude of followers they have. They are more relatable to a consumer than a celebrity is and are more socially active with their audience. Therefore, using digital influencers is more likely to attract more customers to a product.
4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
I believe that Maybelline chose Manny and Shayla because of their unique cultural heritage and also because of the fact that they gained a high following quite recently.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
The article suggests that “It tends to be a younger brand attracting younger consumers for which the power of the influencers is really strong,”. Therefore, the brand must have a positive image and use people with a high social media following in order to be successful.
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 article suggests that the Score hair cream is communicating to a male audience that they can have power and be desired if they us the Score hair cream-'you can conquer.'
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The article suggests that the male in the advert is like the hunter and he is sitting on a tiger-skin platform (perhaps a tiger he hunted?) and being carried around by 5 women who are dressed in sexualised hunting costumes. Therefore Score is suggesting that using their product can make you strong and powerful.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The Score hair cream advert heavily reinforces stereotypes of a patriarchal society. The brand's identity consists of masculine supremacy and believing in yourself. These stereotypes are reinforced by the words in the article 'masculine scent' and 'made by men' which discard any hesitation or doubt a potential consumer may have about the cream giving them any femininity.
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 article suggests that the preferred/dominant reading of the Score hair cream advert is that any heterosexual male can achieve anything he wants by using this product. This includes power, control, sex appeal and amazing hair.
However, an oppositional reading of the advert would be that the macho-laden ideas depicted are damaging to male self-esteem and to the representation of women. They merely present women as passive, lifeless objects that have a sole purpose of decoration.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
Manny Gutierrez is a Mexican-Spanish-American beauty vlogger while Shayla Mitchell has an ethnic heritage that consists of an international mix of Panamanian, Jamaican and African American culture. Their backgrounds are significant to the Maybelline advert as they are very culturally diverse. Maybelline is spreading a positive message that anyone from any background can use their mascara and feel beautiful.6) What is the narrative of the Maybelline advert?
The Maybelline advert has a narrative that consists of two friends (Manny & Shayla) who check into a New York hotel room with excitement. They then open up one of their glittery gold suitcases to reveal the 'Big Shot' mascara. Just by using the mascara they are transformed in to a more sophisticated lifestyle. They can now go out and enter the most sophisticated club in the city.
7) What does the article suggest the Maybelline advert's message is?
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?
In conclusion, '‘Score’ is celebrating everything believed to be great about a patriarchal society, while Maybelline is applauding the breakdown of a hyper-masculine culture.'
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