Maybelline 'That Boss Life' case study and wider reading

Blog task: Maybelline 'That Boss Life' case study and wider reading

'That Boss Life' close textual analysis

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

- Crane shot/slow mo- bell boy at the end of manny and shayla then bell boys transformation
- Extreme close up=when putting it on gold packaging-luxury

3) Mise-en-scene: costume & props

Costume:
- Casual to dressed up
Propp:
- Product and suitcase

4) Mise-en-scene: actors, setting, lighting and colour

Setting:
- NYC hotel
Lighting:
- Day/ natural lighting; creates feeling of a nyc night out but it is not quite professional and more suitable teenage audience for a youtube add

5) Editing: pace, transitions and visual effects

- Visual effect= glitter/ glow suitcase and mascara which is childish
tries to create connotation of wealth and luxury
- Slow motion

6) Graphics: text/graphics on screen

- Visual effect= glitter/ glow suitcase and mascara which is childish
tries to create connotation of wealth and luxury
- Slow motion

7) Sound: dialogue, music and sound effects

- Music; urban club
- Sound effects; twinkle/visual effects
- Dialogue; not used to this product aimed for non makeup artist position character like audience

Maybelline 'That Boss Life': wider reading

1) Why was this campaign such a landmark for beauty product advertising?

Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal. This subverts traditional gender stereotypes and also shows that people including big brands are becoming accepting of changes in society. 

2) What do the articles suggest regarding the changing representation of sexuality and masculinity?

The articles suggest how there's been a change in gender roles and expectations for genders which makes men feel less pressurised and gives them more freedom to express themselves.

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. Because they have a large fanbase and anything that they promote is going to reach a lot of potential and Maybelline had the potential to reach out to the right target market as makeup and beauty lovers would be the ones looking up to Manny and Shayla.

4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?

Because they're both MUA's who are also social media influencers which would help Maybelline reach their target audience. Above this, it shows diversity in society and that the brand welcomes all and doesn't have a niche target market as Shayla is a black female social media personality whilst Manny is openly gay which is only something majority of society has recently began to accept. 

5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?

The crucial factor is to reach the correct target audience regardless of which method of promotion they choose to use. 
In Maybelline's case it would be a better idea to use influencers; “It tends to be a younger brand attracting younger consumers for which the power of the influencers is really strong.” 

Media Magazine: The Changing Face of Masculinity

1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?

The advert has used mise-en-scene and also showed the idea of the male gaze to make the male persona seem more power through his clothes, propps and the women around him.

2) How does the article suggest the Score hair cream advert uses narrative to sell the product?

The Score hair cream advert has created a very manly look of the main character by having females surround him, dressed him like a hunter, given him prop's such as a gun etc. to convey the message that their product is for masculine men and just because you're a man, doesn't mean you can't groom yourself. 

3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?

They have typically used women as almost a sexual object to plead men's eyes dressing them in a seductive way; male gaze. A real man does tough and hard headed jobs such as hunting.

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 is that if you use this product you'd be seen as manly and you would attract a lot of females. 
However, the oppositional reading is male dominance especially because of the places the women have been positioned in suggests that women are expected to come fall to their feet as soon as men use this product. 

5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?

The background is significant as it is set in a hotel room which is supposed to look quite luxurious to set a brand image however it is an affordable luxury and not too extravagant as it is an average hotel with a high view which is something Maybelline's target audience would be able to afford and it also suggests who their target audience are in the social hierarchy; working class audience.  

6) What is the narrative of the Maybelline advert?

The narrative is that two social media influences; one being a female of colour and another being an openly gay man, walk into a hotel room in NYC and open a suitcase filled with the product they're promoting which creates an effect as if it's treasure and when they both go for it to grab the product it makes it as if it's in high demand and makes customers tempted to buy the product ASAP.

7) What does the article suggest the Maybelline advert's message is?

The message is that they're selling an affordable product that suits anyone whether you're male, of colour or anything else you can still use their product as it is made to suit everyone. 

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?

Comparing both these adverts, we can see the change in society over the years as the expectations for a man has decreased and from having a traditional man who is seen as powerful and heroic to a gay male promoting makeup it really shows acceptance in society and how men now have the right to be however they want and there isn't a set expectation as to how they need to be.