Advertising: Maybelline CSP case study
1) Narrative & genre: narrative theory and sub-genre
Bell Boy Narrative
Seen has on trend with "gender politics"
As he isn't represented someone from the outside(not in the beauty influence world) but yet still has a interest in the product as seen later on(subverts classic male stereotypes).
The bell boy conforms to traditional beauty standards for the industry and is designed to appeal to a wide female audience there is some potential for him to be objectified flipping the male gaze.
Using Propps theory, the mascara is essentially the hero and is presented as a wand that will fix anything. Th The helpers would be Manny and Shayla and the princess would be the audience.
2) Cinematography: camera shots and movement
The extreme close up is very important as it is a key moment where we see "vlog like" transition (can be seen via the slow-motion). This highlights the hybridity of this advert and how different it is to the taboo beauty adverts we normally see( overall seeing many subversion of gender and beauty stereotypes)
3) Mise-en-scene: costume & props
The gold suitcase ideology is an intertextual reference to many media products such Slumdog Millionaire. The suitcase represents wealth and luxury. Them trowing the suit case is a common idea of abundance most often shown with paper money or gold bars. The sheer number of the product encased in gold, with a gold case adds an over the top idea of luxury and excess.
The whole advert portrays the mascara wand as an actual wand which gives intertextual reference to the fairy god mother due to the transition afterwards
4) Mise-en-scene: actors, setting, lighting and colour
Setting- New York
The city is an aspirational way of living which already sets up desire for the audience. It gives ideal of wealth. Also them being in a high floor in the building shows how powerful they are.
The transition from dull white to a golden ideal self gives value to the transition to the audience. this is because we see the mascara being the significant object that causes this transformation, and then knowing the extent of the transformation makes the audience also desire it, therefore transferring the wands value in this advert to real life.
Posture- Shows how she is now confident and in control (Subverting old gender and racial stereotypes)
Furthermore they look at the viewer at the viewer at the end with a direct mode of address which create a connection and challenge for the viewer. The constant winking and facial expression reflect the sultry and suggestive nature of the makeup making you more attractive.
5) Editing: pace, transitions and visual effects
6) Graphics: text/graphics on screen
Hashtag is used to create a viral buzz on social media
7) Sound: dialogue, music and sound effects
Sounds like what a wand would make, therefore connoting that the case containing the big shot mascara is magic- making it compelling for audience
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1) Why was this campaign such a landmark for beauty product advertising?
It was the first every Maybelline campaign to feature a male.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
Beauty companies have been becoming much more diverse when representing different sexuality, races and anymore. This encourages the ideology of only women who tall slim and white to be broken apart.
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. Gutierrez, a male whose Instagram bio reads “I think boys deserve just as much cosmetic recognition,” is the more popular of the pair, with about 700,000 more Instagram followers and a YouTube subscribership of more than 2.1 million. The digital influencer phenomenon has already spread to the mass market.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
“They represented the ‘boss’ beauty attitude in this campaign like no one else could, bringing to life this message on-screen to inspire their millions of fans…to also ‘lash like a boss.’”
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
“The real power today is if you have somebody recognizable who is also socially effective, a celebrity that has credibility [on social media]. Celebrities who live in this new world can become hugely powerful.”
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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 advert is using female sexuality to show men they can have power: you can conquer, you will be desired.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The strap line: ‘Get what you’ve always wanted’ is, like the image, a bold aspirational statement. The narrative is clear: the consumer can have everything they want in the world if they buy the hair product.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The brand’s personality and voice is
all about masculine supremacy and
self-belief, and is heavily reinforcing
stereotypes of a patriarchal society.
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?
A dominant reading of the ‘Score’ text would be that as a heterosexual male, one can achieve everything presented before them in the picture: power, control and sex appeal, with better hair. An oppositional reading or a critical interpretation would be that the macho-laden ideas presented in this image are damaging to male self- esteem and present women as passive and merely decorative (although they
they’re good for carrying your ammo).
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The video ad touches on issues of gender representation, ethnicity and lifestyle.
6) What is the narrative of the Maybelline advert?
The advertisement tells the story of two YouTubers, Manny Gutierrez and Shayla Mitchell checking into a New York hotel room with stunning views of the city. They open up a gold, glittery suitcase and out tumbles the product that everyone wants, the ‘Big Shot’ mascara.
7) What does the article suggest the Maybelline advert's message is?
The ad, like its 1960s counterpart, uses an aspirational image showing two friends who do not
conform to masculine and feminine ideals but are nonetheless 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?
The striking difference between the two advertisements is that ‘Score’ is celebrating everything believed to
be great about a patriarchal society, while Maybelline is applauding the breakdown of hyper-masculine culture.
Bell Boy Narrative
Seen has on trend with "gender politics"
As he isn't represented someone from the outside(not in the beauty influence world) but yet still has a interest in the product as seen later on(subverts classic male stereotypes).
The bell boy conforms to traditional beauty standards for the industry and is designed to appeal to a wide female audience there is some potential for him to be objectified flipping the male gaze.
Using Propps theory, the mascara is essentially the hero and is presented as a wand that will fix anything. Th The helpers would be Manny and Shayla and the princess would be the audience.
2) Cinematography: camera shots and movement
The extreme close up is very important as it is a key moment where we see "vlog like" transition (can be seen via the slow-motion). This highlights the hybridity of this advert and how different it is to the taboo beauty adverts we normally see( overall seeing many subversion of gender and beauty stereotypes)
3) Mise-en-scene: costume & props
The gold suitcase ideology is an intertextual reference to many media products such Slumdog Millionaire. The suitcase represents wealth and luxury. Them trowing the suit case is a common idea of abundance most often shown with paper money or gold bars. The sheer number of the product encased in gold, with a gold case adds an over the top idea of luxury and excess.
The whole advert portrays the mascara wand as an actual wand which gives intertextual reference to the fairy god mother due to the transition afterwards
4) Mise-en-scene: actors, setting, lighting and colour
Setting- New York
The city is an aspirational way of living which already sets up desire for the audience. It gives ideal of wealth. Also them being in a high floor in the building shows how powerful they are.
The transition from dull white to a golden ideal self gives value to the transition to the audience. this is because we see the mascara being the significant object that causes this transformation, and then knowing the extent of the transformation makes the audience also desire it, therefore transferring the wands value in this advert to real life.
Posture- Shows how she is now confident and in control (Subverting old gender and racial stereotypes)
Furthermore they look at the viewer at the viewer at the end with a direct mode of address which create a connection and challenge for the viewer. The constant winking and facial expression reflect the sultry and suggestive nature of the makeup making you more attractive.
5) Editing: pace, transitions and visual effects
6) Graphics: text/graphics on screen
Hashtag is used to create a viral buzz on social media
7) Sound: dialogue, music and sound effects
Sounds like what a wand would make, therefore connoting that the case containing the big shot mascara is magic- making it compelling for audience
-------------------------------------------------------------------------------------------------------------------------------------
1) Why was this campaign such a landmark for beauty product advertising?
It was the first every Maybelline campaign to feature a male.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
Beauty companies have been becoming much more diverse when representing different sexuality, races and anymore. This encourages the ideology of only women who tall slim and white to be broken apart.
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. Gutierrez, a male whose Instagram bio reads “I think boys deserve just as much cosmetic recognition,” is the more popular of the pair, with about 700,000 more Instagram followers and a YouTube subscribership of more than 2.1 million. The digital influencer phenomenon has already spread to the mass market.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
“They represented the ‘boss’ beauty attitude in this campaign like no one else could, bringing to life this message on-screen to inspire their millions of fans…to also ‘lash like a boss.’”
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
“The real power today is if you have somebody recognizable who is also socially effective, a celebrity that has credibility [on social media]. Celebrities who live in this new world can become hugely powerful.”
----------------------------------------------------------------------------------------------------------------------------------------
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 advert is using female sexuality to show men they can have power: you can conquer, you will be desired.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The strap line: ‘Get what you’ve always wanted’ is, like the image, a bold aspirational statement. The narrative is clear: the consumer can have everything they want in the world if they buy the hair product.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The brand’s personality and voice is
all about masculine supremacy and
self-belief, and is heavily reinforcing
stereotypes of a patriarchal society.
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?
A dominant reading of the ‘Score’ text would be that as a heterosexual male, one can achieve everything presented before them in the picture: power, control and sex appeal, with better hair. An oppositional reading or a critical interpretation would be that the macho-laden ideas presented in this image are damaging to male self- esteem and present women as passive and merely decorative (although they
they’re good for carrying your ammo).
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The video ad touches on issues of gender representation, ethnicity and lifestyle.
6) What is the narrative of the Maybelline advert?
The advertisement tells the story of two YouTubers, Manny Gutierrez and Shayla Mitchell checking into a New York hotel room with stunning views of the city. They open up a gold, glittery suitcase and out tumbles the product that everyone wants, the ‘Big Shot’ mascara.
7) What does the article suggest the Maybelline advert's message is?
The ad, like its 1960s counterpart, uses an aspirational image showing two friends who do not
conform to masculine and feminine ideals but are nonetheless 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?
The striking difference between the two advertisements is that ‘Score’ is celebrating everything believed to
be great about a patriarchal society, while Maybelline is applauding the breakdown of hyper-masculine culture.
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