Advertising: Maybelline CSP Case study

'That Boss Life' Close textual analysis:

1.
Narrative and Genre -

• Manny and Shayla play the 'hero'
• Enigma codes - What is in the case?
• Action codes - pride in appearance, opening case and applying make up
• Fits into reality TV genre 

2.
Cinematography -

• Close up on eye - shows the effectiveness of the product
• Fast paced editing and a lot of zooms - synergy in the advert
• Fast movement felt like the follow me vlogs
• Close up on product - looks good to audience

3.
Actors, setting, lighting and colour -

• Shalya subverts the stereotypes of black women. 
• Manny subverts Latino stereotypes. 
• Manny also reinforces stereotypes of gay men.
• Gold Lighting
• Bright natural lights at the beginning to give a vlog like feeling.

4.
Costume and props -

• Costume change from casual wear to luxury gold suits and dresses.
• Change in costume shows the after effects of the mascara.
• Suit case full of mascara acts as a parody of a suitcase full of money.

5.
Editing -

• Gold bling effects to show the luxury of the mascara.
• Pace of editing varies through the advert.
• Slow motion when throwing the suitcase full of mascara.
• The # links to a modern digital age where we commonly use #'s to spread information.

6.
Graphics -

• The # links to a modern digital age where we commonly use #'s to spread information.
• The big bold writing at the end to make it stick to the audiences mind/ to stand out.

7.
Sound -

• The music is upbeat and has a modern feel to it.
• Certain slang words are used to show that the advert is aimed at younger audiences.

Maybelline 'That Boss Life': wider reading:

1.
You do not tend to see many male faces being used as the face for a make up brand like Maybelline. Even though male make up artists were around for quite the time, adverts never really featured any, anything make-up or beauty related was always done by females or shown on females.

2.
The articles believe that the representations of masculinity and sexuality are changing and that brands are starting to normalise the representations of gay men in the beauty industry.

3.
Companies are able to go to different digital influencers and ask for their help without promoting heir brand and products. Due to the large number of followers attained by the influencers and the growth of the digital age, there is a higher chance of a positive impact on their brand.

4.
Both Manny and Shyla have a ton of followers on social media meaning majority of the followers would likely have a look at the advert. Seeing Manny and Shayla both using it may cause some people to choose to buy the product. Furthermore, with their title of beauty gurus, people are even more likely to take the professional advice from them.

5.
WWD suggests that they have a social media following which is able to appeal to a younger generation.


The changing face of masculinity:

1.
If the male is good looking and has power then they will be successful and wanted by everyone.

2.
The showing of male dominance over several females influence men to understand that grooming products are able to create half of what it takes in order to be a successful male in the 1960s.

3.
Male dominance and traditional male stereotypes.

4.
The dominant reading is that if you use score hair cream you can be like the man in the poster and get all the girls to come for you etc. The oppositional reading is that seeing a male getting all the girls through hair cream seems unrealistic therefore making the product useless.

5.
They both have backgrounds of what wouldn't have been considered 'the norm' back then where they now go against these stereotypes which sends out a message that no matter who you are and what background you came from, the mascara is able to change that and is accepting of all genders, races and sexualities.

6.
Walking into a hotel room then bellboy delivers the 'treasure' (suitcase of mascara). Then then apply the mascara which results in a complete change in looks of both the characters and the room.

7.
Youth empowerment and they suggest that a new and better mindset can be achieved through mascara.

8.
The score hair cream advert clearly shows a more traditional view of gender and race within the 1960s period. After looking at the Maybelline advert, it is clear that changes in society have led to different genders, races and sexualities being accepted.