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

2) Cinematography: camera shots and movement:

multiple instances of extreme close-ups of the actor's eyes, this is for two reasons, one is that the business is trying to put extra emphasis on the product; another reason would be that the business is trying to almost fetishize eyes for the advertisement to help promote the attractiveness of the product, along with this there were many mid shots used to help show the transformation of the main figures and to also help establish the scene.

1) Narrative & genre: narrative theory and sub-genre:

Using Propps theory of narrative you can see that there are two heroes (Manny and Shayla) and a princess (the lady in the taxi), the two heroes then use the mascara to help 'save' the girl and get them into the apparent club. 

3) Mise-en-scene: costume & props:

There are multiple instances of mise en scene that help indicate luxury or high living standards there are multiple instances of gold being used e.g. the costumes, mascara, some backgrounds, and the club; what this does is help to further give the idea that the product helps provide a luxurious lifestyle.

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

The New York skyline seen from the apartment is often linked with high class, along with this there are often times where any gold colouration on the main actors clothing often glitters, this is used to help further show high class and luxury.

5) Editing: pace, transitions and visual effects
Slow motion is used when any mascara is applied to the main two figures, this slow motion is used to help further fetishize eyes. Visual effects such as glittering and shimmering are used as well to show luxury and wealth
6) Graphics: text/graphics on screen

The only instance of any graphics being added is when any slogans or hashtags are sued to help make the advertisement more relevant 

7) Sound: dialogue, music and sound effects

Upbeat music and slang is often used to help attract a younger audience.

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

The advertisement not only featured online personalities rather than traditional celebrities but the advertisement also featured Maybelline very first lead male instead of a female figure.

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

The article suggests that through the evolution of the masculinity in society, the idea of makeup being solely for females is changing to a new more open idea of who makeup if for, in this case for men. MannyMua is not the only male cosmetic artist to have made male makeup popular e.g. some other male figures are james carl.

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 often have the ability to influence a much larger dedicated audience than most celebrities, some of these audiences can range from a several hundred thousand to millions. Not only this but these online influencers are often cheaper than traditional celebrities 

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

MannyMua and MakeUpShayla are not only both online personalities that have based themselves around makeup, but these two influencers have a dedicated audience that is perfect for what Maybelline want; the main demographic Maybelline are trying to attract are younger females, this is what MannyMua's and MakeUpShayla's audience are made up of.

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

The WWD article suggests that regardless of where the celebrity or online influencer came from, they should both have a large fan base or following.

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 article suggests that the advertisement is trying to use female sexuality to help promote the idea of male power which will, in turn, help make more sales.

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

The article states that the score hair cream advert creates a narrative where if you use their hair cream you'll become a "hunter" and will be able to "hunt" attractive women.

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

The advertisements use both female and male stereotypes; one stereotype it uses is through patriarchy, it uses imagery that supports the idea that men are above all females, it also supports the stereotype that females are only present in media for their sexuality.

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 direct reading of the advertisement is that score will be able to give men the ability to get any women they want. An objective reading could be that the advertisement is attempting to try and change homosexuals into heterosexuals.

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

both of Manny Gutierrez and Shayla Mitchell belong to a coloured background, not only this but Manny is also openly gay, what this shows is that minority groups are starting to gain more opportunities and are being represented in a better way.

6) What is the narrative of the Maybelline advert?

The narrative of the advertisement is that Manny and Shayla are using Maybelline's product to glamorize themselves, the two then later come in contact with a regular girl who then becomes more glamorous using Maybelline's product.

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

The article suggests that Maybellines advertisement message is to empower the youth and to make them feel special and glamorised

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 article suggests that within the 50 years between the score and Maybelline advertisement that masculinity has changed from being purly traditional masculinity to now being hypermasculine