Advertising: Maybelline case study and wider reading

Our second Advertising and Marketing CSP is the 2017 Maybelline 'That Boss Life Pt 1' mascara video advert. This gives us an opportunity to explore the idea of gender fluidity in society and the media - plus compare the changing representation of masculinity in advertising. Notes from the lesson are here:

Gender fluidity

Gender fluidity is when gender expression shifts between masculine and feminine. Indeed, gender identity has become a major media and social issue in the last 10 years. 

Young (and some older) people are increasingly identifying as gender fluid – and some have credited the internet for this change. They suggest that millennials grew up with the internet so can easily find information on topics like gender expression.

You can read more on this view and gender fluidity in this CNN article here.

Maybelline 'That Boss Life Pt 1'

 

The Maybelline ‘That Boss Life’ advert is part of a digital campaign for their ‘Big Shot Mascara’ product.

The campaign is significant as it is the first time Maybelline has used a male brand ambassador and digital influencers. The use of YouTube stars Manny Gutierrez and Shayla Mitchell means the brand can reach their combined 5.1 million Instagram followers and 2.5 million YouTube subscribers. 

In addition, Gutierrez (‘MannyMua’) is Mexican-Spanish-American and openly gay, offering a very different representation of masculinity and sexuality to the 1967 Score hair cream advert.

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

Regarding 'That Boss Life pt.2" - In relation to Propp's theory in the ad we can relate the actors to being interpreted as two heroes and a Princess. The two heroes would be Manny and Shayla, the princess would be the girl in the cab who they are essentially shown to have saved. We see how the girl that was in the cab, who we interpret in terms of Propp as being the 'Princess', is shown to be 'saved' after applying the mascara which transformed her whole look into a more glamorous one. There are enigma codes for example the questions regarding the suitcase.- what's in the suitcase?

2) Cinematography: camera shots and movement

Extreme close up - Although a shot type which is seldom used, in this ad it was used successfully to show the end result of the product's transformation to the eyelashes of both actors. This gives the consumer a clear depiction of what the product will do for them making them more likely to purchase it.
Overall the advert mainly consists of wide shots to help to create a narrative while still promoting the product - this keeps the consumer interested and wanting to know more.

3) Mise-en-scene: costume & props

Props: The golden suitcase can be interpreted as being a sort of treasure chest and when the actors open it to reveal the hundreds of bottles of mascara it is as if treasure has been uncovered. The expression of joy on the actors faces when they open the suitcase suggests as if they have found something amazing, adding value to the product.

Costume: In the beginning of the video the actors are dressed casually - both wearing a similar colour scheme which creates a sense of unity - however after the actors try the products they are transformed into wearing a glamorous, bold attire. The transition from casual to glamour after the use of the product indicates to the consumer that their product is glamorous and bold.

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

Luxurious setting: The luxurious hotel setting causes the audience to associate the product with luxury living an a comfortable/happy lifestyle - this makes the consumer have a stronger the desire for the product as it is shown to be associated with a type of lifestyle. 
Actors: The actors used in this ad are popular Youtube influencers in the beauty industry who share makeup tutorials with their audience. The use of these two influencers creates an association to be made with the product and the actors; the association of people who have accelerated in the field of makeup with the Maybelline product. This association will make consumers more fond of the product and feel more inclined to purchase it. The use of a male actor wearing and promoting makeup highlights 21st century ideas such as gender fluidity and the question of masculinity.
Colour: There is a recognisable colour scheme of Black, White, Gold and Purple - also the colours of the packaging of the product - which has been used throughout the whole ad. The colours Purple and Gold are significant as they are often connoted to wealth and luxury - this would seem appealing to a consumer. The colours Black and White look sleek and bold which makes a statement about the product.

5) Editing: pace, transitions and visual effects

The pace of the ad is almost the same throughout the ad however it is shown to slow down as the actors reveal the product and begin to use it. When the pace slows down the ad is focused around the product and the use of it which draws the audience to the main purpose of the advertisement whilst creating a statement. 

6) Graphics: text/graphics on screen

Throughout the whole ad they have repetitively used the logo which promotes the brand creating an increase in recognition to it. The use of colloquial language engages with the youth and the use of hashtags appeal to wider audiences as it uses social media.

7) Sound: dialogue, music and sound effects

The music used appears to be non-diegetic however the visual aspect of the ad is shown to be in time to the music. The non diegetic sound has been used to pick up the pace of the advertisement and create a vibe for the audience. The sound effects used give the product glamour and adds personality to the ad. The dialogue "Welcome to New York" highlights the fact that this advertisement is supposedly taking place in the glamorous city of New York - this creates a positive association with the product making consumers feel more inclined to buy it and feel a part of this.

Maybelline 'That Boss Life' - wider reading:

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

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

This campaign was such a landmark for beauty product advertising because Maybelline not only teamed up with two well-known beauty influencers for the first time but also this marks their first-ever partnership with a man as the star of campaign. 

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

The articles suggests that make up isn't only for females but for males as well which is further reinforced through Manny's comment, "I think boys deserve just as much cosmetic recognition", showing how he feels males should be openly accepted to wear makeup - maybe even celebrated. This advert reinforces the idea that makeup is an art which can be shared among both male and females - we now live in a society where some people hold the belief that a male should be open to express himself through the use of makeup as well as women. 'Back in October CoverGirl named James Charles it's first CoverGuy, and brands like Milk Makeup and Anastasia Beverly Hills have been featuring men in advertising campaigns and on social media for a more universal and inclusive approach to beauty. Even Giorgio Armani launched a gender-neutral lip balm called Him/Her Lipcare this past fall.'

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' might be attractive to companies because they are basically consumers who promote the products in a positive way. Additionally it recognises that 'Gutierrez and Mitchell share a combined Instagram following of 5.1 million followers and a YouTube subscribership of 2.5 million' which means they have some influence over a large platform which would bring more recognition to the products they use and promote. Companies tend to use celebrities and influencers as this enables them to reach out to a wider range of audiences and minorities - for example the ad may appeal to more gay people than usual because of the use of Manny and what he stands for.

4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
Maybelline recognised that 'MannyMua' and 'MakeUpShayla' are two well known, credited influencers with a large platform of followers who they hold some influence over, making it more likely for a product to sell.

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 the crucial factor for brands regardless of whether they use influencers or more traditional celebrities is that whoever they use should have large followers and fan bases.

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.

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." Essentially, the Score hair cream advert uses femininity to outline masculinity and the meaning behind it.

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

The article suggests that the Score hair cream advert uses narrative to sell the product through making their male target audience relate with the image of the man being the dominant 'King of the jungle', who has women falling at his feet. It also implies that the use of the product will allow their male consumers to be an almost sexual predator who can get any girl all from essentially having nice hair from the product.

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

In 1967 a common value in society was one of patriarchy which is reinforced through the Score hair cream advert. During this time of patriarchy women were seen as being inferior to men and were essentially made to be almost trophy wives. The visible power dynamic between the male and females in the image reinforce the idea of patriarchy - it depicts the representation of men being above women . The females are also semi-naked which reinforces the idea of the 'male gaze'. Another 1967 stereotype that could be found in this is that white people are more dominant, this is because at this time the colonies were being lost. 

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 for the Score hair cream, advert would be that using this hair cream will give you everything a man would want, admiration and good looks. It also suggests that using the hair cream will make you more masculine and successful. However, a more recent oppositional reading may be that the advert is generalising masculinity and is only portraying masculinity as being a man who is confident and shown as being dominant, the breadwinner. Contextually, 1967 was theyear homosexuality was decriminalised, - people still did not agree with this so it can be seen that the ad is trying to promote the traditional depiction of masculinity and what it is to be a man.

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

The background of both influencers is significant because they are both of a minority group which appeals to those who are a part of these minority groups as they feel as if they are being recognised. Manny is an openly gay man showing recognition to the gay community and males who take interest in makeup and beauty. Shayla is a young black female who goes against the stereotypical beauty ad which usually consists of a white/fair female. This highlights how society is moving forward and changing in the sense where minority groups are starting to become more and more recognised compared to the times of traditional beauty advertisement.

6) What is the narrative of the Maybelline advert?

The narrative of the Maybelline advert is that using the mascara will make you more glamorous and beautiful. First of all we can see how they use a glamourous setting- NYC, then we are presented the golden suitcase which has an intertextual reference to treasure, when they open the suitcase their faces light up with gold. Also, when they apply the mascara everything becomes shiny. No matter if you are male or female you can wear the mascara which will make you transform you into a glamorous being.

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

The article suggests that the Maybelline advert message is to empower the youth, make them feel special and glamorised. Also, the slogan of this advert is to "lash like a boss", so no matter if you are male or female you can still have the power to "lash like a boss".

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?

Both of the adverts suggests that there have been changes to the society and media in the last 50 years. In 1967 the society was much more traditional, regarding masculinity as more superior, whereas the Maybelline advert is empowering hyper-masculinity and the youth.