'That Boss Life' close textual analysis
Use your notes from class to write about the connotations and representations created by the following technical and audio codes. Write at least a paragraph on each:
1) Narrative & genre: narrative theory and sub-genre
Equilibrium- The new equilibrium is established by using the mascara and going out in New York.
Prop: character types- hero: The mascara, Bellboy:helper/donor- masculine/sexuality, very male stereo-typically reflects his transformation with gender fluid times.
Barthes: Gold suitcase- Action/Adventure element to prop
Genre- intertextuality 'Sex and the city'
2) Cinematography: camera shots and movement
Close-up of putting mascara on- illustrates that you're rich/prestigious/luxury when using mascara. Manny + Shayla
Crane shot- Bellboy- at the beginning, the bell boy was in uniform. When he used the mascara at the end of the advert, he was in a gold suit.
3) Mise-en-scene: costume & props
The use of Mise-en-scene, especially the use of costume and props have been used effectively. The use of costume is used to effective. The use of glamours and eye-catching colours does this. For example, the use of the golden suits and the glittering outfits makes it stand out, which grips the audience. The use of props had to be used effectively, as essentially the whole advert is based on a prop, the mascara, and the use of colour and glittering effects again makes it more eye-catching, also the golden suitcase, creates a striking image for the image, as it is gold, which catches the audience eye, aswell as the mascara.
4) Mise-en-scene: actors, setting, lighting and colour
The use of Mise-en-scene is effective, especially with the actors, they have used a "gay man" to advertise this advert, this is very good from Maybelline as it subverts gender stereotypes as men being masculine and also, advert like these always tend to be just women, but two of the characters are men, which subvert gender stereotypes. The use of setting is used to represent how glamours the mascara is, as it set in New York, which is an iconic city, and this advert tries to implement the glamour into the mascara. The use of lighting is effective aswell as it mostly natural light used, but the glittering lighting is also used to present the mascara and also the suitcase, to portray it as glamours, this done through the colours, as they have used a glamorous gold colour to portray these objects, which catches the audience's eye.
5) Editing: pace, transitions and visual effects
Throughout the advert, the pace of each shot varies. When the stars are applying the mascara, the pace is quite fast. This is backed up with the background music. However, at 0.23, when they through the suitcase in the air, the use of a slo mo, creates tension for the audience, as they want to know what happens next. Also it puts further effect on the mascara as the editor wants that to be the main focus. The use of sparkling effects is used when the mascara is applied, which could have connotations of how you feel better when you apply the mascara.
6) Graphics: text/graphics on screen
Maybelline is across the screen throughout the clip, however it is very subtle, as you don't really notice when watching the advert. Right at the end, the big slogan of "Big Shot Like A Boss" is presented on the screen to present the brand, and essentially engages people to buy it as, it subtle suggesting if you use if you will become a "boss." The use of the big slogan is a contrast from the actually mascara, as it is shown to be more tachy, and different colours, however the product is gold and different font, which could be more appealing to a youthful audience.
7) Sound: dialogue, music and sound effects
The use of music is matched with the face paced editing. The background
music is face paced and creates an upbeat mood for the audience. The use
of the glitter sound effects is used throughout the advert, to show how
good the mascara is. The use of dialogue is over-exaggerated from
Manny, which indicates how amazing he thinks the mascara is.
Maybelline 'That Boss Life': wider reading
Read the following articles on this campaign:
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
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
Maybelline was a landmark for beauty product advertising since they use the male star and digital influencer, manny Gutierrez. He subverts typical male stereotypes as he is not seen as very masculine and takes on a very feminie role, also the digital influencer manny gutierrez brings about gender fluidity.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
This article suggests that masculinity is evolving as it is adapting to the idea of gender fluidity, neutrality and different interpretation of hyper masculinity.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
One reason why they are attractive to their companies is that Gutierrez and Mitchell share a combined Instagram following of 5.1 million followers and a YouTube subscribership of 2.5 million.the digital influencer phenomenon has already spread to the mass market, and Maybelline is certainly not the first mass brand to add a male makeup enthusiast to its system — last year.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
Due to their large fan base, by using these two digital influencer, it will allow maybelline to be more recgonised, also maybelline is taking a different approach by using you-tubers than actual actors. As i said before, Gutierrez and Mitchell share a combined Instagram following of 5.1 million followers and a YouTube subscribership of 2.5 million which helps when promoting this advert as they already had a hold of a larger population that are interested.
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 factors for brands depends on how larger their target audience is and the social media following. If they have a large target audience, it would make it easier to advertise their product and if they have a large social media following, it would allow them to reach younger consumers. As said: “It tends to be a younger brand attracting younger consumers for which the power of the influencers is really strong,” noted Liebmann. In today’s consumer climate, said Liebmann, celebrities aren’t totally out — but it helps if they have a social media following.
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 ‘Score’ ad uses a large image of a grinning man dressed like a hunter with a rifle nestled in the crook of his arm. 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 ‘Score’ ad uses a large image of a grinning man dressed like a hunter with a rifle nestled in the crook of his arm. He is held aloft on a tiger- skin platform by five women dressed in sexualised hunting costume: short skirts, tied-up shirts and ammunition belts. Four women look up at him adoringly (one reaches out longingly) while the fifth, with a sultry expression, looks directly at the consumer.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The advert is using female sexuality to show men they can have power: you can conquer, you will be desired. This reinforces the gender roles that men are much more superior than women. Also this advert followers the patriarchy society where men are dominant over women.
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 or dominant reading is that if you apply this score hair cream product, you will gain all the attention from woman and this will raise your confidence and self-esteem. However, the oppositional reading is that woman are being sexually objectified and are being shown to be obedient towards men. The women dressed in sexualised hunting costume: short skirts, tied-up shirts and ammunition.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The background of both of the YouTubers is important, because it helps to emphasise how much the advertising industry has changed and developed over time. Also, Manny Gutierrez, a Mexican-
Spanish-American beauty vlogger and Instagram sensation. The video ad touches on issues of gender
representation, ethnicity and lifestyle, which has been a major talking point in society.
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. By simply applying the mascara, the wearer – female or male – is instantly transported to a more sophisticated cosmopolitan life surrounded by the finer things.
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. The Score advert reflects the old, traditional values and ideologies that are currently being deconstructed by advertisements such as the Boss Life beauty campaign, which indicates how society has evolved over the years.
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