Advertising - Maybelline: That Boss Life

Question 1

What does Maybelline’s decision to use two high profile vloggers to promote a product represent?

Answer 1

A departure from how fashion & make-up brands have traditionally advertised their products.

Question 2

What does the inclusion of Manny MUA encourage?

Answer 2

The discussion of gender fluidity and the irrelevance of gender.

Question 3

What has been the trend for make-up/beauty advertisers in the past?

(3)

Answer 3

High profile models/celebrities to endorse brands.
Play on insecurities eg inability to attract opposite sex.
Cite statistics or facts.

Question 4

How many Instagram followers do Shayla and Manny have combined?

Answer 4

Over 6 million

Question 5

The advert makes the __________ that the audience is already ________ with Manny and Shayla and ________ the audience to view it as _______ for ____ to wear make-up.

Answer 5

a) assumption
b) familiar
c) positions
d) normal
e) men

Question 6

Why are vloggers valuable to make-up brands?

Answer 6

Their large following is a good way to reach a millennial audience who might shun traditional advertising.

Question 7

Why is the credibility of bloggers/vloggers not an issue for modern audiences?

Answer 7

They’re trusted as they’re believed to not be paid directly from brands for reviews etc; they’re authentic & better able to connect with audiences.

Question 8

Why is the credibility of bloggers/vloggers sometimes called into question?

Answer 8

They often choose to partake in sponsorships and endorsements.

Question 9

Where is the advert distributed?

Answer 9

Across a range of platforms, including YouTube.

Question 10

What does the advert subvert?

Answer 10

Conventions of traditional TV adverts as it has longer running time & forms part of a longer narrative.

Question 11

What is the main difference of the advert compared to print or broadcasted adverts?

Answer 11

The use of ‘real’ people, recognising the influence of vloggers who command large social media followings.

Question 12

LANGUAGE - what does the mise-en-scene denote/connote?

Answer 12

NYC skyline denotes the home of the brand with connotations of glamour & excitement.

Question 13

LANGUAGE - what is the significance of the high-key lighting & gold motif?

Answer 13

Reinforces the product colour and connotes wealth & luxury.

Question 14

LANGUAGE - what does the slow motion editing do?

Answer 14

Draws attention to the product & emphasises the pair ‘rolling around’ in their wealth.

Question 15

LANGUAGE - what is the significance of the sound effects?

Answer 15

Added for emphasis; the products shine like glitter and gold.

Question 16

LANGUAGE - what do the close-up shots show?

Answer 16

The product being applied to the eye lashes, a convention shared in both print and broadcast adverts.

Question 17

LANGUAGE - the slogan connotes the idea of being in ______, suggesting the ________ itself is _____ and will make the _______ feel _________.

Answer 17

a) control
b) mascara
c) bold
d) audience
e) confident

Question 18

LANGUAGE - Postmodernism incorporated through ________ & _______ - the suitcase _______ upon _______ is reminiscent of the _______ in _________.
People ________ in their new-found _____ is often a _______, ________ scene in __________ texts.

Answer 18

a) intertextuality & hybridity
b) glowing
c) opening
d) suitcase
e) ‘Pulp Fiction’
f) ‘rolling around’
g) wealth
h) repeated
i) recognisable
j) moving image

Question 19

NARRATIVE - what does the narrative portray?

Answer 19

A Cinderella type of story

Question 20

NARRATIVE - how is the advert representative of a Cinderella type of story?

(4)

Answer 20

Ragged clothes = everyday clothes
Ball gown = going-out clothes
Fairy Godmother = bellhop
Magic wand = mascara

Question 21

SEMIOTICS - what is the dominant reading (Stuart Hall)?

Answer 21

Appreciate the transformative effect of the mascara

Question 22

SEMIOTICS - where is the colour gold introduced?

2

Answer 22

‘That Boss Life’ title card and ‘Big Shot Mascara’ label

Question 23

SEMIOTICS - how does the colour gold dominate the mise-en-scene?

Answer 23

The camera tracking towards a gold suitcase that stands out amongst the others on the trolley.

Question 24

SEMIOTICS - when opened, the suitcase reveals a light and angelic sound effect. What does this and the positive reaction to the suitcase opening reinforce?

Answer 24

Beauty and bliss

Question 25

What 2 theories can be connected to this CSP?

Answer 25

David Gauntlett - media & identity

Judith Butler - gender performativity

Question 26

How does David Gauntlett’s theory on media & identity relate to the advert?

Answer 26

Manny = blurs masculinity and femininity through masculine dress codes, but has feminine verbal & non-verbal codes, eg final pose to camera.

Bellhop = transformation from stale-grey worker to dazzling-gold thief shows all men benefit from the product.

Shayla = reinforces traditionally feminine codes, eg the sparkling black dress being a confident celebration of feminine beauty.

Question 27

What is the contextual background?

4

Answer 27

Manny = first man to feature on a Maybelline ad.

Shayla & Manny = both the first ‘social media influencers’ to feature on a Maybelline ad.

Shayla = African American

Manny = Mexican-Spanish-American openly gay man.