Advertising - Maybelline: That Boss Life Flashcards
What does Maybelline’s decision to use two high profile vloggers to promote a product represent?
A departure from how fashion & make-up brands have traditionally advertised their products.
What does the inclusion of Manny MUA encourage?
The discussion of gender fluidity and the irrelevance of gender.
What has been the trend for make-up/beauty advertisers in the past?
(3)
High profile models/celebrities to endorse brands.
Play on insecurities eg inability to attract opposite sex.
Cite statistics or facts.
How many Instagram followers do Shayla and Manny have combined?
Over 6 million
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.
a) assumption
b) familiar
c) positions
d) normal
e) men
Why are vloggers valuable to make-up brands?
Their large following is a good way to reach a millennial audience who might shun traditional advertising.
Why is the credibility of bloggers/vloggers not an issue for modern audiences?
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.
Why is the credibility of bloggers/vloggers sometimes called into question?
They often choose to partake in sponsorships and endorsements.
Where is the advert distributed?
Across a range of platforms, including YouTube.
What does the advert subvert?
Conventions of traditional TV adverts as it has longer running time & forms part of a longer narrative.
What is the main difference of the advert compared to print or broadcasted adverts?
The use of ‘real’ people, recognising the influence of vloggers who command large social media followings.
LANGUAGE - what does the mise-en-scene denote/connote?
NYC skyline denotes the home of the brand with connotations of glamour & excitement.
LANGUAGE - what is the significance of the high-key lighting & gold motif?
Reinforces the product colour and connotes wealth & luxury.
LANGUAGE - what does the slow motion editing do?
Draws attention to the product & emphasises the pair ‘rolling around’ in their wealth.
LANGUAGE - what is the significance of the sound effects?
Added for emphasis; the products shine like glitter and gold.
LANGUAGE - what do the close-up shots show?
The product being applied to the eye lashes, a convention shared in both print and broadcast adverts.
LANGUAGE - the slogan connotes the idea of being in ______, suggesting the ________ itself is _____ and will make the _______ feel _________.
a) control
b) mascara
c) bold
d) audience
e) confident
LANGUAGE - Postmodernism incorporated through ________ & _______ - the suitcase _______ upon _______ is reminiscent of the _______ in _________.
People ________ in their new-found _____ is often a _______, ________ scene in __________ texts.
a) intertextuality & hybridity
b) glowing
c) opening
d) suitcase
e) ‘Pulp Fiction’
f) ‘rolling around’
g) wealth
h) repeated
i) recognisable
j) moving image
NARRATIVE - what does the narrative portray?
A Cinderella type of story
NARRATIVE - how is the advert representative of a Cinderella type of story?
(4)
Ragged clothes = everyday clothes
Ball gown = going-out clothes
Fairy Godmother = bellhop
Magic wand = mascara
SEMIOTICS - what is the dominant reading (Stuart Hall)?
Appreciate the transformative effect of the mascara
SEMIOTICS - where is the colour gold introduced?
2
‘That Boss Life’ title card and ‘Big Shot Mascara’ label
SEMIOTICS - how does the colour gold dominate the mise-en-scene?
The camera tracking towards a gold suitcase that stands out amongst the others on the trolley.
SEMIOTICS - when opened, the suitcase reveals a light and angelic sound effect. What does this and the positive reaction to the suitcase opening reinforce?
Beauty and bliss
What 2 theories can be connected to this CSP?
David Gauntlett - media & identity
Judith Butler - gender performativity
How does David Gauntlett’s theory on media & identity relate to the advert?
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.
What is the contextual background?
4
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.
