Maybelline That Boss Life CSP

Question 1

COLOUR CODES

Answer 1

Signifier is the colour gold. Gold title card , gold suitcase stands out amongst pastel-coloured suitcases. When Manny and Shayla open the suitcase, it reveals divine light.
Angel sound effect, aural code and their positive, elated reactions reinforces the concept of beauty and bliss.
Manny has a gold spark in his eye, and Shayla is wearing gold eyeshadow.
The room is then transformed to a wonderful world of gold, gold tinged hue on camera shot. Bed and pillowcases are gold. Lampshade turns gold.
Gold possesses wealth, power and status.

Question 2

CLOTHING CODES

Answer 2

in the beginning they are wearing everyday clothes, denim jacket, white t-shirt. This makes them instantly relatable to the audience.
When everything changes, they are dressed in gold. Manny wears a jacket with an elaborate gold design, Shayla’s black dress has gold sparkles and the bellboy has a gold suit. The youtubers are accessorised with gold necklaces and chains.

Question 3

CONNOTATIONS OF LUXURY

Answer 3

after they open the suitcase, Manny and Shayla tip the contents onto the bed and then cavort with the bottles of mascara. Their action echoes the money fetish trope used by storytellers e.g The Wolf on Wall street.

Question 4

SETTING

Answer 4

Set in New York, signified by skyscrapers out of a hotel window. Maybelline’s headquarters are in New York, but the audience will also recognise the location for its glamour and excitement.
The lexical code “big shot” supports this reading of the setting because it is slang for someone who is in control of their business, but there is also an arrogance associated with that hegemony. You too can be the big shot of your world if you buy this mascara.

Question 5

NON-VERBAL CODES

Answer 5

They are excited about being in New York, and when they open the suitcase their excitement is enhanced, building desire for the product. This is strongly reinforced by the way they both play with product on the bed.
This representation might seem ridiculous, but it does position the audience to want to buy the product so they can enjoy it themselves.
The reaction shot when they re-enter the “bossed up” room suggests the audience will also be amazed by the quality of the mascara.
The pouting and posing at the end of the video connote confidence and seduction.
The bellboy’s smile and shrug of the shoulders signify, who wouldn’t try to steal this mascara and take advantage of its life-changing effects?

Question 6

TWO STEP-FLOW SYSTEM

Answer 6

Shayla and Manny are opinion leaders because they are part of a strong digital social network – Manny has over 4 million on youtube and Shayla can count 2.7m followers on her Instagram. Their audience also trusts their engaging opinions on makeup and beauty. In other words, opinion followers can relate to their personalities and are very receptive to their message.
This product could fulfil our desire for self-esteem that comes from developing self-confidence and self-respect. It might also fulfil an aesthetic need. Similarly, the mascara could appeal to our personal identity as defined by the uses and gratifications theory.
They attract the product through their journey to New York and getting “bossed up” might engage the audience’s interest. Their glamorous transformation creates desire for the mascara by suggesting we can also benefit from the product. If you are persuaded by their performance, you might take action and treat yourself to a new mascara.