MEDIA P1 CSP - Sephora black beauty campaign

Question 1

Why is the scene established in a hair salon?

Answer 1

The scene is established in a hair salon which is familiar to audiences and comforting

Question 2

Why is there a split screen between the drawing of the hair cream and it being used?

Answer 2

The split screen between the drawing of the hair comb and it actually being used creates binary opposition between the past and present.

This has been done to draw parallels between black conventions / history and current trends and products

Question 3

Why does the campaign show a hairbrush?

Answer 3

The hairbrush that is shown in the video celebrates the work of Lydia Newman who is known for creating a hairbrush that could be taken apart for cleaning and was very durable

Question 4

Why is certain slang used?

Answer 4

Use of slang such as ‘cut creases’ and ‘beat faces’ is targeting a black audience

Question 5

Why is the phrase ‘Icons’ used?

Answer 5

The use of the phrase ‘Icons’, combined with archive footage of black people, creates an image of them being important and legendary throughout history

Question 6

What is one thing the sephora campaign shows which the media usually doesnt?

Answer 6

The media often fails to represent black hair, or the issues surrounding styling it, compared to the sephora campaign which heavily includes representations of black hair - the mother doing her daughters hair

Question 7

How does the advert create a realistic representation of black hair care?

Answer 7

The advert mentions and shows baby hairs, laid edges, creating a realistic representation of black hair care

Question 8

Why is warm lighting used where the mother does her daughters hair?

Answer 8

The warm lighting used where the mother is doing her daughters hair represents the family as close, loving, caring

Question 9

Why does the advert include shots of people smiling and dancing?

Answer 9

The shots of people smiling and dancing creates positive happy representations of different black communities

Question 10

What does the scenes of mixing bowls in kitchens create?

Answer 10

The scenes of mixing bowls in kitchens creates the idea that many black products are DIY created.

This also reflects context that black people ended up creating their own products as companies were not catering to them

Question 11

What does the picture in picture shots show?

Answer 11

The picture in picture and voiceover about posting reflects trends of online beauty videos

Question 12

What does the phrase ‘the styles we love to post’ reflect?

Answer 12

‘The styles we love to post’ may reflect context of cultural appropriation, where white people have taken credit for ideas created originally by people of colour

Question 13

What does the cut from the white person doing cut crease eye shadow to drag queens show?

Answer 13

The cut from the white person doing cut crease eye shadow to the drag queens doing it reinforces the idea that the trend was originally something from black drag culture

Question 14

What does the 12 person split screen emphasise?

Answer 14

The 12 person split screen helps to emphasise the number of people both involved with and affected by the issue of diversity

Question 15

What does the inclusion of drag queens and males show?

Answer 15

The inclusion of drag queens as well as male presenting characters avoids gender stereotyping about make up

Question 16

What does the advert including males suggest?

Answer 16

The fact that the advert includes males may reflect growing acceptance of make up being for men too, and the rise of male beauty vloggers.

Question 17

What is the text we see at the end of the advert?

Answer 17

At the end of the advert we see the text ‘Join Sephora in supporting and celebrating Black beauty’

This creates a powerful and supportive representation of the brand

Question 18

What does capitalisation of the word black in the text show?

Answer 18

Capitalising the word ‘black’ in the text creates the message that being black is powerful

Question 19

How does the advert go against advert conventions?

Answer 19

Unconventionally, the ad does not focus on a specific product or show the sephora stores.

This puts the focus on the message of the advert rather than selling something

Question 20

Why does the advert use real locations?

Answer 20

Real locations included in the ad create a sense of familiarity and comfort for the audience

Question 21

Where was the advert shown?

Answer 21

The sharing of the ad on youtube helps reach a global audience.

The ad also features on the Oprah Winfrey Channel and Black Entertainment Television in America, targeting a black american audience

Question 22

How can barthes theory apply to the sephora black beauty is beauty campaign?

Answer 22

The warm lighting used where the mother is doing her daughters hair represents the family as close, loving, caring

Question 23

How can Neales theory apply to the sephora black beauty is beauty campaign?

Answer 23

It follows conventions of beauty campaigns through repetition such as high quality visuals, proffessional models, aesthetics.

While the campaign follows standard beauty marketing techniques, it disrupts traditional norms by centering black beauty

Question 24

How can Strauss’ theory apply to the sephora black beauty is beauty campaign?

Answer 24

The split screen between the drawing of the hair comb and it actually being used creates binary opposition between the past and present

Question 25

How can Baudrillards theory apply to the sephora black beauty is beauty campaign?

Answer 25

The campaign presents an idealised version of black beaut through flawless skin, perfect makeup, and carefully styled aesthetics, therefore operating within the beauty industrys hyperreal standards

Question 26

How can Todorovs theory apply to the sephora black beauty is beauty campaign?

Answer 26

Equilibrium = sephoras prescence before the campaign where diversity in beauty was lacking Disruption = the growing conversations about inclusivity such as the brand using Black Lives Matter hashtags New equilibrum = the campaign releasing and empowering black beauty

Question 27

How can Propps theory apply to the sephora black beauty is beauty campaign?

Answer 27

Black beauty itself is positioned as the hero. The villain is the eurocentric beauty standards in the media

Question 28

How can Halls theory apply to the sephora black beauty is beauty campaign?

Answer 28

The campaign highlights diverse black skin tones, hair textures, and cultural influences, reinforcing an alternative representation of beauty that has often been marginalised in the media

Question 29

How can Gauntletts theory apply to the sephora black beauty is beauty campaign?

Answer 29

The audience may gain a part of their identity from the alternative represetnations in the video, a black audience could feel empowered

Question 30

How can Butlers theory apply to the sephora black beauty is beauty campaign?

Answer 30

It could be said that the campaign shows performed and repreated acts such as the raditional black beauty makeup which helps construct the black audiences gender through femininity

Question 31

How can Mulveys theory apply to the sephora black beauty is beauty campaign?

Answer 31

The campaign challenges traditional aspects of the male gaze and offers a different form of representation. Traditional beauty campaigns reinforce the male gaze by portraying women as objects of male desire, however Sephoras campaign focuses on celebrating black beauty for its own sake rather than framing it through a male perspective.

Question 32

How can Gerbners theory apply to the sephora black beauty is beauty campaign?

Answer 32

the audience could be cultivated through the representations of black beauty to adapt their existing beliefs and values due to the unconventional representations. Black audiences may be able to resonate with the positive black beauty representations in the campaign

Question 33

How can Jenkins theory apply to the sephora black beauty is beauty campaign?

Answer 33

the campaign invites engagement through social media. Consumers, influencers and beauty enthusiasts share their own interpretations of the campaign, aligning with the idea of prosumers

Question 34

How can Shirkys theory apply to the sephora black beauty is beauty campaign?

Answer 34

The fact that consumers, influencers, beauty enthusiasts area all sharing their own interpretations of the campaign, posting makeup looks, reactions on social media, shows that audiences are more active due to technology

Question 35

How can Banduras theory apply to the sephora black beauty is beauty campaign?

Answer 35

the positive representations reinforces self confidence in the audience who is involved in black beauty, and challenging previously internalized Eurocentric beauty standards

Question 36

How can Halls reception theory apply to the sephora black beauty is beauty campaign?

Answer 36

some audiences may take the dominant (preffered) reading and fully embrace the campaigns empowering message, some may take the negotiated meaning and appreciate the campaigns message while questioning sephoras true intentions, and others could take the oppositional reading by believing it is a performative part of a trend rather than an effort towards inclusivity

Question 37

How can Curran and seatons theory apply to the sephora black beauty is beauty campaign?

Answer 37

while the campaign promotes inclusivity, it also serves as a marketing strategy to appeal to a growing demand for diversity, particularly from black consumers, therefore showing they are driven by profit, however while also promoting variety in the media

Question 38

How can Livingstone and lunts theory apply to the sephora black beauty is beauty campaign?

Answer 38

the campaign is hardly regulated due to the industry not regulating representations

Question 39

How can Hesmondhalghs theory apply to the sephora black beauty is beauty campaign?

Answer 39

by using black beauty conventions they are targeting a black community which increases profits through a large new audience, while minimising risk by using black beauty conventions to target them