Sephora Flashcards

1
Q

what is the name of the advert campaign?

A

black beauty is beauty

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2
Q

where was the campaign broadcast and why?

A

Black Entertainment Television (BET) and the Oprah Winfrey Network (OWN) - largely black American audiences

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3
Q

why might Sephora seek to share the history of black beauty culture?

A
  • gives the brand more integrity
  • more likely to shop if it advocated for a better society (belief-driven buyers)
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4
Q

what incident prompted the campaign?

A

music artist SZA was racially profiled in a Sephora store in Calabasas California and shared her experience on twitter

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5
Q

what was the outcome of the music artists tweet?

A

-stores closed for employees to be given extra diversity training
- 15% pledge (15% of shelf space is dedicated to BIPOC owned brands)
- Black Beauty is Beauty campaign

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6
Q

apply David Gauntlett to the Sephora ad (3 points)

A
  • media is a “reflection of changing attitudes”
  • brand supporting audience’s desire for change through its advertising, championing diversity
  • representation helps promote self confidence for customers
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7
Q

Apply bell hooks to the Sephora ad (2 points)

A
  • glamour often presented in mainstream as white, advert subverts this
  • advertising has historically aided white supremicy
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8
Q

comment on diversity within the ad

A
  • range of races and ethnicities
  • range of genders unlike traditional makeup adverts
  • shows that although techniques were created by black people, they should be celebrated by everyone
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9
Q

define Du Bois term “Double conscious”

A

the internal conflict of being BIPOC in a society judged against white standards

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10
Q

comment on the mise en scene of the ad

A

set in familiar places (living room, bedroom, beauty parlour) suggesting Sephora’s stores are equally comfortable spaces

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11
Q

comment on gender representation within the ad

A
  • multiple genders shown as opposed to general makeup ads
  • highlights the drag community
  • Judith Butler (gender performativity) diverse representation of gender, not binary
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