Sephora - Advertising Flashcards
When was the Sephora - ‘Black Beauty is Beauty’ ad released?
2021
What was Sephora’s campaign released in response too?
The BLM movement, Sephora released the ad to amplify black voices and introduced a program (Sephora Accelerate program) to create a international community of influencers.
Why were the locations of the video significant in the campaign? (Media Language)
The diverse nature of the settings within the video provides a balance of familiar surroundings which the audience can relate to.
Why were the props so significant in the campaign? (Media Language)
The Mise en Scene Is used to display black excellence and invention for example a hair brush is used frequently celebrating black invention.
How does Sephora align with Butler’ gender theory? (Media representation)
Gender is socially constructed whereby individuals perform their gender. This is presented in the text when drag queens - who are anatomically male - ‘Perform’ typically female rituals by applying make up.
How does Sephora’s campaign go against Bell Hooks theory? (Media representation)
hooks argues that black women are omitted from mainstream media representations, Sephora aims to attract a diverse audience, all the females featured are people of colour
Omnichannel
A type of retail which integrates different methods of shopping available to consumers (online, physical and phone)
User generated content
Content that users create regarding brands - this content is most often on social media platforms such as Instagram, facebook etc
Representation of Race
Does not conform to hegemonic (dominant ideology) standards of beauty (White, slim) , Sephora highlights this and exaggerates going against the hegemonic views of the industry
Warmed coloured filters
Used to create a sense of intimacy and friendliness, The gold creates a sense of celebration
