Sephora - Language analysis Flashcards
What meaning does actors + costume create? (mise-en-scene)
Almost all cast are BAME, vibrant costumes + jewellery
Celebratory + inspiring narrative, confident body language
What meaning do props create? (mise-en-scene)
Shows products + styles created by black beauty generations
E.g. Lyda Newman’s creation of hairbrush
What meaning does setting create? (mise-en-scene)
Starts with salon, then dressing room, then bathroom + lounge
Shows expanse of creativity of beauty + you can be free with it + do it anywhere
What meaning does lighting create? (mise-en-scene)
In home with warm lighting - shows comfort + how relationships can be positively influenced + beauty can bring people together
What meaning does colour create? (mise-en-scene)
Bright, bold colours creates sense of vibrance + freedom when it comes to beauty
What meaning does sound: dialogue + music create? (mise-en-scene)
Calming but inspiring black female speaker
Backing music: no dialogue + upbeat music suitable for anyone, represents brand’s message
Repeats campaign name ‘black beauty’: emphasises everything on screen is originated from black beauty
How does the advert position the audience?
- Shows audience all beauty is beauty = shows black people of all ages
- Black beauty deserves recognition = wouldnt be where we are in makeup world if wasnt for them
- Positions them to be part of the solution rather than be the problem = ‘the trends we follow’
What narrative is created around sephora’s identity in relation to products + brand?
- They acknowledge everyone deserves to look beautiful + they embrace makeup trends from all cultures not just white culture
- Sephora is a welcoming + inclusive brand that embraces diversity, whereas other big brands may not
How does this advert create desire for the product (sephora)?
- Shows diff people using products to look beautiful = shows everyone can look beautiful
- More ppl likely to buy from sephora if they know they’re inclusive
