Advertising: Maybelline Case Study and Wider Reading
1) Narrative & genre: narrative theory and sub-genre
Read the following articles on this campaign:
Glamour: Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal
Your Story: Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand
Ad week: Maybelline Recruits Manny Gutierrez as Its First Male Beauty Star
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
This i due to the fact that the cosmetics brand have teamed up with influences of similar product, as well as the fact that the main star of their campaign is a male.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
It is suggesting that we are taking step in the right direction as to the representation of make-up and that i is made "for everyone." This obviously meaning that these cosmetic products are for both genders, instead of what people had normally thought it put to be as just for girls.3) Read this WWD article: Maybelline Taps Digital Makeup Influences for New Mascara Campaign. Why might 'digital influences' be so attractive to companies?
This is because of their sizeable followings and the influences they have over said people. This would obviously allow these influences to sway the opinion of their audiences through promotion and sponsored adverts which can deliberately paint the product in a brighter light.
4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
Again, these influences may have been chosen due to their following, as well as the fact that these people are the leader in term of what they are doing with their audience, in terms of interactivity, and the influence that they have over them.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influences or more traditional celebrities?
Their social media followings, which play a huge part of what makes a good brand embassador as that determines your influence. Also if they are well known in general, so overall the concensus is that if you are known, you have goo dchance of being one of these brand embassadors.
Media Magazine: The Changing Face of Masculinity
Now go to our Media Magazine archive and read the feature 'The Changing Face of Masculinity' in MM63 (page 15). This will allow us to compare our two advertising CSPs - the Score hair cream advert and the Maybelline digital campaign. Answer the following questions:
1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
It could be trying to communicate that not only does using this priduct make you 2100% straight, but it will also get you the gurls that are diplayed in the advert.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
This advert uses narrative through the mise on scene of the man as he looks to be celebrated for killing what we can assume is some sort of cat animal as that is what his carriage is draped in. This could have been done to present the idea of bravery and boldness, which is commonly linked with being masculine.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
Some of the stereotypes from 1967 which are presented in this advert include:
4) Applying Stuart Hall's reception theory, what does the article suggest the preferred and oppositional readings could be for the Score hair cream advert?
Preferred Reading: It is a hair cream advert for men, designed by men
Opposition: It is a partially sexist advert- suggesting that only men can use the product- also objectifying women, also there is hyper masculinity evidence as it is suggesting that use of the product will make you straight.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The backgrounds of each of these people is evident as Manny is openly gay, meaning that the idea of masculinity is arguably reverted, going against what the designers of the Score hair cream advert's values of being a male.
6) What is the narrative of the Maybelline advert?
The narrative of this advert i that the pair of beauty influencer are in New York and are trying to get "Bossed Up," by using the Maybeine mascara. The narrative is that after using thi product they go from normal people to bosses who are very important, as the advert is trying to suggest through the heavy use of gold and such.
7) What does the article suggest the Maybelline advert's message is?
That if you use the product, you will become bosses and that gender does't matter, as Maybeline go against the status quo by using a male a the star of the campaign, which had not been done before. They are trying to communicate the message that makeup is for both genders and such. Doing this was a bold move by the brand to try break down gender barrier.8) The final section of the article focuses on masculinity.
What do the Score advert and the Maybelline advert suggest regarding the changes in society and media between 1967 and 2017?
The score hair cream advert suggests that masculinity is being surrounded by beautiful female, killing a wild animal in the name of bravery and impressing women, whereas, Maybelline suggest that masculinity is being comfortable with your gender and sexuality, enough to go against the status quo and perform your gender role how you feel appropriate due to how many others there are who are trying to change the status quo and subvert typical common stereotypes.
- Genre of Romance: When both characters jump on the bed, instead of each other providing pleasure, it is the make-up/product that is doing this.
- Adventure/Fantasy as they are trasnported to a new place it seems to be when they put on the mascara.
- Extreme Close Up of the eye as they are putting on the make up- convention of cosmetics adverts
- Audiences of these influences are used to these types of shots.
- Twisted crane shot used to display glamour and their lifestyle, also gives a slow reveal of the room to make us feel impressed by the costumes, whilst they are impressed by the room.
- Gold signifies value of the product
- Gold of the mascara used to represent actual gold, further signifies money, value and worth.
- Gold everywhere
- makes the scene look valuable
- Natural light at the beginning - minimal lighting used at the nighttime scenes to represent the glamour of New York at nighttime because of the city lights
- Gold shines on them as they open the case
- Quick paced editing
- CGI sparkles
- Glamorising their lives- uses "Maybeline Presents" as if it were a film.
- Hashtag in bottom left, unconventional
- Gold font,further glamorises the product and their lifetyle, making it look more appealing.
- Backing track reflects the product
- Sound effect on the chest suggest it' a prize
- Sparkle sound effects suggest glamour and luxury
- Music is upbeat and fast paced, mimicking a nightclub- as if you were a bos, which is the idea of this campaign
Read the following articles on this campaign:
Glamour: Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal
Your Story: Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand
Ad week: Maybelline Recruits Manny Gutierrez as Its First Male Beauty Star
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
This i due to the fact that the cosmetics brand have teamed up with influences of similar product, as well as the fact that the main star of their campaign is a male.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
It is suggesting that we are taking step in the right direction as to the representation of make-up and that i is made "for everyone." This obviously meaning that these cosmetic products are for both genders, instead of what people had normally thought it put to be as just for girls.3) Read this WWD article: Maybelline Taps Digital Makeup Influences for New Mascara Campaign. Why might 'digital influences' be so attractive to companies?
This is because of their sizeable followings and the influences they have over said people. This would obviously allow these influences to sway the opinion of their audiences through promotion and sponsored adverts which can deliberately paint the product in a brighter light.
4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
Again, these influences may have been chosen due to their following, as well as the fact that these people are the leader in term of what they are doing with their audience, in terms of interactivity, and the influence that they have over them.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influences or more traditional celebrities?
Their social media followings, which play a huge part of what makes a good brand embassador as that determines your influence. Also if they are well known in general, so overall the concensus is that if you are known, you have goo dchance of being one of these brand embassadors.
Media Magazine: The Changing Face of Masculinity
Now go to our Media Magazine archive and read the feature 'The Changing Face of Masculinity' in MM63 (page 15). This will allow us to compare our two advertising CSPs - the Score hair cream advert and the Maybelline digital campaign. Answer the following questions:
1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
It could be trying to communicate that not only does using this priduct make you 2100% straight, but it will also get you the gurls that are diplayed in the advert.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
This advert uses narrative through the mise on scene of the man as he looks to be celebrated for killing what we can assume is some sort of cat animal as that is what his carriage is draped in. This could have been done to present the idea of bravery and boldness, which is commonly linked with being masculine.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
Some of the stereotypes from 1967 which are presented in this advert include:
- Women being clumsy, as portrayed by the state of their clothes as they are all torn up
- Men being heros and being brave- he has the gun etc,
- Heavy sexualisation of either gender, minimal clothing of the females, also it can be said that his rifle is a phallic object.
4) Applying Stuart Hall's reception theory, what does the article suggest the preferred and oppositional readings could be for the Score hair cream advert?
Preferred Reading: It is a hair cream advert for men, designed by men
Opposition: It is a partially sexist advert- suggesting that only men can use the product- also objectifying women, also there is hyper masculinity evidence as it is suggesting that use of the product will make you straight.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The backgrounds of each of these people is evident as Manny is openly gay, meaning that the idea of masculinity is arguably reverted, going against what the designers of the Score hair cream advert's values of being a male.
6) What is the narrative of the Maybelline advert?
The narrative of this advert i that the pair of beauty influencer are in New York and are trying to get "Bossed Up," by using the Maybeine mascara. The narrative is that after using thi product they go from normal people to bosses who are very important, as the advert is trying to suggest through the heavy use of gold and such.
7) What does the article suggest the Maybelline advert's message is?
That if you use the product, you will become bosses and that gender does't matter, as Maybeline go against the status quo by using a male a the star of the campaign, which had not been done before. They are trying to communicate the message that makeup is for both genders and such. Doing this was a bold move by the brand to try break down gender barrier.8) The final section of the article focuses on masculinity.
What do the Score advert and the Maybelline advert suggest regarding the changes in society and media between 1967 and 2017?
The score hair cream advert suggests that masculinity is being surrounded by beautiful female, killing a wild animal in the name of bravery and impressing women, whereas, Maybelline suggest that masculinity is being comfortable with your gender and sexuality, enough to go against the status quo and perform your gender role how you feel appropriate due to how many others there are who are trying to change the status quo and subvert typical common stereotypes.
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