The advert creates a narrative where the feminine male is quite comfortable with his femininity result in his interest in the mascara and uses another quite masculine male to contrast the differences in gender stereotypes.However towards the end of the advertisement the masculine male proves to be quite interested in the mascara and becomes more comfortable in his femininity.This advert in a way has an encoded message as Stuart Hall suggests which states that gender stereotype of men having to be hyper masculine has changed over the years.2) Cinematography: camera shots and movement
The close up of the mascara proved to be quite effective because it defined and outlined the glamorous detail of the mascara which made it look refined. The close up on the suitcase also creates suspense and tension indicating that what sin the suitcase will have an effect on the narrative of the advert.
3) Mise-en-scene: costume & props
The advert seems to be quite glitz and glamorous based due to the glittery suitcase and the feminine fluffy neck wraps which usually represent wealth so this advert may be targeting those of higher social class or they may be trying tomato the advert look more sophisticated so that people will be more likely buy it.
4) Mise-en-scene: actors, setting, lighting and colour
High key lighting was used to define and outline the detail of the product and portray the facial expressions of the actors.The adverts is set in a New York which is one of the most busy and wealth cities.It is a city of high profile for it"s success indicating that the product itself will automatically be successful to the audience.Soft colours such as pink and gold are used because it is more appeasing to the audiences eye.
5) Editing: pace, transitions and visual effects
The editing was fast paced which matched the fast and busy life in New York.
6) Graphics: text/graphics on screen
Bold fonts used catch the audience eye.
7) Sound: dialogue, music and sound effects
Quite upbeat music is used to set a happy mood which will motivate the audience ti buy it because they will feel as if happiness comes with the Maybelline mascara.The actors also ask each other rhetorical questions that they know the audience will want to know the answers to therefore engaging the audience in.
Maybelline 'That Boss Life': wider reading
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 branComplete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
This was because they used the first male to feature as the face of a Maybelline product which broke many boundaries. Also Shayla Mitchell who was the other actor was the first non-caucasian empowered women feature broke boundaries and opened a wholeness fielding the makeup industry for black women.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
The articles suggest that now feminine masculinity and homosexuals are more accepted in society and that gender stereotypes of men having to be masculine has changed.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
They are attractive because they have high social platforms so younger brands need them to attract younger consumers
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
Both of them have large platforms and breaks stereotypes. Manny Mua break gender stereotypes by being the first male to feature in a makeup advert. On the other hand, Shayla is the first non caucasian woman to take part in a makeup advert which breaks racial stereotypes.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
The crucial factor is to have somebody recognisable whois socially effective due to their huge platform on media
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?
The advert gives out the message that with female sexuality , men can conquer and take control making them more powerful In the industry.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The narrative consists of a male with a rifle gun that is sitting above a group of by five women dressed in sexualised hunting clothes, which attracts male consumers due tool gaze and also conveys the message that men were more superior and that they can control women.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The stereotype of women being inferior to men and having to be exposed sexually to catch male attention.Also that men are the creators of products whereas women are. usually the consumers.
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?
The preferred reading could be that men have the upper hand and are more powerful however the oppositional reading could be that men needed the presence of women sell the product indicating that they are dependant on females.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
Manny is a Mexican and Shayla an African American who both do not conform to feminine and masculine gender stereotypes but come together and are powerful regardless.
6) What is the narrative of the Maybelline advert?
Manny and Shayla check into a hotel in New York to open a golden suitcase they find which contains the mascara product which everyone yearns for. y applying the mascara they are instantly transported to a more sophisticated life surrounded by a Manhattan room ad glamorous clothes.
7) What does the article suggest the Maybelline advert's message is?
The message covered is the importance of male supremacy and self belief that they can be whatever they want to be and do not have to succumb to the male gender stereotypes.
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 between1967 and 2017?
IN the 1967 advert , it celebrated everything that is believed to be great about a patriarchal society whereas 2017, the advert is applauding the breakdown of the hyper masculine culture.
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