Maybelline 'That Boss Life' - Case Study

Close Textual Analysis

Narrative & Genre

• Manny and Shayla are Propps' 'Heroes' since they have both a transformative influence as well as a quest to obtain the mascara, this makes the bellboy Propps' 'Donor' since he provides them with the gold case that contains the abundance of mascaras.
• Barthe's Enigma Codes are 'What is the product?' which is revealed through the 'treasure chest' opening shot
• The Action codes are the pride in their appearance as well as them opening the gold case and then applying the makeup which aids their star-studded transformation
• It fits into the reality TV genre with aspects of Romantic Comedies and coming of age tropes.

Cinematography

• Close up shots of the eyes - display the product and its versatility as well as linking to the audio codes of being 'bossed up' 
• Fast paced editing with lots of zooms amplifying the synergy within the advert as well as giving the advert a contemporary feel
• The fast movement also mimics the 'follow me around' vlogs and link to their jobs as youtubers
• closes with a shot of the product, aesthetically pleasing and connotations of luxury through the gold and marble outlay.

Actors, setting, lighting & colour

• Focus on aesthetics which mimics social media and has a self referential aspect to the artificiality of social media influencers
• MannyMUA subverts Latino stereotypes however conforms to the stereotypes of a gay men that are perpetuated in the mainstream media
• Shayla subverts stereotypes of black women in the media
• Colloquial terms that are appropriate to the Zeitgeist however give the actors a strong over the top reality tv persona
• Manhattan is a classic movie setting of the 'Golden' era of film - connotes luxury and the hotel room itself is minimal and has the artificial vlog feeling. It also connotes recreational behaviours and a 'let your hair down' narrative
• Gold lighting - Indiana Jones
• Natural lighting - Youtube 
• Mascara will raise your status - gold colour

Costume & Props

• Mundane clothing at the beginning contrasts the 'glam' aftermath connotes how mascara will lead to success or a raise in status also has coming of age elements as they mature/grow up and gain an aura of sophistication
• Parody/Intertextual reference - mascara is money and it connotes an excess of wealth and is priceless and is included in most shots - conventional to adverts
• Narrative synergy - The change in costume and setting evidences the idea that this mascara will give you the appearance you need to achieve 'all this'

Editing & Graphics

• Gold flares - dramatic and offer visceral pleasures 
• Pace quickens and slows down emphasising the effects of the mascara
• Slow motion with the 'treasure' and 'money' scene allows focus on the product
• Transformation shots are jump cuts which connotes excessiveness and illuminate the product.
• '#' is part of the zeitgeist and shows audience involvement and allows audiences to be involved and voice their opinions
• Cyclical reinforcement of the mascara with contemporary aesthetics
• 'Maybelline presents' is a take on a film opening with an industry reference whilst the first names are informal and suggests that the audience are already on first name basis.

Sound

• Upbeat, modern and catchy music that's memorable and links to the sequel with a beat drop that correlates with the transformation and gets the audience to anticipate the finale
• the colloquialisms and slang used are with the zeitgeist with words such as 'girl' and 'blessed' being common slang terms on the internet
• sound effects are cartoonish and have angelic connotations

Wider Reading

Why was this campaign such a landmark for beauty product advertising?

• It was Maybelline and the mainstream British makeup industry's first collaboration with a male makeup artist. 

What do the articles suggest regarding the changing representation of sexuality and masculinity?

• Brands are becoming much more inclusive and the representation of gay men in the beauty industry as well as other lgbt representations in the modelling industry is becoming more normalised and common.

Why might 'digital influencers' be so attractive to companies?

• Digital influencers have a large online platform, which can allow a large product reach through association. Followers of the digital influencers can be influenced into buying the product especially makeup brands as the importance and reinforcement of aesthetics is so prevalent on social media so product endorsement has a high turnover.

Why do you think Maybelline chose to use MannyMUA and MakeupByShayla in particular?

• They're 'beauty gurus' with a combined follower reach of 5 million followers.  

What does WWD suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?

•  That they have a social media following that can appeal to a younger generation.

The Changing Face of Masculinity

What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?

•  That if a man looks good and has power, they will conquer and become desirable.

How does the article suggest the Score hair cream advert uses narrative to sell the product?

•  The use of the copy and constant reassurance about how this enhances masculinity and power and that no women have had any role or influence on this product BUT they will flock to you if you use it. It reassures men that buying grooming products isnt effeminate. 

What 1967 stereotypes does the article suggest the Score advert reinforces?

•  Masculine superiority and stereotypes implemented by a patriarchal society.

What does the article suggest are the preferred and oppositional readings of the Score hair cream advert?

•  The dominant reading would be that as a heterosexual male if you take care of your appearance and use Score hair cream you will achieve everything you have ever desired such as power, sex appeal and control and have nice hair. The counter-hegemonic reading would be that this presentation of a man is unattainable and damaging to the male target audiences self esteem whilst presenting women as exclusively decorative.

Why is the background of Manny Gutierrez and Shayla Mitchell significant?

•  They go against the stereotypes of their gender, their race and their sexualities and present the idea that if you wear the mascara, no matter who you are it will transform you into a more sophisticated, cosmopolitan version of yourself.

What is the narrative of the Maybelline advert?

•  Checking into a hotel room, opening a suitcase of mascara that closely resembles treasure, applying the mascara and undergoing a complete transformation from 'drab' to 'fab', ending with a sophisticated and glamorous look, congruous to the luxury hotel room.

What does the article suggest the Maybelline advert's message is?

•  It is empowering to the youth and suggests that a positive and powerful mindset can be achieved through 'a flick of a mascara wand'

What do the Score advert and the Maybelline advert suggest regarding the changes in society and the media between 1967 - 2017?

• They have changed the meaning of gender and how gender is consumed by contemporary audiences. Having strong, traditionally masculine role models is no longer healthy and allowing boys to have more choice steers away from the stigma of subverting these ideas and the fear of emasculation is no longer something that's prevalent in the younger demographics in 2017.