'That Boss Life' close textual analysis
Use your notes from watching the video to write about the connotations and representations created by the following technical and audio codes. Write at least a paragraph on each:
1) Narrative & genre: narrative theory and sub-genre
The narrative could be that they both find an apartment in NYC and then decide to get 'bossed up'. The mascara is essentially the 'hero' of this as it is presented as a 'wand' that'll fix anything.
2) Cinematography: camera shots and movement
The close up of the tag along with the 'magic wand' effect shows how important this product can be rto enhancing your life. Close ups of the product and the centring of the product highlight its importance. Extreme close up of the eye gives hints of a 'vlogger' like transformation and it also opposes the classic beauty adverts that we normally see.
3) Mise-en-scene: costume & props
The gold suitcase is an intertextual reference to films like Pulp Fiction and Mad Money. The transition from the room being a white to it being gold shows the audience that the product gives you a massive boost and knowing the extent of the change, as shown by the gold, makes the audience want it even more.
4) Mise-en-scene: actors, setting, lighting and colour
New York; setting. NYC is a well known city and it is one that many dream to live in one day which sets up the desire for the audience. The idea of an American city hints at a high-flying lifestyle as well as lots of money. LOTS OF GOLD - connotations of luxury and royalty.
5) Editing: pace, transitions and visual effects
The fake glimmer of the tag shows the 'magical' emphasis. The slo-mo cliche of throwing it in the air references the parts of movies where they throw money or gold in the air, suggesting that the product has the same value and importance as it's in abundance. The idea of the gold case and the product being in gold adds an exaggerated sense of luxury.
6) Graphics: text/graphics on screen
The anchorage at the beginning is an introduction to these 'famous celebs'. There is a hashtag to create public excitement for the product and to make fans engage on social platforms.
7) Sound: dialogue, music and sound effects
The sound effect of the tag at the beginning is that of a wand which sends connotations that this is magic for the audience.
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 brand
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
It was the first every Maybelline campaign to feature a male.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
usually ads promote the dangerous sentiment that men are supposed to adhere to hypermasculine culture.") As we continue to celebrate beauty as a way for women to express themselves, it's equally important that men have the same right—whether that's getting the peace of mind of being able to dab a zit with concealer or the freedom to wear a full face and falsies.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
The digital influencer phenomenon has already spread to the mass market, and Maybelline is certainly not the first mass brand to add a male makeup enthusiast to its system — last year, Cover Girl announced its appointment of James Charles, an Instagram makeup artist, to its roster of brand ambassadors. The campaign generated buzz because Charles is a teenage boy.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
They're both highly influential social media stars who have a huge impact. MannyMua is openly gay and is also Mexican so it provides an alternative view on masculinity and nationality.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
Some mass-market brands are eschewing the influencer route. Just this week, Revlon announced it was adding Gwen Stefani, a more traditionally established celebrity, to its ambassador lineup.
“It tends to be a younger brand attracting younger consumers for which the power of the influencers is really strong,” noted Liebmann.
In today’s consumer climate, said Liebmann, celebrities aren’t totally out — but it helps if they have a social media following.
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 audience required photography rather than illustration to make the advert look more realistic.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
It's 'made by men' which reinforces typical patriarchal ideologies.It is solely for men, it smells manly and using it will not feminise you in any way. The brand’s personality and voice is all about masculine supremacy and self-belief, and is heavily reinforcing stereotypes of a patriarchal society.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
Men are dominant and that women are subservient to them as suggested by the positioning and eye contact. As a heterosexual male, one can achieve everything presented before them in the picture: power, control and sex appeal, with better hair.
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?
An oppositional reading or a critical interpretation would be that the macho-laden ideas presented in this image are damaging to male self-esteem and present women as passive and merely decorative (although they’re good for carrying your ammo).
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The video ad touches on issues of gender representation, ethnicity and lifestyle. They are both social media influencers and can have a big impact on how the product sells. Manny is also gay and therefore opposes typical gender expectations.
6) What is the narrative of the Maybelline advert?
The advertisement tells the story of two YouTubers, Manny Gutierrez and Shayla Mitchell checking into a New York hotel room with stunning views of the city. They open up a gold, glittery suitcase and out tumbles the product that everyone wants, the ‘Big Shot’ mascara.
7) What does the article suggest the Maybelline advert's message is?
That Maybelline 'transforms' you into a magical state. It utilises many sounds as well as a motif of gold and 'magic transformations' to show that this makes you stand out.
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?
Blogger Matt Walsh openly criticised Gutierrez, saying: ‘Dads, this is why you need to be there to raise your sons’ implying that strong masculine role models, perhaps like the guy in the ‘Score’ commercial, can steer their sons away from a damaging and emasculating interest in beauty and make-up.
This contrast encompasses the different views of masculine acception in the gap of 50 years.
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