THAT BOSS LIFE
Monthly Archives: November 2019
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Elements of what makes the article: The typographical features are sans-serif, meaning without decoration and this shows that the article is a serious one. The title of the article isn’t punctual which is to appeal to teen audiences that makes it seem cool and how the text goes against dominant ideology. The article talks about Manny personally and his YouTube which emphasises how popular he is with younger audiences now day. It also goes on about how he is into makeup which also goes against dominant ideology.
How it is different to an advert: An advert usually only goes on about a company’s specific product whereas this article talks about Manny somewhat personally and makeup generally.
Media techniques: The title is a radical text as it goes against dominant ideaology ‘Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand’, Sans serif texts. There is an iconic symbol of Manny as it is a photo of him.
Key Messages: That guys can wear makeup
and there is change In the industry and who it’s marketed towards. That makeup
livens up life.
Makeup advert
Media Techniques
The creators have used modern day techniques of a video to present their product
They have used an element of fear in the viewers to make them envious and long for a life like the characters in the advert
Audience reaction
Advert reflects current trends that anyone can wear makeup
Primary purpose = to inform people about a makeup product
Secondary Purpose = to inspire young people to be themselves and be confident in themselves
Key Message is to allow people to be confident and to show people that the modern day view on makeup and gender equality is changing.
language of moving image
| Technical Code | Denotation (ie what is it – simply describe what you see / hear) | Connotation (ie what does it signify) |
| Setting | hotel room in new York | high fashion, glamor, money, luxury lifestyles. |
| Clothing | plain white clothing to gold out fits | shows contrast between how you look before the massacre and after to promote the product as gold represent luxury. |
| NVC | confident, positive body language | confidence thats the massacre gives you. |
| Dialogue | excited tone of voice and all positive dialogue | Positive brand perception and makes the product seem exciting. |
| Sound Effect | magic sound affect | represent the product being ‘magical’. |
| Music | upbeat music | popular creates a uplifting mood |
| Camera shot size | zooming in on mascara appliactaion | Shows the product being used. |
| Camera movement | slow motion and zooming In/ focusing on the product | Helps shows the significance and point of the advert. |
| Editing | Enhanced gold effect |
BOSS LIFE ADVERT ANALYSIS
| Technical Code | Denotation (ie what is it – simply describe what you see / hear) | Connotation (ie what does it signify) |
| Setting | New York | travel bling expensive |
| Clothing | gold high blitz rich in fashion ( more sophisticated at the end once transitioned) | as gold associates with royalty, magic and wealth, it suggesting that if u buy this mascara, you will feel magical along with a sense of wealth |
| NVC | standing up straight up, tall confident | Suggests that they are in a dominant position once wearing the mascara. Linking to the color gold ( can have an association with royalty) it can give a sense of hierarchy |
| Dialogue | american speaker enthusiastic voice | with the american accent, it gives a sassy atmosphere voice of excitement tells us this mascara is an amazing product |
| Sound Effect | blinging sparkling | innovates beautiful, giving an expression that wearing the mascara makes you beautiful |
| Music | beat drop | music beat drops once they are “bossed up” and transitioned into the more sophisticated clothing. |
| Camera shot size | close up of mascara | showing the detail in the mascara |
| Camera movement | slow motion | shows slow shot of a scene |
| Editing | gold reflection form mascara | showing how “precious” the mascara is |
| Technical Code | Denotation | Connotation |
| Setting | New York. White room to Gold. Triggered by “bossing Up” | High class heightened by the product |
| Clothing | Plain average on all to gold I buy therefore i am | Bossing up makes you more attractive and glamorous |
| NVC | Happy, Extravagant, Hand movements,pouting, emphasizing beauty | Over the top voices and actions to emphasis being bossed up |
| Dialogue | Simple, Easy to listen to, Storytelling | easily understood and received by audience |
| Sound Effects | Magical, sparkling, | Emphasize effects of the make on your social ability |
| Music | Happy, upbeat, empowering, Harlem shake esc | relatable to younger generation |
| Camera shot size | Shallow focal depth Anamorphic Lens, captures only main people and product | |
| Camera movement | Little movement to simplify but only moves to focus on product or action shot | |
| Editing | Make up, Filters, On screen animation and images |
The Language of a moving image
| Technical Code | Denotation (ie what is it – simply describe what you see / hear) | Connotation (ie what does it signify) |
| Setting | New york | high life, traveling, wealth |
| Clothing | ordinary clothing transitions to gold | signifies change in confidence/power, applying makeup shows a change in wealth shows contrast of having no make up to then applying make up |
| NVC | posture, body language, facial expressions | showcased when makeup shaylas slants her hips with her hands on her hips then winks. this is to promote that to be like her you must have the makeup showcases the advert may be a bid mis- ingenious. |
| Dialogue | tone of voice | confidence and volume of voice raises due to applying make up, when before music changes their is a massive ‘BOSSD UP’. |
| Sound Effect | when the eyes sparkle | expresses beauty |
| Music | beat drop | when make up is applied used to show drastic change in confidence and looks once make up is applied |
| Camera shot size | close up of mascara | used to promote mascara to show that it is the best. |
| Camera movement | transitioning from suitcase | to bring viewer into that world of being surrounded by makeup |
| Editing | slow motion |
“THAT BOSS LIFE” – THE LANGUAGE OF MOVING IMAGES
| Technical Code | Denotation (ie what is it – simply describe what you see / hear) | Connotation (ie what does it signify) | |
| Setting | A penthouse overlooking New York | New York is known for being an extravagant place and a place known for luxury. New York is quite an expensive place to live, so it identifies wealth, which complements the golden colours used within this advert. New York is also known as the “place of dreams”, so it appears luxurious and a place all about glamour. | |
| Clothing | At the beginning, Manny and Shayla are wearing dull, ordinary clothing. However, when they open the mascara they transform and wear Gold. | Gold is a colour of luxury, thus identifying that this mascara gives luxury to the consumer. Gold is also a colour that symbolises wealth, thus emphasising that this mascara will “make your life golden and luxurious”. The way they wear ordinary clothing at the beginning shows the transformation that the mascara creates to the consumer. | |
| NVC | The way they pose towards the end looks quite fierce. | They have uses both a gay male and a female of darker skin colour to show diversity and inclusion. The way they pose at the end of the advert, looking fierce while staring into the camera and holding their hands on their hips show a bit of sassiness, thus emphasising that this mascara brings confidence to the consumer. | |
| Dialogue | In the middle of the advert, Manny and Shayla say “Let’s get bossed up” | “Bossed up” emphasises that they want to transform through using this mascara. “Boss” can mean leader, also meaning powerful, so the way a gay man and woman of a darker skin tone get “bossed up” show that they are powerful and are included within makeup, as stereotypically, males don’t usually wear makeup, however, with this advert, Maybelline goes against this dominant ideology. | |
| Sound Effect | When they get “bossed up” and open the suitcase there is a glittering sound, sounding almost like a magic wand | The sound effect of a magic wand shows the transformation of both Manny and Shayla, taking them into a parallel universe where everyone is included and they are able to “lash like a boss”, thus showing power and identity to the minorities. | |
| Music | Strong drum rhythm throughout the advert | At the beginning, the drum rhythm sounds a bit like a heartbeat, thus creating a rhythm to sound alive, as if using this befire this mascara you are in reality. However, when the briefcase opens, the music becomes more angelic and like a harp, sounding all futuristic and nostalgic. | |
| Camera shot size | The camera size shrinks and zooms into whenever the mascara appears. | This draws the attention to the mascara as there is nothing else to see, thus putting all our attention to the mascara and its application. The focus also increases on the mascara, thus showing every detail of the mascara and the “beauty” of the product. | |
| Camera movement | Slow motion when they open up the briefcase and throw the mascaras out of the suitcase | The slow motion slows down time and puts our attention into when they are throwing the mascara out of the suitcase, thus putting all our attention to the mascara. The focus also increases on the mascara, thus showing every detail of the mascara and the “beauty” of the product. | |
| Editing | There is glittering when they shows the mascara product. Thus emphasising the beauty of the product. The glittering effect also gives attention to the mascara and it seems as if it should be admired and is showcasing this product as glamourous, which complements the setting of the advert in New York. |
Boss life table
| Technical Code | Denotation (ie what is it – simply describe what you see / hear) | Connotation (ie what does it signify) |
| Setting | New york, hotel room | glamour, high fashion, fame, travel |
| Clothing | plain white clothes then transitions to golden suits | represents how the boss life changes your life to more sophisticated. |
| NVC | confident body language | confidence, strong, fashionable |
| Dialogue | Excited expressions and catchy lines eg, “bossed up” | relates to the boss lifestyle |
| Sound Effect | Magic glittery sound | could signify a magic wand of changing your life after using the product. |
| Music | Upbeat trap | Modern, young and popular |
| Camera shot size | application of the mascara | shows the product being used perfectly |
| Camera movement | Slow motion and zooming in on the product | Draws the attention of the viewer by extending time. |
| Editing | The transition between normal life and boss life |
the language of moving images
| Technical Code | Denotation (ie what is it – simply describe what you see / hear) | Connotation (ie what does it signify what’s the meaning behind it) |
| Setting | a New York hotel room, 2 friends enter then open a suit case whole set changes and is ” bossed up” (glittered up and new sound affects/music is added) | as the bland room changes into a brand new room it shows the world transforms when the product is applied |
| Clothing | Neutral coloured clothing to start of with then after being bossed up clothes change to golden black and sparkle. | this shows again the transformation the product creates |
| NVC | The gestures and body language are done through out the video to show how amazing everything is | body language first displayed is exaggerated to show emotions of happiness and excitement then after they are bossed up they use stances that are considered powerful, strong and cool. To show the audience that it wasn’t just a physical change it was a mental change in confidence. |
| Dialogue | using unnatural conversations promoting the product then using slang for the slogan and for the advert. | convo used for promoting the product and using slang for the slogan then used for the advert suits easier for audiences to remember them. |
| Sound Effect | sound affects of subtle music beat under the characters voice, leading up to when they get bossed up the music increases and lots of sparkling and shinning sounds are used | the sound affects used are subtle music beat under the characters voice so the music is in the whole video and doesnt come in randomly in the video and as they get bossed up the music increases into a climax and lots of sparkling and shinning sounds used to emphasise the products desire by the viewer, explaining how the product is life changing. |
| Music | drum beat with dubstep leading the transformation of being “bossed up” | simple beat to get stuck in audiences heads so the advert becomes more rememberable because its easier to remember tunes over dialoge |
| Camera shot size | slow-motion skills are used plus different camera cuts for different angles and frames of time in seconds | this is done to make the product look more interesting and to show how life change the product is |
| Camera movement | slow horizontal smooth moving camera around the room plus the rise and fall after the suitcase is opened | this is done to make the product look more interesting and to show how life change the product is like its entering a new world when using the product |
| Editing | camera cuts are used quite a bit to jump from frames showing the product isn’t just bossing up the actors but bossing up the world(set) | this again shows us about the transformation the product supposedly creates |