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.
