Glamour

1. Big Shot Mascara by Colossal​
2. Two firsts for the brand= teamed up with influencers and its first-ever partnership with a man as the star of the campaign ​
3. Makeup brands are more understanding that makeup isn’t just for girls​
4. In October CoverGirl made James Charles as its first-ever Cover Guy​
5. Brands like Milk Make and Anastasia Beverly Hills have been advertising Men in ads and social media for a more inclusive and universal approach to beauty​
6. Giorgio Armani launched a gender-neutral lip balm the his/her Lip care​
7. Manny the beauty vlogger and social media influencer  with almost 3 million followers and gives makeup advise and inspiration to men and women he was thrilled to be working with a global brand like maybe line​
8. His inclusion in a nationwide ad especially hits home following the Internet backlash that went down this week over ASOS’ choker necklaces for men. (As writer David Yi over at Allure put it, the backlash “promotes the dangerous sentiment that men are supposed to adhere to hypermasculine culture.”)​

Your Story Manny G

1. Boundaries are being broken in the beauty and modelling industry​
2. The ‘Tall, white and skinny’ expectation now has diversity with different races, sizes and genders being represented​
3. Examples such as Manny MUA as Maybelline’s first male ambassador, as well as being an online gay role model is showing development throughout the industry ​
4. Having representation in the media of a wide range of identities is important and provides support and confidence for younger generations to be confident and secure in themselves

Media Magazine

1. This article tells about the difference between advertising the 1960s to the present. It describes an old still advert for a hair product which depicts 5 women carrying a masculine man adoringly, and advertises the product as highly masculine, only made by men and makes you appear powerful. This shows the heavy gender expectations set on men at the time, that they must be in control and adored by woman.​
2. It tells how the ideas represented in the media were forced on their audiences and everyone was expected to fit into one idea of what they should aspire to be like​
3. Maybelline’s ‘The Boss Life’ advert shows how much the media has advanced, with a gay man promoting a beauty product with an upbeat happy style and setting, exploring the ideas of different representation in the beauty industry. It challenges the expectations of masculinity and showing progression through time in the media

Psychology In media

1. To have a successful marketing campaign the understanding of the target customer is crucial. ​
2. Consumer psychology relies on social cognition ​
3. By analyzing basic background factors helps marketers develop techniques, they can implement to get a better response to the product and keep a customer’s attention. Persuasion is implemented during all the stages of marketing. 

Motivation and Perception

1. First of all, it is important to understand what motivates the consumer. Marketer’s task is to discover what motivates the consumer and awakens the triggers. ​
2. Another pressure point is emotions. Certain emotions a human is experiencing can be a motivation for the purchase. Marketing activities can be used in a way to cause, shift and influence the emotions and as a result increase the response and attention to the product.​
3. Additional important attribute affecting decision-making is perception. Perception forms through unconscious response to and interpretation of stimuli. Vision is the most powerful stimulus and the easiest one to implement in marketing. Colour, shape, size or align of the advertisement can affect perception. For example, cool colours such as blue have a calming effect. ​

Use of Fear

1. One of the most widespread techniques in advertising is playing on human’s fears. Fears come in different forms and what is surprising though is that fear is in a way attractive. In addition, fear is known to bring humans together uniting them against a potential threat.  This comes in handy for marketers. ​
2. There are high-fear and low-fear approaches in advertising as well. High-fear approach emphasizes such aspects as death. Low-fear approach creates anxiety and as a result, a son attempts to eliminate the feeling of tension. Each approach, however, implies that using a certain product can prevent negative outcome.  ​
3. Most have a fear of failure. Beside the idealistic self-image the person aims to, there is also a feared self they try to avoid. Sometimes marketers go further and start influencing subconscious by showing the insecurities people were not aware of​

Theorist	What does it mean (in your own words)	How does it apply to the advert (in your own words)
Equilibrium	Every story has an exposition, conflict and resolution or beginning, middle and end.	They begin with plain clothes, the bell boy brings in the product and they are transformed.
Binary Opposition	A pair of related concepts that are complete opposites like good and bad.	Male and female, straight and gay, white and black, New York and somewhere less glamorous
Character Types	Stock characters that audiences recognize from other narratives like the hero, the villain, a princess, the father etc.	The mascara is the hero as it transformed , the villain is other makeup brands, the two influencers are the princes as they got saved.

Theorist	What does it mean (in your own words)	How does it apply to the advert (in your own words)
Equilibrium	The state of being at equilibrium is being constant and fine with nothing bothering you e.g all stories will have a exposition, complication and resolution. Equilibrium would be at the beginning then the complication happens and ruins it but the resolution brings it back to equilibrium.	The advert starts off at equilibrium when they’re happy and feel comfortable with what they’re wearing and how they look then the mascara is the complication because they want to be ‘bossed up’ and once they’ve used it they’re happy and comfortable again therefore at equilibrium.
Binary Opposition	Binary opposition is a pair of related concepts that are completely opposite e.g white&black, North&South or the could be a neutral balance e.g a product only for women and not for men has been made available to both genders.	This advert has made a product genuinely associated as a product only for women and made it neutral for men and woman by having both genders in the same advert. They have also used a black woman and a white man to make it neutral. The opposites are they’re in New York to show how extravagant they are as opposed to St. Helier a small Jersey parish that isn’t very glam.
Character Types	There are certain types of characters which are always within stories e.g they may have different personalities but they play a role like a hero, villain, victim, princess, dispatcher.	The heroes were MannyMUA and MakeupbyShayla as they’re the main characters and they use the product and are magical and special. The suitcase man is the dispatcher as he gives them the product and the other makeup brands are the villains as they’re trying to defeat and beat them.

Theorist	What does it mean (in your own words)	How does it apply to the advert (in your own words)
Equilibrium	Todorov’s Theory  That every narrative follows a three part structure. the begins with equilibrium where everything is balanced then something disturbs the equilibrium then they resolve it.	at the beginning they are happy and enjoying what they have. Then the bellboy brings in the suitcase ruining the happiness of the plain room. They then get ‘bossed up’ and are even more happy with the gold and sparkly room.
Binary Opposition	Binary opposites are used to thicken the plot and further the narrative since its 2 oppositions again each other
Character Types	Propp suggested that every narrative has 8 character types. the villain. the donor, the helper, the hero, the princess, the false hero and the dispatcher	the villain= having no makeup the donor= bellboy the helper= makeup the hero= influencers the princess= the false hero= the victim=

Theorist	What does it mean (in your own words)	How does it apply to the advert (in your own words)
Equilibrium	Todorov – Has a beginning-middle-end, It starts and ends in equilibrium, peaks in the middle (disruption) but balances out again towards the end	The influencers enter the room and a bell boy comes in with products, everyone puts one the Boss life mascara and everyone becomes ‘Bossed up’ including the bell boy, towards the end there’s less excitement and is more calm
Binary Opposition	Levi-Straus – There’s always a conflict/opposition in the story, this helps the receivers to come to a conclusion (generally people should agree with message given) people like to have 2 sides when deciding their opinion otherwise they may be put off with there only being one side	– Boring bell boy life and then he gets happy and excited due to being ‘Bossed up’ – Plain spacious room which emphasises the mascara when it comes into the advert, bright gold product
Character Types	Propp – There’s always the same character types in every movie, book, magazine, news article etc. e.g: hero, villain, victim	– Influencers are the hero’s – Bell boy is the dispatcher and possibly the victim as he has to watch the others get ‘Bossed up’ until he’s able to also get ‘Bossed up’ – Money is the villain

Theorist	What does it mean (in your own words)	How does it apply to the advert (in your own words)
Equilibrium	todorovs theory. a state of balance in a story before the main character goes on a quest and goes through the stages of a story	before the mascara is applied
Binary Opposition	two or more oppositions in media or characters that fulfill a function	representation of gay person compared to straight woman
Character Types	set presets of characters that are often portrayed in media