| Technical Code | Denotation (ie what is it – simply describe what you see / hear) | Connotation (ie what does it signify) |
| Setting | New York apartment | Wealth and luxury and fame |
| Clothing | Plain and normal everyday clothing at first but once they’re bossed up their clothes are gold and glam. | That one you wear the mascara you look rich and super glam |
| NVC | Suitcase man had a smirk and shrugged his shoulders | He knows how amazing the mascara is and he knew it wouldn’t disappoint |
| Dialogue | The words ‘bossed up’ | That the mascara will make you look a ‘boss’ which is usually associated with the best therefore you’ll look great |
| Sound Effect | Twinkle sound effect | Implying that this mascara is magical and will transform your looks |
| Music | Upbeat hip hop style music | This mascara will make you look cool and the music catches your attention |
| Camera shot size | Wide shots of room | Showing how expensive and good your life will be once you buy the mascara and showing product in the background |
| Camera movement | Zooms into eyes and mascara | Showing the audience how great this mascara is and how nice your lashes will look and how great and expensive and golden it looks |
| Editing |
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elements of maybelline
Dennotation and Connotation
Elements
the LANGUAGE of moving image 🤷♀️
| Technical Code | Denotation (ie what is it – simply describe what you see / hear) | Connotation (ie what does it signify) |
| Setting | New York city, streets, hotel room and back alley. then gold room. | expensive city, nice room connotes rich and elite. |
| Clothing | normal clothing, normal hotel staff uniform/ dark colours, then gold clothing/gold uniform/sparkly clothing. | gold connotes rich and luxurious. |
| NVC | ||
| Dialogue | ‘lets get bossed up’ | connotes that the product will make you a boss. the word boss has connotations of being in charge and being important |
| Sound Effect | sparkly sound when the gold case comes in. | connotes the case has something in it that is special and expensive. |
| Music | music in the background after they get ‘bossed up’. | connotes that life gets more exciting after they are ‘bossed up’ as the music gets louder. |
| Camera shot size | ||
| Camera movement | ||
| Editing |
Language Of Moving Image
| Technical Code | Denotation (ie what is it – simply describe what you see / hear) | Connotation (ie what does it signify) |
| Setting | New York | Glamorous, Fashionable, Wealthy/Rich, Modern |
| Clothing | Starts off dull/plain and simple but becomes Sparkly, Gold and Fancy | Glamour, Wealth, Mascara will make you feel good and ‘Bossed up’ |
| NVC | Gestures, Shift in representation of identity | Indicating Bossed up mascara is a good product, Stereotypes are changing |
| Dialogue | Interaction with each other and the product, Energetic | Introduces product, Enthusiasm |
| Sound Effect | Kind of ‘Twinkly’, Swoosh | Magical, Sparkly, Bossed up, sudden change in perception |
| Music | Upbeat, Modern, Classy | Bossed up mascara is a classy product, gives confidence |
| Camera shot size | Wide Angle | A lot to take in |
| Camera movement | Angles change throughout the advertisement | Implies how the product can make you feel, can feel better about yourself if you use this product |
| Editing |
| Technical Code | Denotation (ie what is it – simply describe what you see / hear) | Connotation (ie what does it signify) |
| Setting | new york | success, wealth and high-end |
| Clothing | clothing goes from greyscale to shiny gold and silver | transformation |
| NVC | they appear confident and powerful after applying the mascara | this product will give you unshakable confidence |
| Dialogue | they stop talking once they get “bossed up” because they don’t have to | shows that their power speaks for them |
| Sound Effect | sparkle | magic, transforming |
| Music | hip hop | feeling powerful |
| Camera shot size | Different camera angle cuts | shows the product being used and provides evidence to the audience that they are using the product so the results are more realistic |
| Camera movement | emphasizes the transformation | power |
| Editing | enhanced gold effect | shows the suitcase as being valuable and worth a lot |
LANGUAGE AND CONNOTATIONS IN “THAT BOSS LIFE”
| Technical Code | Denotation of the advert – What is in it and what is it trying to promote | Connotation – What is it signifying) |
| Setting | New York penthouse, whole set changes when Manny and Shayla opens the golden suit case filled with the mascara. everything transforms into the theme of the mascara and is ” bossed up” (intensified music and everything is golden) | |
| Clothing | Bland basic clothing to start with, then transitions into bright golden clothing. | |
| NVC | Body language that was first displayed is exaggerated and flamboyant to express deep emotions of happiness and excitement. after they are “bossed up” they start to model themselves into powerful, strong and cool stances to show the audience that not only was it just a physical appearance change, it was a mental change as well. | |
| Dialogue | Conversations promoting the product. | |
| Sound Effect | Subtle trap and upbeat music under the characters voice. Music increases when Manny and Shayla transform. Lots of shimmering chimey sounds used to emphasise the products desire for the viewer. | |
| Music | Trap music with a heavy beat throughout the whole advert | |
| Camera shot size | Different camera angle cuts (long shot, closeup, extreme closeup) to show off that you can look good at any angle with the mascara. | |
| Camera movement | Slow-motion shots used to emphasise the sleek and hotness that the makeup can supposedly make you. | |
| Editing | Different camera shots are edited with music to again, emphasise how amazing you can look with the mascara. |
Language of moving image (boss life)
| Technical Code | Denotation (ie what is it – simply describe what you see / hear) | Connotation (ie what does it signify) |
| Setting | Flat, high up | Power |
| Clothing | Dull ordinary clothes change to shimmery gold clothing | Change in peresective, feel like a boss |
| NVC | Shift in representation of identity | Identity is becoming more fluid and stereotypes are changing |
| Dialogue | Energetic | Shows enthusiasm |
| Sound Effect | Swoosh | Shows the sudden change in perspective / identity. (transformation) |
| Music | Upbeat | Confidence and enthusiasm |
| Camera shot size | Wide angle | It’s a lot to take in |
| Camera movement | Changes angle | Different perspectives / views, how the product can change the way you feel |
| Editing |
BOSS LIFE
Theories of audience reception
Cultivation theory: explains the long-term effects and the more something is seen, the more people believe it’s true, that they should watch it or that they should use it.
The more the Maybelline advert is shown, the more people will want to try out the product to see whether the product is as good as it’s suggested. Due to the fact that the product is made to seem so good, to back this up the product is gold. This suggests a magical effect or a sense of luxury. The audience watching the video are then intrigued to want to try it out in order to be made to feel this specific way.
Reception theory: someone’s opinion is stated then a comment can be made about their statement which can be positive, negative or undecided so that people can agree or disagree.
In the Maybelline advert shown, the two youtubers featured in the video are stating how great the product is that people should invest in it and buy it. However, people might be intrigued to buy the product or others could disagree and not want to buy it.
Many factors could affect whether the audience take the dominant, oppositional or negotiated reading.
- Age
- Beliefs
- Culture
- Gender
- Life experience
- Mood at the time of viewing