CSP 4 Maybelline
For our next CSP (number 4) we are continuing to look at the area of ADVERTISING AND MARKETING, looking at a much more contemporary representation (and construction) of identity. In other words, there is much more progressive and provocative representation of age, race, gender, sexuality, class (ie personal identity) than in the previous product (Score). So first of all here is the CSP that we are looking at:
TASK 1: TECHNIQUES OF PERSUASION
As this is looking at advertising the first task is to think about (and make some notes on) the way in which advertising persuades a specifically targeted audience to consume its product. In terms of the expectations from the exam board:
Students should be able to demonstrate knowledge and understanding of the persuasive techniques used in the advert and issues surrounding brand values, brand message, brand personality and brand positioning should inform the analysis.
So please watch this advert a couple of times, discuss with your friends and be prepared to feedback your answers to the whole class, think specifically about the following questions:
- Think about how Maybelline created an advert for this product. What elements are used to make this advert? What media techniques are used in this advert?
- What is the brand message and what values does this hold for a modern audience? What makes this advert different?
Some useful bits and pieces
Have a look at some of the following articles to help your understanding (and note-taking)
https://www.glamour.com/story/manny-gutierrez-maybelline-campaign
https://yourstory.com/2017/01/manny-gutierrez/
Maybelline Recruits Manny Gutierrez as Its First Male Beauty Star
You should also read page 15 of this Media Magazine ed 63 and you could try reading small sections of this academic paper called: Persuasive Techniques used in Marketing and Advertising, a thesis by Elizaveta Baryshnikova
If this CSP comes up in the exam you can expect your question to be based around discussion of the Maybelline advert mainly on representation of gender, age, ethnicity and lifestyle with opportunities for direct comparison with other advertising CSPs.
- The way the media through re-presentation constructs versions of reality
- How and why stereotypes can be used positively and negatively
- The processes which lead media producers to make choices about how to represent social groups
- How audience responses to interpretations of media representations reflect social, cultural and historical attitudes
- The effect of social and cultural contexts on representations
- Theories of representation including Hall
- Theories of identity including Gauntlett
TASK 3: notes and ideas
As ever make a new post – call it MAYBELLINE and categorise it – representation, maybelline, exam prep, notes etc.