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csp 4- maybelline (notes)

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Y12 Media Studies: Shriya Patel: MAYBELLINE "THAT BOSS LIFE PART 1": CLOSE CASE STUDY ANALYSIS
  • Beauty vlogger and makeup artist Manny Gutierrez is the first male model for Maybelline
  • Shayla Mitchell (Makeupshayla) is an Instagram influencer
  • Manny has had to deal with constant homophobia throughout his life
  • Not only does this add represent inclusion of different sexuality’s, it also represents inclusion of different genders and races too
  • Manny’s sexuality is greatly exaggerated, along with his “cringe” vocabulary which I think represents the makeup brand Maybelline trying to make an impactful advert that you will remember, even if its remembered for being tacky and cringe the point will still be there
  • The product is also portrayed as being able to work “miracles” as it is seen making the two actors more appealing and turning various items gold, as well as glamming up the butler and giving him a new swag appearance and behaviour.
That Boss Life

Semiotic Analysis

Colour Codes

  • Most obvious is the colour gold, introduced when the butler brings in the trolley of luggage including a gold suitcase. Stands out as it contrasts the dull colour pallet of the start of the video. When the suitcase is opened an angelic sound plays, angelic sound effect, an important aural code in the text, and their positive reaction reinforces the mental concept of beauty and bliss.
  • Upon opening the suitcase, the whole room turns gold, and a gold filter is applied to the footage
  • The marketing team are obviously trying to connect the Maybelline brand to this culturally important colour code.
  • Gold is obviously a rare/ expensive mineral and so has connotations of wealth, power & status
  • The above is the second order of meaning from Roland Barthes’s theory (sign consisted of two parts, the form and the concept)
Exam Prep, Maybelline, Notes, Representation

CSP 4:Maybelline

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The dominant reading of the text is obviously how Maybelline’s mascara can have a transformative effect on your life. The advertisement also raises brand awareness. Since you have to study the text in terms of media language, we should look at the signs and some of the technical aspects of filmmaking used to encode this message .

The most obvious signifier is the colour gold. The producers then direct the viewer’s attention to the gold suitcase on the trolley by making it stand out among the other pastel-coloured cases and tracking the camera so it dominates the mise-en-scène.

In the advert, they have tried to relate to their target audience by having them dress quite casually and speak like young people would on social media.

He has also spoken about dealing with homophobia. “I’ve gone through all of it, I’ve literally heard every single name in the book be told to me,” he recalled. “So, don’t be discouraged by anyone, as long as you’re confident in yourself and just keep doing what you’re doing.”

Advertising, Maybelline, Representation, Research

Maybeline

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Articles about Manny MUA:

THAT BOSS LIFE FEATURING MANNY AND SHAYLA Part 1

“over three million followers on Instagram and over two million subscribers on YouTube” “you’ll recognize him”- he’s popular on social media

“Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal” (Title for ‘Glamour’). “makeup isn’t just for girls; it’s for guys too” Manny stands by his mission to provide makeup advice and inspiration to men and women. No matter their gender, he’s encouraging everyone to “lash like a boss.” This shows his confidence and desire to encourage everyone to be themselves and enjoy themselves. Manny reflects a current trend of cosmetics companies to adopt diversity in their advertising” “Our current mood is basically the praise hands emoji.”(Glamour)

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Maybelline

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In 2017 Maybelline made a male model the face of their brand. Just a decade ago, modelling was a field that fared poorly in terms of diversity and inclusion. ‘Tall, white and skinny’ was the description that would fit most models. But, now, with black and Asian supermodels, along with the popularity of several plus-size and transgender models, modelling has become a much more inclusive space. Now pushing the frontiers further, a gay YouTube star has become the first male model for international cosmetic giant Maybelline. With over three million followers on Instagram and over two million subscribers on YouTube, Manny Guiterrez is already extremely popular. Manny tweeted, “Can’t believe Maybelline posted me on Instagram. I think I’m the first boy they’ve ever posted! We’re breaking boundaries guys!”

https://yourstory.com/2017/01/manny-gutierrez/amp

“Maybelline New York is available in over 129 countries. Founded in 1915 by an American chemist on behalf of his sister Maybel”

 “In 2020, an estimated 4.48 million people used Maybelline eye make-up”

“The brand’s personality and voice is all about masculine supremacy and self-belief, and is heavily reinforcing stereotypes of a patriarchal society”

“The tone of the campaign is exciting, upbeat and of its time. It is easy to see why Maybelline New York chose the pair for the campaign. Manny and Shayla have strong, fun personalities; they have grown their own star image through vlogging beauty tutorials so have a clearly defined youth audience. Both emphasise how important it is to be comfortable with yourself and ‘live like a boss’, a positive mantra that is already well used and ingrained in everyday vernacular, especially with the younger generation. The mode of address of the whole campaign is youthful and empowering. Slogans like ‘let’s get bossed out’ suggest a positive and powerful mindset that can be achieved with just the flick of a mascara brush.”

Advertising, Exam Prep, Maybelline, Notes

CSP 4 – Maybelline Notes

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Maybelline have recently created new ad campaigns featuring male models, such as Manny Gutierrez. This is the first time males have been associated with makeup products in this way, and it tells us that makeup is not just for women, but for men as well. This is big because after decades of only making makeup products and depicting them as things that should be worn by women, impressionable men are being given role models to look up to who can reinforce their thinking that they can wear makeup too.

New Notes

The Maybelline advert tells a story of a man and woman checking into a hotel room, and then finding makeup products from Maybelline. After simply applying the mascara, both the wearers (male and female) are instantly transported to a more sophisticated cosmopolitan life surrounded by the finer things: a Manhattan hotel room, glamorous clothes and the promise of admission to the hottest clubs in the world’s greatest city. The ad, like its 1960s counterpart, uses an aspirational image showing two friends who do not conform to masculine and feminine ideals but are nonetheless powerful: happy in their own skin, confident
in their bodies and their sexuality.

The tone and attitude of the advert is one of upbeat positivity, with the people involved clearly having strong, confident personalities. This is effective because the impressionable and potentially young audience is given role models to look up to, and so they may feel more confident in themselves through watching the advert and buying the product.

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Score notes

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Textual Analysis:

In this ad the viewer can see a man sat on a Sedan chair, being held up/carried by 5 objectively attractive women. By their clothing the viewer can be left to assume that this ad takes place in a jungle, since jungles are humid this conveys the message that the hair product can withstand humid climates. Furthermore, the clothing can also be seen to explore the idea of a sexual nature.

Semiotics:

-Sub text “get what you’ve always wanted” to show that this was his fantasy and it came true all because of this product.

-Dominant signifier (Male in the top, centre)

-Paradigm (Collection of woman to show off the male)

-Anchorage (Collection of woman carrying the male)

-Code (Paragraph shows how this man has ended up being worshipped)

-Reactionary (At the time, it was a patriarchy, so the man is being carried above everyone else and is being praised)

Representation:

This ad represents men heterosexually and that their main objective is to be popular with woman above all else. It also implies that woman have to/should serve men, which in the 60’s was true in the patriarchal society where the collective identities within society were much more narrow

Advertising, Maybelline, Notes

Csp 4: Maybelline

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Colossal Big Shot Mascara.That Boss Life Pt. 2 ft. MannyMua and Makeupshayla - on Vimeo
That Boss Life advertisement – Lash like a boss
  • The use of a male star in the advert is a progressive field in the beauty area of advertising: In this advert they have used.
  • The ad is trying to adhere to all gender, sexuality, race and social class. This can be seen as a strong social statement, but also as a clever marketing strategy to appeal to everyone, to obviously gain the biggest profit and return.
  • The ad also does use a popular influencer as their male star, another marketing strategy and fits into 2-step flow model.
  • 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.
  • A stat gathered from 26 Aug 2021 — In 2020, an estimated 4.48 million people used Maybelline eye make-up — This clearly shows that their very expensive advertising campaigns work very well.
  • Maybelline have a very active social media status, they create a hashtag in the video to generate more sales of their product, a smart marketing strategy. They also have an active twitter account where they try to post relatable jokes to gain more interest into their company and their products.
  • The posture in their video shows a transformation from the regular casual clothing and confidence to — after use of their product, it creates a constructed reality where they are now more glamorous and more confident, a total transformation.
  • The target market are regular people with no specific high income needed, it is a relatively cheap product and like mentioned in the previous point, it transforms you — creating the idea that anyone can be glamourous if you buy Maybelline’s product.
  • The product is also in a shining gold which is trying to symbolise it’s value as a marketing strategy.
Advertising, Maybelline, Representation

Maybelline

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  • Y12 Media Studies: Shriya Patel: MAYBELLINE "THAT BOSS LIFE PART 1": CLOSE CASE STUDY ANALYSIS

Representation- Maybelline introduced their first male representative – Manny Gutierrez. Breaking the stereotype of genders and what they can and can’t wear. Masculinities Façade is changing of what it means to be masculine. Inclusive of all sexualities – gay and straight. However it does play on the fantasy of having a “gay best friend” creating a positive and negative stereotype of gay men, positive being its being recognised that makeup isn’t just for women and negative because not all gay men are the “feminine gay”. Inclusive of races- white and black. Adding of diversity to appeal to a bigger audience which not only gives them a good reputation but also more sales for their product-business motive?

Semiotics- Strap line – “That boss life” is easy to remember and also makes the indexical link between using the product and being a boss. The advert is set in New York appealing to the fantasy of a rich glamourous life full of luxury. The colour of the bottle is also gold which has that symbolic sign of being rich and superior, convey the audience to think that they are more powerful and confident and will become successful if they use this mascara.

Audience, Maybelline, Notes, Revision

MAYBELLINE Notes

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This advert is very good in the sense that they’re advocating gender, sexuality, race and social class. For starters, they have 3 characters, two men and one female. The female is a person of colour (representation of race), the main male character is an openly gay white male (representation of sexuality) and the second male who is the ‘bell boy’ is also Caucasian, (this has representations of reversed gender stereotypes as usually adverts would cast a female to reinforce the Male Gaze, however, this advert’s main target are females and men who don’t identify as straight, so the male gaze wouldn’t even be an issue.

While it is amazing that there is Pride representation in this advertisement, I do feel as though they have over exaggerated the fact that he is gay. The fluidity of identity is great and many gay males who are interested in makeup are stereotypically seen as the way he has been portrayed, which is no problem, but the advert makes it seem more over the top and exaggerated than it needs to be. Almost like they are trying to show off that they are the first beauty company to include a gay male in their advert, instead of focusing on what they’re representing and what they’re selling.

By having the apartment/room in ‘New York’ it indicates that people with a higher social class are still legible to purchase the Mascara without feeling ashamed. The apartment/room has a window that you can see out of that shows the outside as a bit of a dump/not as cleaned up and gorgeous as it typically should be, which has representations of people with lower social classes are able to purchase the item too.

The is a hashtag in the bottom left corner during part of the video. This is a very good marketing move as people who see it will go on social media and use it, therefor, spreading it around and basically doing the promo for the company for free.

‘Pushing the frontiers further, a gay YouTube star has become the first male model for international cosmetic giant Maybelline.‘ Not only was this a huge step, but it was also international, meaning that people from all cultures, sexuality, gender, race and social class is available to view it.

‘Manny tweeted, “Can’t believe Maybelline posted me on Instagram. I think I’m the first boy they’ve ever posted! We’re breaking boundaries guys!”‘ This suggests that it is a major step in the right direction to some sort of equality.

‘“I’ve gone through all of it, I’ve literally heard every single name in the book be told to me,” he recalled.‘ Talking about homosexuality and homophobia, he speaks up about being called many inappropriate names. This advert allows him to feel like himself and keep confident, which is why the gender and sexuality representation is a major key as other males or people part of the LGBTQ+ Community can also feel themselves when they use the Maybelline Mascara (the product they are trying to sell)

Advertising, Maybelline, Notes

CSP – MAYBELLINE

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Maybelline has featured its first gay male, brand advocate (Manny Gutierrez), as well as selectively representing a female person of colour (Shayla Mitchell). They are both ‘influencers’ who post beauty content online.

“a gay YouTube star has become the first male model for international cosmetic giant Maybelline.”

That Boss Life Analysis | Close Study Product (CSP)

This representation was a spark for change within the beauty industry. Not only was it one of the first representation of a homosexual male in the forefront of a makeup advertisement, it included many features of diversity such a race, social class (lifestyle), gender and sexuality.

The representation of Manny’s sexuality is quite exaggerated and definitely plays to the social stereotype. Linking to Gauntlet’s theory on identity and the way in which social groups are often categorized based on a constructed reality and stereotype. The decriminalisation of homosexuality creates a contrast to representation in ‘Score’, meaning that brands now have more freedom to selectively represent those of diverse identities.

The advert itself is on the borderline of being ‘cringe’ and ‘annoying’, however, this sparks conversation on representation and Maybelline as a brand, therefore subtly promotes sales. Another advertising strategy used in the advert, is the iconic sound effect of a ‘magic wand’ which is a way of saying that using the product can transform your appearance and make you look like ‘a boss’, to quote the campaign.