Uses a gay man (first man to star in Maybelline after limiting makeup ads to women -inclusive) to promote diversity and to show how times have changed (breaking stereotypes, radical viewpoint), men can wear makeup.
Catchy slogan “Let’s get bossed up” very easy to remember, almost irritating to the point we remember; marketing technique.
Gay man is actually a highly followed makeup person, therefor potential buyers from his following- good marketing technique as attracts viewers. Combined with first point makes this highly affective.
Goes from average looking women and gay man to glammed up through the advert, their dream can be the buyers essentially. The use of diversity also attracts viewers but can be counter effective through the highly exaggerated “gay slang” not including the possibility gay people can speak differently to the advert and be more masculine.
The theme of “luxury” is also a high connotation throughout the advert, gold clothing, gold product, new York apartment suggested to be “everything”- basically suggesting the product is luxurious and expensive compared with the relatively cheap price for makeup, something viewers are attracted for as the majority of people want to live luxury.
