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Advertising, Audience, Exam Prep, Representation, Score

CSP 3 : Score

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Textual Analysis : In this advertisement, there is a man on top of a form of platform who is being praised by five different women, who have been sexualised to be a submissive of the dominant signifier.

Semiotic Analysis : The dominant signifier is represented by a masculine figure, in the centre and the peak point in the advert. Anchorage is shown in this image through the strap line “Get what you’ve always wanted”, this corresponds with the women praising the man. Furthermore, this advertisement for hair cream is a reactionary view, due to this point in time where women were seen as being a necessity to a mans lifestyle.

Representational Analysis : The representational idea of different social groups in this photograph, is the idea that men are the dominant gender and women follow / are commanded by masculinity. As well, the idea of this product advertisement is to encourage men to purchase the product for the opportunity to have a swarm of women admiring them.

Narrative : The narrative being told is this product ‘Score Liquid Hair Groom’, whereby a man didn’t use ‘Score Liquid Hair Groom’ and was left behind in society, women didn’t find him visual appealing until he used this product that makes his hair less grease, giving him everything he’s ever wanted, admiration of white slim women. He soon gets carried to his desires, pleasantry exercises. The advertisement is set in the climax of the narrative.

Audience : The advert is manipulated to be desired as men wouldn’t be able to resist the sexualised appearance of the females in this advert, giving a sense of what the males can potential ‘get’, these persuasive techniques of temptation of women gives men the curiosity of buying the product. The audiences opinion of this advert has changed due to the change in society and the way society views ideas. Back when this advert was made, it was deemed normal for women to show skin and be the less dominant gender, and black men and women to not be in advertisement, however over the last few years, the change in society, diversity and the popular ideas have changed the way products are advertised. This is due to the recognition and understanding of sexism, racism and homophobia.

Advertising, Exam Prep, Maybelline

Advertising: CSP 4 – Maybelline

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Glamour – By Erin Reimel
January 4, 2017		‘marks Maybelline’s first-ever partnership with a man as the star of a campaign’
‘beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too’
Herstory -By Sharika Nair
January 11, 2017		‘’Tall, white and skinny’ was the description that would fit most models’
‘a gay YouTube star has become the first male model for international cosmetic giant Maybelline’
Manny Gutierrez, 2017‘Maybelline posted me on Instagram. I think I’m the first boy they’ve ever posted! We’re breaking boundaries guys!’
Dominant signifiers – Manny Mua and ShaylaThe use of well known influencers gains more publicity for the product and therefore more sales. Their heavy influence will convince others that they also need this product.
Anchorage – ‘that boss life’ in the first shot of the adThe strap line not only tells us what the product is, but it also signifies the effect this product will have on a consumer – they will become more confident.
Code – gold sparkles special effects and glistening sound effectshave connotations to magic and portray the mascara tube as a magic wand. This creates the idea that by using this product you will magically become more beautiful and more confident.
Symbolic sign, paradigm – the colour gold Gold packaging, gold suitcase, gold outfits, gold lighting has connotations of wealth and luxury

After previously limiting their adverts to women, Maybelline uses their first male star in order to promote their new product ‘Big Shot’ mascara. This presented a more diverse side to the brand as whilst not only is Manny male, but he is also gay and therefore shines a positive light on the belief that makeup is not limited to women and disregards the dominant ideology that man cannot wear makeup. This is further reinforced by using someone of colour to also help promote the product as this is not necessarily that common in media.

Using a well known and well respected influencer will gain the product more recognition and therefore more sales. This technique relates to Lazerfeilds Two Step Flow Model and his theory of ‘Opinion Leaders’ (1948) where by members of the masses are easily influenced by by what those with higher authority will promote to them.

The models diversity and influence are two huge factors which will help the product sell.

The use of the strap line ‘let’s get bossed up’ may seem repetitive and cheesy, but this is done on purpose as it is likely that consumers will find the advert memorable and therefore convince them to buy it.

At the beginning of the advert the models are dressed in plain clothing whereas after putting on the mascara they are seen in more glamorous attire. They also appear to feel more confident due to the shot at the end of the advert when they are staring into the camera – This illustrates to potential buyers that the effect of using this product is that you will feel more confident and elegant.

The frequent use of the colour gold – gold packaging, gold suitcase, gold clothing – is symbolic of luxury and wealth reflecting upon how consumers will feel after using the product.

Advertising, Exam Prep, Maybelline, Notes, Representation

maybelline

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Manny Gutierrez is the first man to star in a Maybelline campaign. Manny is a highly followed influencer who has 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.”

Using Manny in their Maybelline advert promotes diversity and breaks the stereotype that makeup is only for women.

As Manny is a highly followed influencer with over 4 million followers, this will help Maybelline as many of his fans will want to buy this product as he promotes it.

They use a catchy slogan “Let’s get bossed up” which can be easily remembered.

The advert is based around a luxury lifestyle with the New York apartment, gold clothing and gold suitcase. The product is also in a gold mascara tube.

Advertising, Exam Prep, Notes, Representation, Score

CSP 3: SCORE

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This advert suggests that if you buy their product, then you can attract lots of women. This is shown in the strapline: “Get what you’ve always wanted” and the image of a man surrounded by women. The costumes for the women are revealing and sexualising, and have connotations of voyeurism for heterosexual men – which is the target audience, so it will likely help sell more product.

In the advert, the women at the back are gazing lustfully at the man – which insinuates how all women look at men wearing the product. Another woman, on the right, is looking proud, as though she is showing off the man. The final woman, on the left, is looking directly at the camera, which could connect the advert with the potential purchaser.

Advertising, Exam Prep, Maybelline, Notes, Representation, Score

csp4 maybelline notes

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Colossal Big Shot Mascara.That Boss Life Pt. 2 ft. MannyMua and Makeupshayla - on Vimeo

“Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal”

 “Maybelline’s first-ever partnership with a man as the star of a campaign. Manny’s encouraging everyone, no matter their gender, to “lash like a boss.”

“After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too.”

“Manny, a beauty vlogger and social media influencer with almost 3 million followers, stands by his mission to provide makeup advice and inspiration to men and women”

“promotes the dangerous sentiment that men are supposed to adhere to hyper masculine culture.”

“while the text-speak might come off a little cheese for some, the underlying message isn’t lost. Man or woman, makeup is for you”

“Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand”

“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.”

“he encourages people to think of makeup as genderless. he thinks boys deserve just as much cosmetic recognition as their female counterparts.”

“4.6 million product sold.”

Advertising, Audience, Exam Prep, Maybelline, Notes

CSP 4: Maybelline

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After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too.

For this specific campaign, Manny’s encouraging everyone, no matter their gender, to “lash like a boss.” While the text-speak might come off a little cheese for some, the underlying message isn’t lost. Man or woman, makeup is for you.

Techniques

The use of a wand sound effect when the case is opened would make the consumer think that the contents of the case, in this case the mascara, has magical properties

Throughout the entire advert the product is portrayed as a wand which further refers to the possible magical properties of the product

The transition from the grey and dull room to the sparkling gold room gives the idea to the audience that the product is the defining factor that causes the transformation

Advertising, Exam Prep, Maybelline, Notes, Representation

CPS 4: Maybelline

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makeup isn’t just for girls; it’s for guys too

Manny has almost 3 million followers, stands by his mission to provide makeup advice and inspiration to men and women

Man or woman, makeup is for you

popularity of several plus-size and transgender models, modelling has become a much more inclusive space

. I think I’m the first boy they’ve ever posted! We’re breaking boundaries guys!”

 spoken about dealing with homophobia

Supermodel Naomi Campbell was one of the earliest non-Caucasians to make it big and change the landscape of the modelling scene

Japanese model Tao Okamoto has been the face of Ralph Lauren

more modern narratives showing the hipster bearded stay-at home dad juggling a baby and a business.

emphasise how important it is
to be comfortable with yourself

products exclaiming “approved by dermatologists” or “doctor recommended” instantly create more positive response

one of the first beauty influencers to team up with the company, he’s also the first man to

“Lash like a boss” isn’t gender specific

brand offers a range of high-quality products for all women while defending important values – diversity, inclusion and open-mindedness – to embody bold and radiant femininity

Gutierrez says “I think boys deserve just as much cosmetic recognition,”

Maybelline is saying, ‘We’re a very social brand and we want to maintain a younger, more digital shopper base.’

Celebrities who live in this new world can become hugely powerful.

 Shayla Mitchell represents the different races and inclusivity with not a ‘typical models’ body type

maybelline sold 4.6 million eye makeup products

http://natashabmedia1.blogspot.com/2018/03/advertising-maybelline-case-study-and.html – media studies blog on Mascara advert

Advertising, Exam Prep, Maybelline, Notes, Representation, Score

CSP 4: Maybelline

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美宝莲宣布首位男性品牌大使，跨性别代言早已不是什么新鲜事了| 理想生活实验室- 为更理想的生活

Over the generations the role of men has been well-documented and scrutinised in the media

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

Maybelline is known for the slogan: “Maybe she’s born with it, maybe it’s Maybelline”

After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too.

With his YouTube videos, Manny Mua (real name Manny Gutierrez) has showed his viewers that men can be makeup experts too

“As we continue to celebrate beauty as a way for women to express themselves, it’s equally important that men have the same right—whether that’s getting the peace of mind of being able to dab a zit with concealer or the freedom to wear a full face and falsies”

Manny’s encouraging everyone, no matter their gender, to “lash like a boss”

“Men in makeup wasn’t seen as normal, especially a couple of years ago. It wasn’t as open as it is now”

“Don’t be discouraged by anyone, as long as you’re confident in yourself and just keep doing what you’re doing”

He encourages people to think of makeup as “genderless.” He thinks “boys deserve just as much cosmetic recognition”

“Honestly I believe that men can wear makeup, teach makeup, and vlog about it just as much as girls can and I am fighting for that equality with my channel”

Advertising, Maybelline

Maybelline Advert

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Colossal Big Shot Mascara.That Boss Life Pt. 2 ft. MannyMua and Makeupshayla - on Vimeo

Maybelline is known to many beauty enthusiasts as an iconic-yet-accessible brand that offers makeup for all genders.

Manny the youtuber has over 3 million followers, which has a impact on help selling the product. Manny’s encouraging everyone, no matter their gender, to “lash like a boss.”

It appeals to many people such as gender, race and age, and has men featuring in it. This shows how much has changed because Ads always used to feature only women in the makeup ads as gay people weren’t as accepted years ago, unlike now. “After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too”.

The same year that MannyMUA Maybelline spent 291 Million dollars on advertising alone, showing not only their size but the budget they put into the AD with Manny in.

Advertising, Notes

CSP 4 (maybelline)

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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 is already extremely popular. After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too. He was raised in a “liberal Mormon” family (Christian family) and has said he became interested in make-up when he was a child, “Men in makeup wasn’t seen as normal, especially a couple of years ago. It wasn’t as open as it is now,” he said. “My heart was torn in half,” he says. “I was honestly a f*cking perfect child…I was well-behaved, I never drank, I never smoked, I never did drugs, nothing; I was so good, and I’m failing my parents.” In the end, his parents accepted him. (Hooray!)

https://media-studies.com/boss-life/