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Advertising, Exam Prep, Instructions

STATEMENT OF INTENT (NEA)

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Statement of intent – My intention is to create an advertisement by using a shampoo bottle which I brought in. Then to take a photo of it, import it into photoshop and add effects to it. For my theme I am going to try and match the colour of the product. The product will be directed at any gender and ages from 20 – 60. The advertisement will be related to the environment and being eco-friendly. I am going to create two print products which will be the size of A4. I am going follow my style model. I am going to make sure the picture is of a high quality and that it looks like an actual advertisement.

Media Language – The dominant signifier of the advertisement will be my product. The code of the product will be nature and naturalness. And I will try to create a signification with this. The symbols will be in the background of my product. I am going to add text to my product along with nature. My product will give a reactionary reaction as the product is accepted by many. There is Katz, Gurevitch & Haas theory by giving the consumers their social needs and giving the consumer self-confidence, stability and self-esteem.

Representation  – The assets of my product will provide connotation to nature and being eco-friendly, such as leaves and grass. The signified meaning in my product will that it will be used to clean your hair in the shower and once used you will throw it away in the bin from Ferdinand de Saussure. So the advertisement could be seen as a myth as you’re not really helping the environment by throwing away plastic. With David Gauntlets theory there is going to be collective identity in my advert in the sense that we care about our planet and want it to be healthier which my advert relates back to that. There is also going to be a constructed identity in the sense that it creates a false reality that you are helping the planet and being eco-friendly by using this product when in fact the product is polluting the planet with its chemicals inside of it.

Audience – The audience of my product would be people who are earning any income are in their 20’s to 60’s and are any gender. The audience positioning would also be people who want to help and save the environment as well as having natural and healthy hair creating a positive stereotype.

Institution – The kind of company who would make my product would be shampoo manufactures who are looking to make money. They people are either looking to capitalize or promote friendliness to the environment and help it.

Advertising, Exam Prep, Notes, Score

score notes

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the gun is being used as a signifier of the male autonomy

the anchorage is the phase “get what you always wanted”

this advert creates desire by giving the consumer the illusion that using this men’s product will get you girls

this advert is in a way racist because of the African theme but not African people or people of any colour it is a white dominated advert

The Score hair cream advert is an historical artefact from 1967, as such it can be examined productively by considering its historical, social and cultural contexts, particularly as it relates to gender roles, sexuality and the historical context of advertising techniques. 1967 can be seen as a period of slow transformation in western cultures with legislation about and changing attitudes to the role of women – and men – in society, something that the advert can be seen to negotiate.

Similarly, feminist critical thought became much more prominent and pronounced during the counter cultural movements of the late 1960’s and early 1970’s, which heralded, among other changes a greater acceptance of birth control and divorce, abortion and homosexuality.

Advertising, Exam Prep

csp 3 – score

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In this advert you can see:

– 5 woman who seem to be attracted to the man

– a man who is being carried on a platform

– everyone is dressed in a safari styled outfit

– the man is carrying some sort of gun

– fake plants to make it seem they are in a jungle

– the women are wearing revealing clothing and the man isn’t

– a strapline (get what you’ve always wanted)

Textual analysis:

Brand – score

Medium – Magazine print advert

Name of product – Score Liquid Hair Groom

Type of product – hair gel

Strapline – get what you’ve always wanted

Semiotic signs:

Signifier – strapline and main image of man

Signified – the meaning is that if you use the Score hair product you will instantly attract any woman

Index – the woman to help promote the product

Icon – the image of the hair gel

Symbol – the gun – used to help the man look more masculine

Narrative:

The narrative being told in this advert on Score Liquid Hair Groom, is that man who didn’t use ‘Score Liquid Hair Groom’ was on a low level in society and woman didn’t find him attractive until he used the hair gel, making him instantly attract any woman and giving him whatever he wanted.

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.

Exam Prep, Maybelline, Notes, Representation

Maybelline

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Hero image
Maybelline features its first-ever male model for new campaign and it's a big deal! | Lifestyle News,The Indian Express

Popular cosmetics brand Maybelline has broken boundaries by choosing a male model as a face of their brand. ‘Tall, white and skinny’ was the description that would fit most models. Now pushing the frontiers further, a gay YouTube star has become the first male model for international cosmetic giant Maybelline.

The video ad touches on issues of gender representation, ethnicity and lifestyle. 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.

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 whole campaign is youthful and empowering. Slogans like ‘let’s get bossed out’.

In 2017 they teamed up with beauty influencers for the first time, this also marks Maybelline’s first-ever partnership with a man as the star of a campaign, called Manny Gutierrez. After the recent demise of gay icon George Michael, several gay men had paid tribute to the singer recalling how he was a huge inspiration when they were growing up and helped make their coming out easier.

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