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Advertising, NEA, Production, Representation, Semiotics

Statement of intent

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I intend to advertise a jewellery line. I will create two magazine print adverts, both with different representations in order to highlight how societal views on issues such as gender roles, social class and the LGBTQ+ community have evolved.

My reactionary representation, will resemble that of an old 1920s advert. the image will be faded and grainy to illustrate its age and how this representation is outdated. The dominant signifier will be a headshot of a woman wearing the necklace dressed in elegant, and sophisticated clothing which will signify that this product is aimed at female audiences of the upper class – supporting the conventional ideology at the time where typically only women wore jewellery – as well as their husbands who may want to buy this as a gift for their wives in the hopes it will make them look better presented. She will be represented through the eyes of the male gaze through the use of intimate body language and the iconic sign of a male’s hand reaching for her hand from the side of the shot reaching to administer this idea that the buyer will gain more male attention. The strap line will be ‘say nothing, just wear solitaire jewels’ creating anchorage for potential buyers as it insinuates that by wearing this product you will be able to attract anyone. My product will be sold by a designer company called Solitaire Jewels, similar to that of Tiffany & Co or Cartier, reinforcing the ideas that my high quality jewellery will be aimed at wealthier audiences, between the ages of 20 – 40.

My Radical representation will portray multiple images of both men and women wearing my product to contradict the dominant ideology that it is unconventional for men to wear jewellery. There will be three different images of each model wearing three different styles of clothing in order to illustrate that my product can be worn on any occasion with any style of clothing. The dominant signifier will of course be the necklaces around the neck of my models whose faces will be outlined and filled in with a block colour to symbolise that no matter your gender, sexuality, nationality, race you can wear this necklace. I will edit in iconic signs of the product also draping from the top of the shot to create a more pleasing and busy image. My product will be sold by a luxurious yet affordable brand called Ubiquitous Charms, similar to Oma the Label or Baublebar, so that it is accessible to anyone of any income and will be aimed towards people aged 16 to 30 however the style of jewellery is made to suit anyone.

Advertising, Exam Prep, Notes, Representation, Score

score

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1967 advertisement.

Male directed as mentions the ‘Scores famous masculine scent’. The advert sexualises women as they are wearing tight revealing clothes. Sexist approach of the male being ‘admired’ by females around him.

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.

There was also the abolition of hanging and theatre censorship, and the Obscene Publications Act (1959) which led to the Chatterly trial. Nevertheless, as Johnathon Dollimore wrote: ‘all this should not be seen as a straightforward displacement of dominant conservative attitudes‘ (1983:59).

The Score advert was produced in the year of decriminalisation of homosexuality and as such, the representation of heterosexuality could be read as signalling more anxiety than might first appear. The reference to colonialist values can also be linked to social and cultural contexts of the ending of Empire.

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, 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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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, 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, Exam Prep, Maybelline, Notes, Representation

CSP 4 – MAYBELLINE

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Manny MUA x Shayla Maybelline Ad. Iconic. | Maybelline, Boss life, Big shot mascara

By using a male make-up artist as the face of their product, Maybelline made national news for breaking the gender stereotypes present in beauty and cosmetics. This sort of radical representation is undoubtedly a positive, however, I seriously doubt Maybelline did this purely for the sake of representation. It was likely also a marketing strategy used to make headlines and raise awareness for their product. Plus, by teaming up with influencers, Maybelline is appealing to a younger audience who are active on social media. The hashtag used in the advert reinforces this strategy.

The advert is also sneaky in the way that it uses sound design and special effects to grab the viewers attention. The product is only £4, however, in this advert is treated as a luxury. The colour gold also symbolises luxury and riches, and the city of New York (where the ad is set) is a city associated with wealth and success. The mantra of the product seems to be ‘you can feel like a boss’ no matter what your budget is. Also, the advert is extremely camp and cheesy, which (despite being difficult to watch at first) actually makes the advert more memorable to viewers.

Glamour magazine- ” His inclusion in a nationwide ad especially hits home following the 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.”) 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. “

The advert is also reverse in its representation of race. A black woman called Shayla is also used in the advert, and she states that she wants to bring ‘shade inclusivity’ to the cosmetics industry, through the use of radical representation.