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.”
“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)
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.
Textual analysis– in the ad, the African/safari scene is used as the background yet there are no African people present and they all appear top be be white. although there are more woman, 5 tobe exact, the single male is still the main part of the add and is being supported and almost worshiped by the woman in the ad. There is also the strapline of “get what you’ve always wanted.”
semiotics –there are indexical and symbolic singe present such as the red flag that almost looks like a golf flag above where you score, and the fact the that woman are worshiping the male in the ad. there is also a indexical sign which is a sexual desire based in the clothing of the woman and the seductive looks.
Representation– the woman are represented as below the male and are doing what they think will please the male and doing everything they can to get his attention. the male on the other hand is represented as being above the woman in the hierarchy of the add which was very common for ads from the 1960’s.the advert creates a desire to be surrounded by women and to be worshipped by them.
Audience- the audience of this ad is most likely going to be middle age men who wish to look good and get the attention that the male in the add has.
Narrative- the sexual demeaner of the woman such as their outfits and their seductive looks on their faces shows how sex sells and targets the male audience and essentially communicates to the male that they to can be worshiped by the females if they use the product that is advertised in this instant, “score liquid hair groom”.
historical, social and cultural contexts– 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.
Textual analysis- looks like a safari theme in Africa. With the man being help up by a leopard print platform showing he is the most important. There is a background of trees but looks very old fashioned and not edited good because it is just a white background. The strap line is quite small and the copy box is very long and repetitive also a bit confusing as it is advertising 3 products.
Semiotics- indexical sign that all the women (excluding front left) are admiring the man due to their facial reactions and body language and possibly have a sexual desire. The signified is the hair gel and the signifier is the guys hair which is trying to show the product in a real life situation. The male is the dominant signifier. Has connotations that if you buy the product you too will be able to be as popular as the guy on the advert. Positioned at the top, connoting his higher status
Representational analysis- Clear signs of voyeurism (getting joy from having all the attention of the women). It is a selective representation of both male and females: males are only depicted as being heterosexual it being a very patriarchal society . Females are represented as having to do everything for men and that their only objective in life is to provide sexual pleasure for the men following the dominant ideology which was slowly being removed during the 1960’s. Also suggests the man was not worthy before he used the product.
Narrative- The woman in the front left is making direct eye contact with the person viewing the ad giving them a more personal experience and feel like the product is meant for them. The woman is looking very seductive to the male audience so will entice them to buy Score products so they too can seek this sexual pleasure. Trying to use sex to sell their products. appeal to an audience who want to conquer their own world and look good. brand value is look good but don’t take yourself too seriously.
Audience- aimed at middle aged men who desire to receive this attention from females that the guy is receiving in the advert. They want to look as good as the guy being help up by all the ladies and have greaseless hair like the guy. Shows the brand values as being to help men in to succeed with relationships and the brand personality is highly sexually based. In the 1960’s this type of advert would have been seen as appealing and completely acceptable and very normal however, these days advert usually only feature one model which has a more reformed outlook on the product and sexualising women and men in this way wouldn’t be condemned. There is a lack of diversity. Persuasive techniques range from reeling them in with sexual pleasure to own confidence and better self esteem specially to do with their hair.
Historical, social and cultural contexts– 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. Score advert was produced in the year of decriminalisation of homosexuality. It was also the ending of Empire. Reference to body image and changes in what society deems acceptable and unacceptable representations has significantly changed over time.
revealing as much skin as the regulators in the 1960s might permit. Their tanned bodies, alluring black eyeliner and luscious hair also connote glamour.
Strapline is “Get what you’ve always wanted”. This immediately attracts the customers attention
Big slogan above a long (repetitive) paragraph.
1 main male.
5 main female models, are shown in awe of the man, supposedly because of the product.
The setting that the models are in is supposed to be Africa, this is evident due to the leaves behind, and safari-style clothes.
Representation
The strapline ‘Get what you’ve always wanted’ appeals to the aspirer, who wants to achieve greater things. The advert also implies that wearing its product will help you gain the sexual attention of young women, which appeals specifically to heterosexual men. Also, by choosing to use a group of white people in Africa, the product appeals to 1960s imperialists who are still clinging to the ideals of the recently collapsed British Empire.
There is no doubt that the audience response to this product will have changed quite a bit over time. Firstly, the lack of diversity in the advert is now laughable (especially when you consider that the advert is supposed to be set in an African safari). Also, the sexual politics of the advert now seem rather questionable. The man in the advert looks around 40-50 years old, and yet he is being carried around by women who look as if they’ve just turned 20 years old. The addition of a gun as a phallic symbol also hasn’t aged well, as it implies that ‘to be a real man’ men have to be powerful and violent.
Also, by implying that the group had sex, the advert is trying to appeal to the ideals of ‘the second wave of feminism’ which created a larger acceptance of birth control, divorce, abortion and homosexuality.
Clearly, the advert is trying to use sex to sell their product. This is an extremely common strategy even today, but the products explicit way of using it hasn’t exactly aged well compared to today’s modern standards.
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).
However, 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.
The advertising techniques of fifty years could be compared to those of today. For example, references could be made with the Lynx Effect advert and the Specsavers adverts (both from 2010) which received criticism from the ASA, and again reference to body image and changes in what society deems acceptable and unacceptable representations. So have ideas and acceptance around representation of gender really changed since the 1960’s?
made in 1697
sexist – sexualises women by representing them in revealing, tight clothing.
racist – all white characters in an African jungle setting however no black characters
Mise-en-scene analysis – Through the denotation you can see 1 male and 5 females, 3 of the females whom are looking at the male, one of the other ones is looking off in the distance with a smug smile on her face and the other is directly looking into the camera. It seems like they are in a jungle due to the types of plants and clothes they are wearing (safari clothes) Below all of this is the product advertisement explaining what its about and a picture of it.
Semiotics – The dominant signifier would be the male as he is being upheld by all the woman. There is an strapline with the picture at the top of the advertisement which reads out “Get what you’ve always wanted” and there is also a copy which is the white box at the bottom of the advertisement. The advertisement is seen as reactionary. They could be creating a myth where to make men think that’s what will happen to them if they were to use that product.
Representational Analysis – All of the woman are upholding the man as if he is the most important, they are also grabbing onto him and reaching out to him which suggests that they want him. The girl looking into the camera could give the ideal heterosexual man voyeurism.
Mise-en-scene analysis: In this picture, the makers have used the strapline ‘Get what you’ve always wanted’ as it’s short and memorable. The makers of the advert have also used this to position their audience to think that they’ve always wanted the hair product but it’s also a metaphor for the audience always wanting women and getting them. The male is showing dominance as he is representing ‘The King of The Jungle’ and he is being carried by all the women who represents it’s prey.
Semiotics: what signs are being used and how are they being used?
Representational Analysis: How are groups individuals and ideas represented remember that these are socially and historically relative, BUT they do incorporate viewpoints and ideologies which need to interrogated. So think about the decisions and choices that have been made about how to represent social groups
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).
However, the Score advert was produced in the year of decriminilasiation of homosexuality and as such, the representation of heterosexuality could be read as signaling more anxiety than might first appear.
The advert was made in 1967, it can be examined productively by considering its historical, social and cultural contexts. Score heavily 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.
The advert makes men think that if they use score, women will instantly be attracted to them and they will become the superior, alpha male.
Women didn’t have the rights that they do now when this advert was made and they were often objectified be men and were and are often stereotyped.
Textual analysis- The guy is sat on a stretcher- looking seat wearing what looks like safari/hunter clothes surrounded by women with less clothing or altered clothing in a certain way to reveal cleavage, tummy, neck and thighs. The women also have ammunition as belts which could make them seem sexier as it implies they are bold and daring and plays along to a fantasy for some men. They are all conventionally attractive and all white. The guy is above the women and the women are all trying to touch him and look at him, almost as if worshipping him.
Semiotics- strap line-“get what you’ve always wanted” to show that this was his fantasy and it came true all because of this product. The dominant signifier is a masculine figure which is reactionary content for an advert that targets men. The connotations with the name of the product “score” could be that he “scored” women. That he is now winning in life.
Representation- He is sat higher up then the women to show his dominance over the women and that he is more superior. It oppresses both women and men as the woman only think he’s sexy because he’s used the product and objectifies women saying that this is what you will earn/own if you look after your hair. It has selective representation and conveys a certain attitude towards the people involved with making this advert. Appealing to the male gaze.
Narrative-The message from this advert is that this guy was nothing until he bought this hair cream. He was probably boring and average and then after using this product he became who he wanted and got what he wanted.
Context- 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.
