Gender fluidity
Gender fluidity is when gender expression shifts between masculine and feminine. Indeed, gender identity has become a major media and social issue in the last 10 years.
Young (and some older) people are increasingly identifying as gender fluid – and some have credited the internet for this change. They suggest that millennials grew up with the internet so can easily find information on topics like gender expression.
You can read more on this view and gender fluidity in this CNN article here.
Maybelline 'That Boss Life Pt 1'
The Maybelline ‘That Boss Life’ advert is part of a digital campaign for their ‘Big Shot Mascara’ product.
The campaign is significant as it is the first time Maybelline has used a male brand ambassador and digital influencers. The use of YouTube stars Manny Gutierrez and Shayla Mitchell means the brand can reach their combined 5.1 million Instagram followers and 2.5 million YouTube subscribers.
In addition, Gutierrez (‘MannyMua’) is Mexican-Spanish-American and openly gay, offering a very different representation of masculinity and sexuality to the 1967 Score hair cream advert.
Blog task: Maybelline 'That Boss Life' case study and wider reading
Work through the following tasks to make sure you're an expert on the Maybelline CSP and particularly the wider social and cultural context.
'That Boss Life' close textual analysis
Use your notes from class to write about the connotations and representations created by the following technical and audio codes. Write at least a paragraph on each:
1) Narrative & genre: narrative theory and sub-genre
the story is about how the mascara is a representation of wealth, prosperity and status, something that many people desire. Story of equilibrium- todrov. Romantic genre when instead of having pleasure they jump on the bed, its the makeup thats doing this. Also like a fantasy where they are transported to an amazing place just to have fun. All you need is mascara to get what you want and to feel great about yourself, boosting self esteem
3) Mise-en-scene: costume & props
Wearing gold and heavy makeup which signifies wealth and prosperity, luxury. The product being gold further demonstates its wealth and high value and how its a must have. The product was in a gold shining suitcase which sets it apart and demonstrates the importance of the particular fancy bag compared to the bland ones.
4) Mise-en-scene: actors, setting, lighting and colour
Gold everywhere which makes the scene look valuable. Natural light at the beginning - minimal lighting used at the nighttime scenes to represent the glamour of New York at nighttime because of the city light. Gold shines on them as they open the case. The actors are well known and relatively famous which further portrays how these high up people use this. the setting is NY and it is shown high up in a lovely rich room which shows their status. Also NY is popular which can grab more viewers. Ny has connotations with huge people, starts, locations which further endorses the product as a product of high value. Also from the suitcase we see Gold shining from it which has intertextuality with money showing the high value of the product. They dance in it like people traditionally do with money which is like equal importance
5) Editing: pace, transitions and visual effects
quick paced editing and CGI sparkles. The whole gold shine coming out of the suitcase symbolising money and the wealth of the product. Near the end when after putting on the mascara, they walk into the room and the camera turns from almost upside down to up straight and this shows how by putting this on their whole life has been turned rich side up. positiveness. Really smooth and fast paced throughout. moves as if we are their with them.
6) Graphics: text/graphics on screen\
Glamorising their lives- uses "Maybeline Presents" as if it were a film. Hashtag in bottom left, unconventional. Gold font, further glamorises the product and their lifetyle, making it look more appealing. Really trying to get people involved with the product and behind it which boosts popularity.
7) Sound: dialogue, music and sound effects
Backing track reflects the product. Sound effect on the chest suggets it' a prize. Sparkle sound effects suggest glamour and luxury. Music is upbeat and fast paced, mimicking a nightclub- as if you were a boss, which is the idea of this campaign. the beat slowly intensifies while they are putting it on and when we see the last product which is their full self wearing it, its super upbeat specifically targeted for younger audiences
Maybelline 'That Boss Life': wider reading
Read the following articles on this campaign:
Glamour: Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and Its a Huge Deal
Your Story: Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand
Adweek: Maybelline Recruits Manny Gutierrez as Its First Male Beauty Star
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
This i due to the fact that the cometics brand have teamed up with influencers of similar product, as well as the fact that the main star of their campaign is a male.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
It is suggesitng that we are taking step in the right direction as to the repreentation of make-up and that i is made "for everyone." This obviouly meaning that these cosmetic products are for both genders, instead of what people had normally thought it put to be as just for girls.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?This i because of their followings and the influences they have over said people. This would obviouly allow these influencers to sway the opinion of their audiences through promotion and sponsored adverts which can deliberately paint the product in a brighter light. Also a lot of digital influencers have young audience and that is a good audience to target.
4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
these influencers may have been chosen due to their following, as well as the fact that these people are the leader in term of what they are doing with their audience, in terms of interactivity, and the influence that they have over them.They are make up based youtubers so a large number of their viewers would be the target audience for the product and so when they promote the mascara their viewers will be more likely to buy the product, not only because they are in it, but it is something that is most likely they would enjoy
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
If they have a high following they can influence the product and if they are well known that can also endorse the product as a Brand
ambassador
Media Magazine: The Changing Face of Masculinity
Now go to our Media Magazine archive and read the feature 'The Changing Face of Masculinity' in MM63 (page 15). This will allow us to compare our two advertising CSPs - the Score hair cream advert and the Maybelline digital campaign. Answer the following questions:
1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
It could be trying to communicate that not only does using this product make you 2100% straight, but it will also get you the girls that are displayed in the advert.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
This advert uses narrative through the mise on scene of the man as he looks to be celebrated for killing what we can assume is some sort of cat animal as that is what his carriage is draped in. This could have been done to present the idea of bravery and boldness, which is commonly linked with being masculine.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
- Women being clumsy, as portrayed by the state of their clothes as they are all torn up
- Men being heros and being brave- he has the gun etc,
- Heavy sexualisation of either gender, minimal clothing of the females, also it can be said that his rifle is a phallic object.
- men are the top breadwinner- the best and smartest
- women goal in life is to find a husband and nothing more
Preferred Reading: It is a hair cream advert for men, designed by men. heterosexual male, one can achieve everything presented before them in the picture: power, control and sex appeal, with better hair.
Oppositional: It is a partially sexist advert- suggesting that only men can use the product- also objectifying women, also there is hyper-masculinity evidence as it is suggesting that use of the product will make you straight. would be that the macho-laden ideas presented in this image are damaging to male self- esteem and present women as passive and merely decorative (although they’re good for carrying your ammo).
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The backgrounds of each of these people is evident as Manny is openly gay, meaning that the idea of masculinity is arguably reverted, going against what the designers of the Score hair cream advert's values of being a male. That make-up is for both genders. appealing to a wider audience
Shayla is a black women demonstrating her significance as not many ads have coloured women in it. she is also a popular make-up youtube.
6) What is the narrative of the Maybelline advert?
The narrative of this advert is that the pair of beauty influencer are in New York and are trying to get "Bossed Up," by using the Maybeine mascara. The narrative is that after using the product they go from normal people to bosses who are very important, as the advert is trying to suggest through the heavy use of gold and such. the wealth, prosperity status that comes through owning this product
7) What does the article suggest the Maybelline advert's message is?
That if you use the product, you will become bosses and that gender does't matter, as Maybeline go against the status quo by using a male a the star of the campaign, which had not been done before. They are trying to communicate the message that makeup is for both genders and such. Doing this was a bold move by the brand to try break down gender barrier.
8) The final section of the article focuses on masculinity. What do the Score advert and the Maybelline advert suggest regarding the changes in society and media between 1967 and 2017?
The score hair cream advert suggests that masculinity is being surrounded by beautiful female, killing a wild animal in the name of bravery and impressing women, whereas Maybelline suggest that masculinity is being comfortable with your gender and sexuality enough to go against the status quo and perform your gender role how you feel appropriate. Be whoever you want to be
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