Maybelline 'That Boss Life' case study and wider reading

Blog task: Maybelline 'That Boss Life' case study and wider reading

'That Boss Life' close textual analysis

Narrative & genre: narrative theory and sub-genre
The advertisement follows a classic cosmetic advert where the main protagonist becomes glamorous and extravagant after using said product. The protagonists in this advert are Manny Gutierrez and Shayla Mitchell. In This advert, manny and Shayla are seen to be getting ready for a night out, that use the Maybelline mascara to achieve their desired 'bossed up' look. In terms of narrative theories, we could apply Propp's character theory to this advert. The Mascara would be seen as the helper as it aids them to reach their goals. In terms of sub-genre, it could be argued that the subgenre for this advert is an adventure. The opening of the suitcase with the bright, gold light reflecting on their faces is similar to scenes of opening a treasure chest in an Indiana Jones movie for example. 

Cinematography: camera shots and movement
This advert features an array of camera movements and shots to display different meanings. Close-ups of the product are to show the significance and importance of it. Featuring the product continuously also is used to create a brand identity. Closeups are also seen when the product is being applied. This was done to show the effectiveness of the product which in hand convinces audiences to purchase it.

 Mise-en-scene: costume & props
Propps play a very important role in selling the product. The large, gold suitcase is eyecatching and the fact that it is god, along with the product, shows that it is considered as valuable. Similarly, when Manny and Shayla finish using the product, their clothes also turn gold. The gold colour scheme depicts themes of wealth and extravagance 

 Mise-en-scene: actors, setting, lighting and colour
This advert is setting new york which is established at the very beginning of this advert. New York is seen as a very aspirational way of living, which in hand, sets up a desire for the audience as soon as the advert begins. It also connotes themes of wealth. The all-white walls along with the incorporation of gold also add to the expensive and lavish themes. In terms of actors, these characters are played by very well known influencers. Star power and celebrity endorsement are used to sell this product.

Editing: pace, transitions and visual effects
The pace in this advert fluctuates between fast and slow editing. When Manny and Shayla are seen on the bed with the product, the pace is very slow and slow-motion editing is used as they are indulging into the product and admiring it. In regards to visual effects, the glistering on the tag, seen at the start of the advert, could be used to depict it as magical and impressive. 

Graphics: text/graphics on screen
During the advert, a hashtag is seen on the bottom of the screen. This is used to create a viral interest on social media so that more people are talking about the product. Recognition of this product will be overall boosted.

Sound: dialogue, music and sound effects
At the very beginning of the advert, a shimmery, wand-like sound is heard when the camera is focussed on the gold tag. This connotes that the contents of the bag (the mascara) are magical

Maybelline 'That Boss Life': wider reading

This campaign was such a landmark for beauty advertising as it was the first time they featured a man using their product. Commonly, only women are seen in Maybelline adverts. 

The article suggests that the representations of sexuality and masculinity are changing as society is more open-minded. The article also suggests that this advert goes against hyper-masculine culture.

Digital influencers would be attractive to companies as they have a presence on social media, with a large following. Companies would see this as something beneficial as these influencers could promote their product and encourage their followers to purchase the company's product.

Maybelline chose MannyMUA and MakeUpShayla in particular because of their social influence. Together, they have a combined total of 5.1 million followers on Instagram and 2.1 Million followers on youtube. Their large following would attract companies to them. Also, the fact that they are makeup artists is another reason they were chosen. Their followers will be more trusting in both Manny & Shaylas opinions as makeup is their profession. 

The WWD article suggests that the person promoting the product has to have a connection with both the product and the audience; regardless of if they are an influencer or a celebrity. 



Media Magazine: The Changing Face of Masculinity

According to 'The Changing Face of Masculinity' article, the Score hair cream advert is trying to communicate to the 1967 audience the superiority of men. And using this product will allow men to maintain this dominance. 

The article suggests the Score hair cream used narrative by portraying the man as an adventurous hunter who gets rewarded by his bravery through women. 

The Score hair cream advert reinforces the stereotypes that males are dominant over women and that women are subservient to men. It also reinforces the hyper-masculine standards that were inflicted on men at the time. The gun presents the man as a strong and tough character that many males in 1967 desired to be like. 

Applying Stuart Hall's reception theory, the preferred reading of this advert would be that to reach ultimate masculinity you would use this product. The oppositional reading is that the women in this advert are being depicted as being subordinate compared to the man in the advert. 

The background of Manny and Shayla is important because they represent many individuals. Also, themes of gender, sexuality and individual identity is seen throughout the advert on behalf of manny and Shayla. The fact that Manny is Mexican and is also openly homosexual may inspire people from ethnic minorities to be more open about their sexuality. Shayla being a black woman is also key as it represents black women that may feel as if they do not get enough representation in the media. 

The narrative is two friends (Manny & Shayla) go to New York and book a hotel. They are probably getting ready for an event and they use the Big Shot mascara to finalise the look. After they have changed and look glamourous they leave for their night out. 

Maybelline's message through this advert is that no matter the gender, anyone can be made to feel beautiful and glamorous (using this product).

The Score advert and Maybelline advert suggest that there have been many changes in society and media between 1967 and 2017. The media has now started to challenge the stereotypes placed on specific genders. The fluidity of gender in recent years has allowed men and women to not be limited to certain gender roles. Maybelline is an example of this as it showcases a man happily wearing makeup.