This gives us an opportunity to explore the idea of gender fluidity in society and the media - plus compare the changing representation of masculinity in advertising. Notes from the lesson are here:
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:
- Equilibrium-classic advert narratives.
- Propp-character types- hero:product?Manny?- bellboy: helper/donor. The bellboy's masculinity/sexuality, his masculinity very male stereotypical, his transformation reflects gender fluidity.
- Barthes-Gold suitcase- action/adventure element to the prop.
- Genre- intertextuality 'Sex in the city'.
2) Cinematography: camera shots and movement:
- Product-extreme close up
- Camera movement-zoom to bellboy transformation/ crane swoop to Manny and Shayla
3) Mise-en-scene: actors, setting, lighting and colour:
- Used youtubers with already a big fan base.
- 1 bedroom hotel/New York -Setting
- All colours are bright and when they put the mascara on everything gets shiny, glittery and yellow colours.
- When the suitcases come in everything is white and black apart from one suitcase which is pink. Th odd one out.
- Lighting from the sun.
- Casual then all dressed up.
- Creates feeling of NYC night out- but quite childish? Teenage audience-Youtube advert.
4) Editing: pace, transitions and visual effects
- Visual effects- glittery suitcase full of mascara- tries to create connotation sod wealth and luxury.
- A lot of slow motion- to make it look more glamorous- swoop to the bellboy at the end.
- Logo- classy/NYC
- Product-urban design-teenage design- yellow
6) Sound: dialogue, music and sound effects:
- Music-urban/club
- Sound effect (SFX)- used with visual effects
- Dialogue
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 It’s 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 campaign was significant as it was the first time that Maybelline had used a male brand ambassador.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
Your Story: 'Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand'.
Glamour:'writer David Yi over at Allure put it, the backlash "promotes the dangerous sentiment that men are supposed to adhere to hypermasculine culture."'
Adweek:'To promote its golden-tubed Big Shot Mascara by Colossal, Maybelline is engaging in two firsts—working with beauty influencers, and using a man as the face of its campaign.'
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
This is because 'influencers continue to show their prowess in the beauty space'.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
I think because 'Gutierrez and Mitchell share a combined Instagram following of 5.1 million followers and a YouTube subscribership of 2.5 million.'
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
'The real power today is if you have somebody recognizable who is also socially effective'
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?
'The advert is using female sexuality to show men they can have power: you can conquer, you will be desired.'
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The narrative is clear: the consumer can have everything they want in the world if they buy the hair product.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The brand’s personality and voice is all about masculine supremacy and self-belief, and is heavily reinforcing stereotypes of a patriarchal society.
4) Applying Stuart Hall's reception theory, what does the article suggest the preferred and oppositional readings could be for the Score hair cream advert?
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The brand's represented in a very classy and the product may be trying to attract an 'upper class' but failed in doing that.
6) What is the narrative of the Maybelline advert?
'The advertisement tells the story of two YouTubers, Manny Gutierrez and Shayla Mitchell checking into a New York hotel room with stunning views of the city. They open up a gold, glittery suitcase and out tumbles the product that everyone wants, the ‘Big Shot’ mascara. By simply applying the mascara, the wearer – female or male – is instantly transported to a more sophisticated cosmopolitan life surrounded by the finer things: a Manhattan hotel room, glamorous clothes and the promise of admission to the hottest clubs in the world’s greatest city.'
7) What does the article suggest the Maybelline advert's message is?
That no matter what gender you are you should be confident and happy in your own skin.
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?
1967 gay people were not accepted in society but now in 2017 they are and it is clearly being shown by having a gay person in the Maybelline advert.
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