Advertising Maybeline Case Study

 1) Narrative & Genre

• The prime focus of the video seems to be about the mascara. Could have connotations as a necessity for beauty or glamour.
• Characters became more "appealing" once they use the mascara.

2)Cinematography

• A lot of long shots/medium shots with few close ups (When they use the mascara). The excessive use of those shots gives the environment (a new york city apartment) an importance.
• There were a few tilts on the mascara.

3) Mise-en-Scene (Costume & props)

• The mascara is the main prop with it having a lot of significance on the progression of the narrative as well. Using it caused the 2 actors to "transform" into a golden version of themselves
• Once they used the mascara they change into golden clothes.

4) Mise-en-Scene (Actors, setting, lighting and colour) 

• It takes place in a New York city apartment (Seems like an expensive one). One of the actors is called Manny Gutierrez and is an openly gay youtuber who creates make up videos. The other is called Shayla Mitchell who is a popular instagram star and also youtuber.
• The use of the colour gold has strong connotations of luxury and wealth. This colour usually only surrounds things that interact with the mascara. 

5) Editing

• The advert has strange pacing with certain parts of it being sped up extremely and some portions being held in slow motion. This gives it an almost spontaneous feel to the advert itself.
• They seem to use standard cuts for they're transitions.

6) Graphics

• They place several texts at the bottom left corner like: Maybelline new York, #Bigshotmascara. They also have the names of the actors at the start while at the end they have they're slogan "lash like a boss"

7) Sound

• The only use of diegetic sound throughout the video is simply the actors talking to each other saying things like "lets get bossed up".
• They're is several uses of non diagetic sound however, like the music in the background and the angelic music when they open the brief case.

1) The reason this campaign was such a landmark for beauty product advertising was due to a cosmetic giant like maybelline being the one to break gender stereotypes by choosing a male model (Manny Gutierrez) as they're star/face for they're brand.

2) The articles suggest that masculinity is becoming  far more fluid especially now that Manny has proven that men can also wear make up and shouldnt feel the need to restrict themselves due to gender stereotypes.

3) Digital influencers may attractive to companies as these prosumers interact with audiences on a level that they cant. The article states that the real power today is if you recognise someone who is also socially effective and has credibility on social media.

4) I believe Maybelline chose to use Manny and shayla in particular because of how inclusive they are when you look at them. Manny is a mexican american whose gay and holds a huge following on social media. The same can be said with Shayla as shes a black Instagram and youtube star. 

5) WWD states that: "The real power today is if you recognise someone who is also socially, a celebrity that has credibility (on social media). Celebrities live in this new world can become hugely powerful.

1) The article suggests that the Score hair cream advert is trying to communicate with the 1960s audience to show men that they will be desired, by using female sexuality as its way to portray this. This advert is damaging to masculinity especially to consumers self esteem.

2) The Score Hair Cream uses narrative to sell its product by showing that the consumer can have anything they want at the expense of buying the product. Some of the text says that its "made for men and made by men" which emphasises its aggressive use of masculinity.

3)Score hair cream reinforces several masculine stereotypes. The need for men to be dominant and supports they're being a patriarchy at least in 1967.

4) The oppositional reading of the score hair cream is that the hyper masculine ideas presented in this image are damaging to male self esteem and present women as passive and merely decorative. The preferred reading would be that traditional masculine values should be kept within society.

5)The background of the Manny and Shayla may be important as they're influencers who are interested in make up which fits with Maybelline's brand. This allows them to be inclusive while still remaining focused on they're prime products.

6) The narrative of the Maybelline advert tells the story of two youtubers checking into a manhattan hotel room with stunning views of the city. They eventually open a gold brief case that contains the mascara.

7) The article suggests that maybellines adverts message is to simply challenge the modern conventions/stereotypes of masculinity and tries to encourage more men to use make up as a means to improve they're appearance.

8) The score hair cream seems to be all about masculine supremecy and self belief and is heavily reinforcing stereotypes of a patriarchal society. This advert represents the traditional beliefs of 1967. However in 2017 with the Maybelline advert they represent masculinity as something free from usual conventions and attempts to be more about expression of ones self.