Maybelline 'That Boss Life': wider reading
1) Why was this campaign such a landmark for beauty product advertising?
Maybelline being a big company, working with beauty influencer Manny Gutierrez. Manny Gutierrez became the first international cosmetic model for Mybelline. Makeup advertisement has been limited to using women to represent their brand. Using men like Manny Gutierrez helps to promote the brand and expand viewership to other men.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
The articles talk about how masculinity in modelling has changed over the years. Modelling becoming more of an inclusive space. Since makeup is mostly associated with women. Maybelline helps to give the message that guys can enjoy the same beauty as women, and shows how masculinity and sexuality become more accepted in society.
Now read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign.
3) Why might 'digital influencers' be so attractive to companies?
Digital Influencers has a big range of audiences. The social media following helps companies reach to modern society through technology. It reaches to targeted audience and boost sales.
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
The un-tapped audience of the LGBT community and ethnic groups can help boost and help make Maybelline look better. Maybelline used Manny and Shayla to reach to these targeted audience and represent their brand as more welcoming and supportive.
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, a celebrity that has credibility. Celebrities who live in this new world can become hugely powerful.
Media Magazine: The Changing Face of Masculinity
1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
A print ad by Bristol Myers Co. dating back to 1967 for its ‘Score Liquid Hair Groom’ product is a great place to start when discussing the representation of masculinity in advertising. In the 1960s, print advertisements tended to rely more on photography than illustration to achieve a more realistic look. 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 strapline: ‘Get what you’ve
always wanted’ is, like the image, a bold aspirational statement. The narrative is clear: the consumer can have everything they want in the world if they buy the hair product. The tone of the copywriting continues to hammer home Score Hair Groom’s masculine qualities describing its ‘masculine scent’ and reassuring the target audience that it’s ‘made by men’.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
no women were involved in the creation of this product, it is solely for men, it smells manly and using it will not feminise you in any way. 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?
The theorist Stuart Hall argued that audiences were not passive believers of the messages being fired at them, and that interpretation of mass media texts differed between different social groups. As part of his theory of Encoding /Decoding, he believed that the audience does not simply passively accept the messages they see; they derive their own meanings from media texts.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The first male brand ambassador, Manny Gutierrez, a Mexican-Spanish-American beauty vlogger and Instagram sensation. The video ad touches on issues of gender representation, ethnicity and lifestyle.
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?
uses an aspirational image showing two friends who do not conform to masculine and feminine ideals but are nonetheless powerful: happy in their own skin, confident in their bodies and their sexuality.
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?
I can be confident with bare skin and with a full face.’ However, the Twitter trolls have been airing their views. Blogger Matt Walsh openly criticised Gutierrez, saying: ‘Dads, this is why you need to be there to raise your sons’ implying that strong masculine role models, perhaps like the guy in the ‘Score’ commercial, can steer their sons away from a damaging and emasculating interest in beauty and make-up. Manny retorted: ‘Being a man isn’t just about how tough or
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