Advertising: Maybelline CSP Case Study



1) Narrative & genre: narrative theory and sub-genre


Throughout the video, the narrative could be about how Manny MUA and Shayla meet in a hotel room in New York City and appear to be becoming 'bossed up'. We can apply Propp's character theory to the Mascara which can be seen as the hero as it is portrayed as something that changes one to become more confident hence why there is lots of glitz and glam to connote luxury.


2) Cinematography: camera shots and movement
The close up shot of the tag suggests the significance of the product. The recurring magic wand sound effect only occurs when the product is in shot. This suggests that the product is life-changing and can really extenuate your features. Furthermore, the slow motion shots of the subjects indulging in the product emphasises how one may take time out to really appreciate the product. Finally, the extreme close up shot of the eyes as the subjects apply the product also suggests how once put on, they change.


3) Mise-en-scene: costume & props
The suitcase can be seen as a very important prop throughout the advert. This is because being all gold, shimmery and eye-catching, this is what holds the product. The conversion between white undertones of the room to the gold  has connotations of wealth and power and so this change emphasises the elevating boost that the product has. Furthermore, it can be seen as an intertextual reference to the movies Pulp Fiction and Mad Money. The repetition of the colour gold just heightens the audience's attention. 


4) Mise-en-scene: actors, setting, lighting and colour
Through the use of celebrity endorsement, the product has a higher chance of becoming more popular and well known. The city of NYC can be seen as vastly powerful and dominant and so having based the advert in this location, draws the attention of the audience as many desire to live here. The high key lighting makes the advert realistic and bright which adds to the element of professionalism. 


5) Editing: pace, transitions and visual effects
The shift between the fast pace as the subjects walk in and discover the product and the slow pace as they indulge in the product can be seen as a way to really focus on the product. 
The fake glimmer of the tag shows the 'magical' emphasis. The slo-mo cliche of throwing it in the air references the parts of movies where they throw money or gold in the air, suggesting that the product has the same value and importance as it's in abundance. The idea of the gold case and the product being in gold adds an exaggerated sense of luxury.

6) Graphics: text/graphics on screen
The anchorage at the beginning is an introduction to these 'famous celebs'. There is a hashtag to create public excitement for the product and to make fans engage on social platforms.

7) Sound: dialogue, music and sound effects

The magic wand sound effect that is used each time the product is in shot, suggests that this product is sort of magical.


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

Complete the following questions/tasks:

1) Why was this campaign such a landmark for beauty product advertising?


This campaign was such a landmark for beauty product advertising because after years and years of beauty advertising in which only female models and advocates took part, men were also able to take part. Manny MUA is the first male ambassador for Maybelline hence why this campaign was such a landmark. This advert was also the beginning of an uprising of male beauty influencers starring in such adverts.


2) What do the articles suggest regarding the changing representation of sexuality and masculinity?


It goes against the hyper-masculinity culture and the significance of gay role models is important for representation

3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?

Digital influencers may be attractive to companies because as said in the article, "
They represented the ‘boss’ beauty attitude in this campaign like no one else could, bringing to life this message on-screen to inspire their millions of fans…to also ‘lash like a boss.”

4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?

This is because they are both very popular and well known on social media. They also have an audience who watch them for their beauty content and so they were best suited for this advert as they can be seen as good role models for younger audiences


5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?

They suggest that they need a person to promote their product with a good connection who can spread the word. 

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 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 reassuring the target audience that it’s ‘made by men’

3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?

Men are superior and dominant in comparison to women who are inferior and subservient as seen through the positioning of both sexes in the print advert
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 preferred reading is that if you are strong and powerful and have a head full of hair you will get women and then you won't be 'gay' (in terms of an insult). However, the oppositional reading could perhaps be that if you use the product you will too become feminine like the women carrying the man who are presented as passive

5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?

Manny and Shayla are both successful and well- known social beauty influencers and elements of gender, sexuality and lifestyle can be seen throughout the advert. Manny being a Mexican Spanish American gay man challenges traditional gender stereotypes and Shayla being an African American woman (which is considered to be a minority), shows audiences how both can be seen as role models and positive influencers 
6) What is the narrative of the Maybelline advert?

The advertisement showcases the life of two YouTubers, Manny Gutierrez and Shayla Mitchell checking into a hotel/ apartment in New York City with an astonishing view of the city's skyscrapers and colossal towers. The concierge arrives with their baggage and within the stack of suitcases, a mysterious shimmery gold suitcase (at the top) is lifted and handed over to Manny and Shayla. As they open the gold suitcase, the ram packed suitcase full of the 'Big Shot' Mascara that everyone desires awaits use

 7) What does the article suggest the Maybelline advert's message is?


the narrative, unlike the 1967 advert, shows two friends who do not conform to masculine or feminine ideals but are comfortable in their skins, bodies and 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?

That men don’t have to be ‘tough and strong', they can be in charge of their lives without having to carry a gun or control women. 
Also that ‘Score’ is celebrating everything believed to be great about a patriarchal society while Maybelline is breaking down the hyper-masculinity culture.


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