Maybelline 'That Boss Life': case study & wider reader

Close-textual analysis:
Cinematography: camera shots and movement:

• Zooms- fast paced, draws in audience, audience involvement, mimics vlogging.
• Tracking zoom when their makeup is done.
• Close up of the product (mascara)- enhances the success of it.
• Close up of the eyes- demonstrates the product in use and how good it is.

Narrative & Genre: narrative theory and sub-genre:

• Heroes; they give a transformative influence (quest).
• Quest to get mascara- luxury/quest for fame /perfect.
• The bell boy is considered as the 'donor'- he gives them the gold suitcase.

Mise-en-scene: costume and props:

• Juxtaposition between costumes.
• Intertextuality/ parody- mascara is treated like money- excess/ wealth/ priceless.
• The product features in most shots- this reinforces then synergy/ focus.
• The suitcase is a reference to an action movie code- quest/ mission success.
• Gold motif.

Mise-en-scene: actors, setting, lighting and colour:

• Stereotypical 'camp' effeminate gay male- (not so subversive; for it to be subversive, they would have used a man who is perhaps considered as hyper masculine).
• Successful racial minorities.
• Latino man is subverted (stereotype is usually violent or 'macho'); black female, strong?
• During the beginning, there was natural lighting which gives off a vlog vibe. 
• The lighting switches from natural to an artificial gold light- It hints that vloggers only show the glamorised version of their life and not their real life.
• Penthouse connotes luxury, status, aspiration.
• The fact that it is in New York, links to the brand ('Maybelline New York') and Hollywood glamour as it is famous for film making etc.

Editing: pace, transitions and visual effects:

• The gold flares makes it dramatic and links with 'Big Shot'.
• Glint in the eye accentuates that the mascara makes you look outstanding but also makes you glamorous.
• Slow motion alludes to the fact that the mascara is seen as treasure; this helps the audience to realise that he product has value and it is luxuriating.
• The pace increases- impact of the mascara on your life; your life goes from boring to amazing so quickly once you buy this mascara.

Graphics: text/ graphics on screen:

• 'Manny and Shayla'- informal (only their first names)- coming of age- we know who they are.
• The same shot is shown and the start and the end- cyclical narrative.
• Intertextuality- 'Maybelline presents'; vlog/ film.

Sound; dialogue, music and sound effects:

• The music is upbeat, modern and repetitive; non-digetic.
• The beat drops when they change their clothes/ do their makeup; anticipates the finale.
• They use slang within the dialogue; 'Girl' demonstrates their friendship, they are good friends.

Wider reading:

1. This was such a landmark for beauty product advertising as this was the first ever partnership with a man as the star of a campaign.
2. "After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn't just for girls; its for guys too."- this suggests that society has developed therefore, it is more accepting of gender fluidity as males are able to wear makeup (which was associated with females only).
3. Digital influencers are attractive to companies as the inspire millions of fans.

4. I think that Maybelline chose Manny  and Shayla as they are popular makeup artisst/ youtubers therefore, the could encourage some of their fans to buy the product as they inspire many people. Manny is a gay man; he represents the LGBTQ community and also subverts the traditional representations of men being masculine.

5.

The changing face of masculinity:
1. The article suggests that the advert it attempting to communicate the fact that men have power- "if you conquer, you will be desired."
2. It says that narrative is created as the women are looking at the man "adoringly" therefore, it alludes to the fact that this particular product means that it will allow you to get more attention and furthermore, stand out from the crowd.
3. The score hair cream advert reinforces the 1967 print ad by Bristol Myers.
4. The preferred reading is "the consumer can have everything they want in the world if they buy the hair product." The oppositional reading is that women are obliged to listen to men as they are dominant.
5. The background of Manny Gutierrez and Shayla Mitchell is significant as they are very popular in the online community; also, Manny is an openly gay man and Shayla is black. This reinforces gender fluidity as well as ethnic fluidity.
6. The narrative is based around Manny and Shayla. They arrive at a hotel in New York City. They both discover a gold, luxurious suitcase and open it. Inside of the case are thousands of mascaras (the product). They get ready then they find the bell boy using the mascara.
7. The article suggests that the message is how people can be happy in there own skin as they are accepted for who they truly are.
8. The Score advert represents the old ideas around masculinity whereas the Maybelline advert shows how masculinity has conformed to the modern day society and it is more flexible and accepting.