Advertising and Marketing Index :)

My Advertising and Marketing Index

1) Advertising: narrative in advertising

2) Advertising: persuasive techniques

3) Advertising: the representation of women in advertising

4) Advertising: Gauntlett and masculinity

5) Advertising: Score CSP case study

6) Advertising: Maybelline CSP case study

Maybelline 'That Boss Life' Case Study: Blog Tasks :)

Wider reading on That Boss Life

Read these three short articles on the Maybelline 'That Boss Life' 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

WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign

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

This campaign was a landmark for beauty product advertising because it was the first time Maybelline teamed up with beauty influencers as well as their first ever partnership with a man. Maybelline has limited their makeup ads to only women for decades but this advert has presented the new perspective that makeup is not limited to only women, it is for men too

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

The articles suggest that the changing representation of sexuality and masculinity is becoming more prominent in modern-day society. However, the Your Story article mentioned how the homophobia that Manny had experienced led them to believe that society hasn't changed as much as we like to believe. Andreja Pejic was also mentioned in the article for being a transgender woman who was the first completely androgynous supermodel who would model in both 'male' and 'female' clothes- this leads to the suggestion that labels of gender are losing their dominant ideologies and gender is becoming more fluid instead

3) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla to feature in this campaign?

Perhaps Maybelline chose MannyMUA and MakeUpShayla to feature in their campaign because they are portraying an open, accepting and diverse brand through the use of an openly gay man as well as a woman of colour. Young people tend to associate themselves with brands with values such as these so Maybelline has undeniably considered the influence the advert would have on their consumers 

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

The WWD article suggests that the crucial factor for brands regardless of whether they use influencers or more traditional celebrities is that they are someone recognisable, socially effective and a celebrity that has credibility on social media

Maybelline 'That Boss Life' Media Factsheet

Factsheet #181

1) Why was 'That Boss Life' a change from how Maybelline had traditionally advertised their products?

Traditionally, Maybelline advertised their products through using two high profile vloggers but 'That Boss Life' is culturally, socially and historically significant in that Maybelline has chosen to dispense with ‘A’ list celebrity endorsement and go where the modern influencers with large fanbases are 

2) Why are digital influencers so attractive to companies?

Digital influencers are so attractive to companies as they have proved to be the best way of reaching millennial customers, who tend to shun traditional advertising

3) How does the advert use media language to construct meanings for the audience?

The advert uses media language to construct meanings for the audience through the mise-en-scene of the New York City setting to connote glamour and opportunity. There is a use of high-key lighting and the repetition of the gold motif in order to reinforce the colour of the product and the connotation of wealth and luxury and an idealistic life. The slow-motion editing shows off the product and allows the audience to fully absorb what the advert is promoting. Likewise, sound effects are added for emphasis- the products shine and glitter like gold. The mascara wand also makes sounds like a magic wand to suggest that the product is magical. Close up shots are used to show the product being applied and the difference that the product can make. The use of the slogan ‘Big Shot – Lash Like a Boss’ connotes the idea of “being in charge”, suggesting that the eyeliner itself is bold and will make the user feel confident

4) How does the advert use postmodern elements?

'That Boss Life' also incorporates a number of post-modern elements, including its use of intertextuality and hybridity. The suitcase that glows upon opening is reminiscent of the enigmatic suitcase famously used in Quentin Tarantino’s Pulp Fiction. Likewise, the image of ‘people rolling around in their new-found wealth’ is an often-repeated scene in moving image texts 

5) What narrative elements are discussed in the factsheet for 'That Boss Life'?

'That Boss Life' makes use of an extended narrative and also tells a story in two parts. The advert makes the assumption that the audience is already familiar with Manny and Shayla and positions the audience to view it as ‘normal’ for men to wear make-up. Given its longer length, the advert also employs a more classic linear narrative structure, reminiscent of the Cinderella story

6) The factsheet discusses several interesting aspects of representation in the advert. Write three bullet points on aspects of representation and gender fluidity linked to the advert.

• Not only does employing males reflect the changing social context, but it also makes economic sense for beauty brands. Traditionally their market has been female focused, but by ‘normalising’ the use of make-up by males allows them to expand their reach 
• In 2016 CoverGirl signed up 17-year-old make-up artist James Charles to appear in their So Lashy mascara advert. Like Manny Gutierrez, James Charles also commands a large social media following. The choice of a male CoverGirl model clearly reflects the changing social and cultural context
• Younger audiences are also more likely to be responsive to 'That Boss Life'- they are probably already familiar with Manny and Shayla, and more likely to identify with them, as well as being more liberal minded and accepting of ‘gender fluidity’. Conversely, older audiences are less likely to be familiar with Manny and Shayla and possibly more dismissive of the ‘structured reality’ form of the advert

Media Magazine: The Changing Face of Masculinity

 'The Changing Face of Masculinity' in MM63 (page 15)

1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?

The article suggests that the message the Score hair cream advert is trying to communicate to the 1967 audience is that men can have power, conquer and be desired by females 

2) How does the article suggest the Score hair cream advert uses narrative to sell the product?

The article suggests the Score hair cream advert uses narrative to sell the product by using a large image of a grinning man dressed like a hunter with a rifle nestled in the crook of his arm. He is held aloft on a tiger-skin platform by five women dressed in sexualised hunting costumes (short skirts, tied-up shirts and ammunition belts)- four of the women look up at him adoringly while the fifth, with a sultry expression, looks directly at the consumer. The strapline: ‘Get what you’ve always wanted’ is, like the image, a bold aspirational statement. There is no ambiguity in the narrative- the consumer can have everything they want if they purchase the product 

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

The Score hair cream advert reinforces the 1967 stereotype of hypermasculinity through the tone of the copywriting which continues to reinforce the overly masculine qualities of Score Hair Groom’s when describing the ‘masculine scent’ and reassures the target audience that it’s ‘made by men’. This addresses the hesitation that men may have about purchasing and using grooming products- there is an emphasis on the fact that no women were involved in the creation of this product so it is solely for men. The brand continues to reinforce the idea that the product (reflective of society of the time) is all about masculine supremacy so stereotypes of a patriarchal society are constantly emphasised

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 of the advert would be that heterosexual males can achieve everything presented advert: power, control and sex appeal through the use of the product 
• An oppositional reading would be that the macho-laden ideas presented in this image are damaging to male self-esteem and present women as passive and merely decorative 

5) Moving on to the Maybelline advert, how does this use narrative and what is the message of the advert?

The Maybelline advert uses narrative to tell the story of two YouTubers, Manny Gutierrez and Shayla Mitchell checking into a New York City hotel room with a stunning view of the city. They open up a gold, glittery suitcase overflowing with the product. Once they apply the mascara, the user (irrespective of gender) is instantly transformed into a more sophisticated cosmopolitan life surrounded by a life of luxury: a Manhattan hotel room, glamorous clothes and the promise of admission to the hottest clubs in the world’s greatest city. The message of the Maybelline advert is that you don't need to conform to stereotypical masculine or feminine ideals to fit into society, the advert reinforces the idea of being happy in your own skin as well as confidence with your body and sexuality 

6) 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?

The Score advert suggests that society in 1967 encouraged the idea of a patriarchal society while the Maybelline advert suggests that society in 2017 is applauding the breakdown of hyper-masculine culture 

Score Advert and Wider Reading: Blog Tasks :)

Media Factsheet - Score hair cream

Media Factsheet #188: Close Study Product- Advertising: Score

1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change?

Advertising techniques in the 1960s relied less on market research and relied further on creative instinct in planning their campaigns- the visuals of an advert were much more important, they would feature large visuals and minimal copy for a dazzling, dramatic effects. Print ads took on a realistic look, relying more on photography than illustration, and TV spots gained sophistication as new editing techniques were mastered

2) What representations of women were found in post-war British advertising campaigns?

In post-war British advertising campaigns the representation of women reinforced the idea that a woman's place was in the home. This came after previous propaganda posters of the Second World War had convinced women that their place was on farms and in factories while the men were away fighting in the war 

3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image? You may wish to link this to relevant contexts too.

In the focal point of this advert, there is a man that is being carried by five women who are dressed provocatively- the costume worn by the women sexually objectifies them and reinforces van Zoonen's idea of 'Western beauty standards' due to them being white, young and slim. The man has been positioned above the women and the women are underneath in order to reflect the patriarchy- the man has been placed in a position where he is asserting his dominance and superiority and the women are presented as inferior and submissive and obedient compared to men. This reinforces the patriarchy and the power imbalance that was present during the time of the advert but the Equal Act Pay of 1970 (a few years after the advert) helped subvert these ideologies. We can also see the use of make-up on the women in the advert and the emphasis on the women's heavily made-up faces reinforces the sexist idea that women are presented as a spectacle or a performance- this links to Mulvey's theory of the 'male gaze' which presents women in a way that pleasures men. Another notable mention is the setting that is in a jungle and this reflects Britain's colonial past and that this setting is likely to belong to a place that Britain colonised

4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert?

The factsheet suggests that in terms of a narrative analysis of the Score hair cream advert the man identifies as the hero (applying Propp's character theory) of the women who act as the 'reward' looking at him with adoration due to his masculine endeavours. It can also be said that the Score hair cream provides a new equilibrium for men which is being reassured of their masculinity while the disequilibrium could be seen as the decriminalisation of homosexuality in 1967, the 1970 Equal Pay Act and the collapse of the British Empire in 1947. The gun in the man's hand also serves as an action code (applying Barthes' action codes) which is further reinforced by the leopard print seat he is sitting on which has strong connotations of hunting. This paired with the guns creates a clear image of violence that support toxic masculinity 

5) How might an audience have responded to the advert in 1967? What about in 2019?

It is likely that an audience in 1967 wouldn't have taken a second glance at this advert due to the fact that this advert was a portrayal of what they deemed to be an appropriate and accurate representation of society. The advert features a hypermasculine representation of men which was a dominant and common representation of men in the 1950s-1980s. However, an audience from 2019 onwards would not be so passive to an advert like this. Due to their further education of gender and gender roles, they would likely suggest that the representation of women in this advert is extremely demeaning as it objectifies women by reinforcing the patriarchy 

6) How does the Score hair cream advert use persuasive techniques (e.g. anchorage text, slogan, product information) to sell the product to an audience?

The Score hair cream advert uses persuasive techniques such as inadequacy marketing to sell the product as it suggests that the Score hair cream can solve the problem of perhaps 'not being masculine enough' if men use it. It also suggests that using the Score hair cream means that women will be all over you which in turn would make men feel as though if they don't have 5 women serving you then you're doing something wrong. The anchorage text is also designed to reassure men in an era of changing attitudes to gender and society that using Score hair cream doesn't make men less masculine and actually increases their masculinity instead. Considering all the hypermasculine representations of men in the media, this was likely to be what the majority of men at the time were aiming for. The slogan "get what you've always wanted" has an innuendo of 'sex sells' which once again reinforces hypermasculine stereotypes that men would have played into

7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or Judith Butler?

• Judith Butler: Suggests gender is a performance and this can be applied to the advert because we can see that the man is presented as a stereotypical man who is dominant and admired whereas the presentation of women is that they are objectified and sexualised 
• Mulvey's male gaze: Suggests that women in the media have been presented in a way for the male gaze and the pleasure of men which can be applied to this advert where the women are wearing revealing clothing to show large amounts of their bodies for men to enjoy 
• van Zoonen: Suggests that the media reinforces Western beauty standards and this can be seen in the advert because the women are young, white and slim and been presented as a 'spectacle' as they are wearing revealing clothes in a jungle setting which is inappropriate which suggests that this advert has purely been done in order to present women as a spectacle

8) How could David Gauntlett's theory regarding gender identity be applied to the Score hair cream advert?

David Gauntlett's theory regarding gender identity can be applied to the Score hair cream advert because Gauntlett suggested that there are generational differences in views on identity. The Score hair cream advert is trying to make the hair cream seem masculine and they reinforce that it's made by men for men to reassure men that using this beauty product doesn't make them seem more feminine, a trait often associated with homosexuality. In modern days, gender has become much more fluid so constantly reminding men in modern days of how manly the product is could actually discourage them from being who they are and living how they feel comfortable with. The media and audiences have positively changed over time because while the Score hair cream advert wouldn't have received any backlash for the hypermasculine representation of men and the objectification of women, a modern audience would not receive this well and it would offend a lot of people

9) What representation of sexuality can be found in the advert and why might this link to the 1967 decriminalisation of homosexuality (historical and cultural context)?

The representation of sexuality in this advert is intentionally intended to reinforce heterosexuality by rejecting all the traits associated with homosexuality at the time and creating a more hypermasculine representation of men which was linked to heterosexuality. In 1967, homosexuality was just decriminalised but social attitudes did not change immediately so the reactions towards homosexuality could have been somewhat extreme. This means that it was accepted for the men in 1967 to not want to be associated with homosexuality because it would make them seem less 'manly' and this is presented by the hypermasculinity in the advert that rejects homosexuality and anything else that may indicate less masculine men 

10) How does the advert reflect Britain's colonial past - another important historical and cultural context?

The advert reflects Britain's colonial past because everyone in the advert is white and wearing clothes that we would associate with explorers. This also suggests how the British would 'discover' land and claim it as part of the British Empire. The setting also resembles a jungle or a forest, climates seen of the countries that Britain colonised such as India

Wider reading

The Drum: This Boy Can article

The Drum magazine on gender and the new masculinity 

1) Why does the writer suggest that we may face a "growing 'boy crisis'"?

Because we are much less equipped to talk about the issues affecting boys because there’s an unconscious bias that males should simply ‘man up’ and deal with any crisis of confidence by themselves. Men are committing suicide more than women, and are more likely to drop out of education and get involved in crime, drugs and binge-drinking. Moreover, as women are increasingly empowered, many men feel increasingly disempowered, accentuating these social problems 

2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?

The Axe/Lynx brand changed its marketing to present a different representation of masculinity by undertaking a large-scale research project into modern male identity, men are craving a more diverse definition of what it means to be a ‘successful’ man in 2016, and to relieve the unrelenting pressure on them to conform to suffocating, old paradigms. This insight led to the step-change ‘Find Your Magic’ campaign from the former bad-boy brand 

3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?

Campaigner David Brockway suggest advertisers plays its part in identity- a 13-year-old boy of average build in one class had told him that seeing an ad made him feel fat- "He didn’t mean a bit out of shape. He meant everything that goes with that feeling such as seeing himself as lazy, unaccomplished and incapable.” In order to prevent a full blown crisis of self-worth, Brockway advocates that advertisers “totally reinvent gender constructs” and dare to paint a world where boys like pink, don’t like going out and getting dirty, or aren’t career ambitious, for example

4) How have changes in family and society altered how brands are targeting their products?

Changes in family and society have altered how brands are targeting their products completely- Brian Miller says that "historically the household purse has been controlled by the woman but now US men are running household budgets. If brands don’t recognise this, they are going to lose out because they’re increasingly ignoring their potential biggest audience. We hear a lot about women’s voices needing to be heard, but in FMCG men are a strangely silent group.” As a result of this, brands are doing a lot more market research into modern male identity so that they can shift their marketing to appeal to a more ABC1 male demographic

5) Why does Fernando Desouches, Axe/Lynx global brand development director, say you've got to "set the platform" before you explode the myth of masculinity?

Fernando Desouches, Axe/Lynx global brand development director, says that you've got to "set the platform" before you explode the myth of masculinity as the idea of masculinity is potentially one of the most dominant representations that hold the most influential stereotypes of them all. We all immediately associate power and dominance with men because the stereotypes have been instilled in us by the media for so long. As a result we can't just immediately tell audiences that everything we've been taught about masculinity is wrong as they won't believe it or even if they try it will be very difficult for them to all associate and adopt a new view on masculinity. It is perhaps the very way that we were taught about masculinity that we must use to 'unlearn' it and explode the myth