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
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
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