This gives us an opportunity to explore the idea of gender fluidity in society and the media - plus compare the changing representation of masculinity in advertising. Notes from the lesson are here:
Gender fluidity
Gender fluidity is when gender expression shifts between masculine and feminine. Indeed, gender identity has become a major media and social issue in the last 10 years.
Young (and some older) people are increasingly identifying as gender fluid – and some have credited the internet for this change. They suggest that millennials grew up with the internet so can easily find information on topics like gender expression and supportive communities online.
You can read more on this view and gender fluidity in this CNN article here.
Maybelline 'That Boss Life Pt 1'
The Maybelline ‘That Boss Life’ advert was part of a digital campaign for their ‘Big Shot Mascara’ product. It has been removed from YouTube officially but is available for Greenford students at this link (you'll need to sign in with your Greenford username and password) and below on YouTube at the time of publishing:
The campaign was significant as it was the first time Maybelline used a male brand ambassador and digital influencers. The use of YouTube stars Manny Gutierrez and Shayla Mitchell meant the brand could reach their combined (at the time) 5.1 million Instagram followers and 2.5 million YouTube subscribers.
In addition, Gutierrez (‘MannyMua’) is Mexican-Spanish-American and openly gay, offering a very different representation of masculinity and sexuality to the 1967 Score hair cream advert.
Blog tasks: Maybelline 'That Boss Life' case study
Work through the following tasks to make sure you're an expert on the Maybelline CSP and particularly the wider social and cultural context.
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.
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
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.
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
3) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla to feature in this campaign?
4) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
Maybelline 'That Boss Life' Media Factsheet
Go to our Media Factsheet archive on the Media Shared drive and open Factsheet #181: Close Study Product - Advertising - Maybelline - That Boss Life. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets. If you need to access this from home you can download it here if you use your Greenford login details to access Google Drive. Answer the following questions:
1) Why was 'That Boss Life' a change from how Maybelline had traditionally advertised their products?
2) Why are digital influencers so attractive to companies?
3) How does the advert use media language to construct meanings for the audience?
3) How does the advert use media language to construct meanings for the audience?
4) How does the advert use postmodern elements?
5) What narrative elements are discussed in the factsheet for 'That Boss Life'?
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.
Media Magazine: The Changing Face of Masculinity
Finally, 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?
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
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?
5) Moving on to the Maybelline advert, how does this use narrative and what is the message of the advert?
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?
Due date on Google Classroom.
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