Advertising – Maybelline
Props
An abundance of the product in gold packaging and contained in a suitcase has connotations to gold
bars and almost illicit experience
The fact the roll around in the product like people rolling around in money really emphasise the
luxurious nature of the product
Costumes
Natural/relatable at first
Following the application of the product costumes are much more luxurious and suggest a night out
on the time
The transformation of this character shows the properties of the product
Expressions
Lots of winking/pouting
- reflects the sultry and suggestive nature of the make up making your more attractive to
others
Pure joy w/ their reactions to the product
- allowing the audience to know this is a positive item
Setting
Clear city scape behind
- gives ideas of wealth and a busy and high-flying lifestyle
- Being higher up suggests penthouses/more money
Hair + Makeup
Both look presentable but become more ‘made up’ following the application of the product so as to
show it in action
, Sound
Non-diegetic sound is upbeat
- suggests that tension/party atmosphere is building
- It is then interspersed with the chimes and angelic sound. which have connotations of
something magical happening, giving a mythology to the product
Beat drops and melody come into the NDS when they have applied the product and are experiencing
the full effect
Lighting
Bright high key, light room
- positive but also links to ‘clean’ ideas that are associated with beauty
Lighting becomes warmer/lowkey when mascara applied to show the dramatic effect
Camera movement
Lots of camera movement to add energy to the product
This mimics movement as if we are in the position of being in the room with them
Use of slow motion
Whilst batting eyelashes and emptying the suitcase
- Suggesting its luxury value and focus on product
Nothing is rushed, it is savoured and enjoyed
For beauty products
Beauty advertising is normally dominated by female presenters/actresses
Very often these are widely known to a wide audience and often are white
This is done to appeal to the broadest possible audience in the west
Target audience
Young, white women
Props
An abundance of the product in gold packaging and contained in a suitcase has connotations to gold
bars and almost illicit experience
The fact the roll around in the product like people rolling around in money really emphasise the
luxurious nature of the product
Costumes
Natural/relatable at first
Following the application of the product costumes are much more luxurious and suggest a night out
on the time
The transformation of this character shows the properties of the product
Expressions
Lots of winking/pouting
- reflects the sultry and suggestive nature of the make up making your more attractive to
others
Pure joy w/ their reactions to the product
- allowing the audience to know this is a positive item
Setting
Clear city scape behind
- gives ideas of wealth and a busy and high-flying lifestyle
- Being higher up suggests penthouses/more money
Hair + Makeup
Both look presentable but become more ‘made up’ following the application of the product so as to
show it in action
, Sound
Non-diegetic sound is upbeat
- suggests that tension/party atmosphere is building
- It is then interspersed with the chimes and angelic sound. which have connotations of
something magical happening, giving a mythology to the product
Beat drops and melody come into the NDS when they have applied the product and are experiencing
the full effect
Lighting
Bright high key, light room
- positive but also links to ‘clean’ ideas that are associated with beauty
Lighting becomes warmer/lowkey when mascara applied to show the dramatic effect
Camera movement
Lots of camera movement to add energy to the product
This mimics movement as if we are in the position of being in the room with them
Use of slow motion
Whilst batting eyelashes and emptying the suitcase
- Suggesting its luxury value and focus on product
Nothing is rushed, it is savoured and enjoyed
For beauty products
Beauty advertising is normally dominated by female presenters/actresses
Very often these are widely known to a wide audience and often are white
This is done to appeal to the broadest possible audience in the west
Target audience
Young, white women
