Explain how values and ideologies are communicated by media language used in the Close Study Product Maybelline ‘That Boss Life part 1’.
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Explain how values and ideologies are communicated by media language used
in the Close Study Product Maybelline ‘That Boss Life part 1’.
● Semiotics - the ideology that mascara can have a transformative effect on your life. - is
that boss life, it is portrayed that mascara can get you ‘bossed up’ and transform your
life drastically. we see this through the change in clothing, colour pallets and sound
effects throughout the advertisement.
● Colour codes - gold is used a lot in the advertisement (connotes luxury and wealth) -
The colour gold is frequently used in that boss life. It is also used for brand awareness.
At first the mise en scene colour palette is mostly whits, blues and greys. A pretty basic
and bland appearance. And then the bell hop arrives with the tray of suitcases, and
amongst the pastel coloured suitcases there is a gold suitcase that contains the product.
. This automatically grabs the audience attention as it stands out and is very glittery and
pops. They opened the suitcase and A gold.Lightings.Is.Sean unto them. This technique
is usually seen.In movies referencing that there is treasure or something gold and
precious inside the chest.Allowing the audience to.Crossed over the two and make
similarities to them.The audience that the mascara is treasure and is valuable and.It's
very wow. After they apply the mascara, their clothing suddenly changes into a
gold.Good luck, luxurious clothing. The room has been transformed into gold.
Lush.Fabrics.And.The lighting has also.Has a gold tint to it.so the audience is constantly
being shown that the mascara brings luxury highlight gold just everything.
● Dress codes - at first manny and Shayla appear in everyday clothes and then are
transformed into gold clothing - At first, in that bus life, money and Shayla are wearing
clothing that the target audience would usually wear, like a denim jacket. Just everyday
clothes, simple plain clothing. This helps the audience resonate with the influencers and
possibly see themselves in it. After the mascara is applied.They transform into Gold
clothing with elaborate designs.Which have golden sparkles.Even the bell hop has a gold
suit.And also having accessories like gold necklaces and chains. This helps reinforce the
idea of glamour, clubbing, partying.
● The setting is new york ‘the place where big dreams come true’ - The setting that the
advertisement was taken place is New York. The audience can see that by the view
outside the window.Which is of a skyline.Which usually represents.New York
settings.Although Maybelline factory is located in New York.New York has its.Name of it
being the place where dreams come true and the best place to be. Of good suit to the
advertisement as it has the ideology of using if using the mascara you'll be at.The best
place she'll be of the best self. We'll have a big transformation.
● Propps narrative and storyline show the transformation process and go hand in hand
with this theory - That bus life, has the function 29 of transfiguration the hero is given a
new appearance the hero is given a magical object in order to transform and in this case
the magical object is the mascara. In that boss life, it follows props narrative theory of
having.Different propane characters like the hero, the helper.ETC.I follows.The storyline
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