Advertising: Sephora Black Beauty Is Beauty CSP

Wider reading on Sephora Black Beauty Is Beauty

1) What was Sephora trying to achieve with the campaign?

achieving a dedication to racial equality advancement in the cosmetics and retail industries.

2) What scenes from the advert are highlighted as particularly significant in the articles?

A direct reference to the "black lives matter" movement is made on the final dark screen.

3) As well as YouTube, what TV channels and networks did the advert appear on?

HBO Max, Hulu, Twitch

4) Why does the Refinery29 article suggest the advert 'doesn't feel performative'? 

Inclusion of history and all body types, orientations and races, Black Beauty Is Beauty doesn’t feel performative. No one feels left out.

5) What is the 15 per cent pledge and why is it significant?

a minimum of 15% of their brands will come from black companies. It aids in the business acceleration of black brands.


Advertising agency feature

1) Why did Sephora approach R/GA to develop the advert?

Sephora wished to address the issue of racial fairness in the cosmetics sector.

2) What was the truth that R/GA helped Sephora to share?

Black people have influenced numerous popular beauty trends, ingredients, tools, and language that we all love.

3) How did the advert 'rewrite the narrative'?

providing the background and giving black people credit for the innovations.

Sephora website: Black Beauty Is Beauty

1) How does Sephora introduce the campaign?

According to Sephora's introduction, they support equality while also celebrating individual uniqueness.

2) What statistics are highlighted on the website? 

Less than 1% of venture financing goes to black-owned enterprises, while 3% of large beauty brands are owned by people of colour.

3) What do we learn about Garrett Bradley - the director of the advert? 

filmmaker who focuses on issues of race, class, and history. She was the first black woman to win best director at Sundance and was nominated for best documentary feature at the 2021 Academy Awards. Her first commercial appearance was in this ad.


Media language: textual analysis

1) How does the advert use camerawork to communicate key messages about the brand?

Lookups signified the building of beauty, which was supported by black people's development of trends in the dominant image.

2) How is mise-en-scene used to create meanings about black beauty and culture?

They presented a very favourable image of black culture by dressing stylishly but casually, which shows that they are very laid back.

3) How is editing used to create juxtapositions and meanings in the advert?

Older audiences were given a nostalgic sensation by the use of swipes and split-screen, which contrasted older and more modern scenes to highlight the differences and effects of Black beauty trends.

4) How are verbal codes used to create meanings in the advert - the voiceover and text on screen? 

The text that appears on the screen compels viewers to comprehend and concentrate on the advertisement's goal. The voiceover is performed with an American accent, which may imply that just as BLM movements began in the United States, so did this movement.

5) What is the overall message of the advert? 

To acknowledge the black creators who transformed the global fashion industry.

Comments

Post a Comment

Popular posts from this blog

Magazine Practical Task

Image
Research 1) Use Google to research potential magazines that you could use as your brand/design for this project.  Create a shortlist of  three  potential magazines and embed an example front cover from each one. We recommend looking at lifestyle magazines or a similar genre as these are more achievable to re-create. 2) Choose  one  of the three magazine brands to use for your project e.g MARVIN, Vogue or The Gentlewoman. Then f ind  three  different front covers for your chosen magazine and embed them in your blogpost. Analyse the fonts, colours and typical design. What is the language or writing style? How are the cover lines written? What camera shot is generally used for the cover image? You need to become an expert in the design and construction of this magazine and its branding. 1) On a Word or Google document, plan your  main cover line  (also called the 'main flash') - this is the main cover story that links to your central image. 2) Briefly plan the  image  you will nee
Read more

OSP: Paul Gilroy - Postcolonial theory and diasporic identity

  Paul Gilroy - blog tasks Read the Factsheet and complete the following questions/tasks: 1) How does Gilroy suggest racial identities are constructed? They are historically produced, shaped by consumer capitalism, nationalism ideology, slavery, and colonisation. 2) What does Gilroy suggest regarding the causes and history of racism? They developed during the eras of colonisation, slavery, and other practices that have been passed down through time.  3) What is ethnic absolutism and why is Gilroy opposed to it? Ethnic absolutism is an ideology of belief that holds that race is the primary factor separating people from other ethnic groups.  4) How does Gilroy view diasporic identity? According to Gilroy, a person's diasporic identity is irreversible since they are born with cultural roots. 5) What did Gilroy suggest was the dominant representation of black Britons in the 1980s (when the Voice newspaper was first launched)? They were perceived as the other and were estranged from the
Read more

Reception theory: blog tasks

Image
1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert? The preferred reading for the 50 cent campaign and advent was to make the audience assume their target demographic was aimed at a younger audience who were surrounded amongst “crime”. The use of 50 Cent in this advertisement makes Rebook come across as “cool” and diverse with the use of using someone with a rather controversial background and history. The oppositional reading would be that reebok is highlighting and glorying gang life and culture which could be taken out of context and used as a negative for the company. 2)  What are the preferred, negotiated and oppositional readings for the advert of your own choice that you analysed for last week's work? The preferred reading would be losing weight and mass and becoming a vegetarian. This advertisement has good connections but it was designed very badly. The oppositional would be that this is fat shaming at the highest level. This also pr
Read more