Advertising: Sephora Black Beauty Is Beauty CSP

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

To give credit to the original black founders of makeup innovation.
2) What scenes from the advert are highlighted as particularly significant in the articles?
The black screen at the very end is a direct address to the black lives matter movement.

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

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?
Sephora will dedicate 15 percent of its shelf space to black owned businesses. This is significant because they can raise awareness for black store owners.

Advertising agency feature

The Black Beauty Is Beauty advertising spot was created by global creative agency R/GA. Look at their website feature on the project and answer the following questions:

1) Why did Sephora approach R/GA to develop the advert?
Sephora wanted to something about the racial equity in the beauty industry.

2) What was the truth that R/GA helped Sephora to share?
The influence of black people has led to many of the beauty trends.

3) How did the advert 'rewrite the narrative'?
Sharing the history and crediting black people for the innovations.


Sephora website: Black Beauty Is Beauty

Visit the Sephora website page on Black Beauty Is Beauty. Answer the following questions:

1) How does Sephora introduce the campaign?
Sephora believes in championing all forms of beauty.

2) What statistics are highlighted on the website? 
3 percent of major beauty brands are black owned and less than 1 percent of all venture capital goes to black owned businesses.

3) What do we learn about Garrett Bradley - the director of the advert? 
They are an American artist and filmmaker. She was the 1st black woman to win best director at Sundace for the film she made called Time.


Media language: textual analysis

Watch the advert again and answer the following questions that focus on technical and verbal codes. Use your notes from the lesson to help you here.  

1) How does the advert use camerawork to communicate key messages about the brand?
Lookups were the dominant shot which represented the construction of beauty which was aided through the creations of the trends by black people.

2) How is mise-en-scene used to create meanings about black beauty and culture?
They were wearing fashionable and relaxed outfits which give a very positive representation of black culture that they are very laid back.

3) How is editing used to create juxtapositions and meanings in the advert?
The editing was very old fashioned and having a more 80s type of editing. This may portray the nostalgia and intense history of fashion trends.

4) How are verbal codes used to create meanings in the advert - the voiceover and text on screen? 
The rhetorical question at the very start makes me rethink about the influence of black people on the many fashion trends still used to this day.

5) What is the overall message of the advert? 
To credit the black creators for changing the means of fashion all over.

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