black beauty is beauty

 

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

gain back black customers after the racial issue involving sza

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

the ones showing which types of hair styles and inventions were created by black people to show their influnce on beauty

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

Hulu , HBO max , tiktok

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

no one feels left out. The film has more inclusion in its under-a-minute runtime than two hour features have in their whole film. Rather than dipping a toe in “diversity,”

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

 Sephora pledges at least 15% of their shelves for Black-owned brands 

a promise to promote black owned brands to rebuild relationship

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

close ups of people using the product to show how good it is so consumers will be tempted to buy the product as they'll see the outcome on others

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

settings like the saloon represent black culture , and the family home where the mother is doing her daughters hair showing how it gets passed on through generations

props - devices that black people made to show their influence on hair  

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

jumpcuts to show different generations of black influence on beauty 

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

the voicover connects the ad all together and explains to the consumer what their seeing 

5) What is the overall message of the advert

black people have had a great deal of influence on beauty from multiple generations 

1) Look at the exam hint on the first page. How does Sephora as a brand and the CSP specifically reflect contemporary social and cultural contexts? 

because at a similar time the black lives matter movement was going on which reflects the advert with highlighting black people in the early 2020's in society 

3) What aspects of media language are highlighted on page 3 of the factsheet? 

they mentioned camera pans across the salon, creating a fluid motion as well as medium close ups of the tools used by Black beauty. The split screens and mirror shots highlighting the origin stories for tools and the binary opposition between the old versus new

4) How does the factsheet summarise the advert on the final page?

Overall, the advert deviates from the conventional focus on individual products or brands and instead centres on the message of inclusivity and diversity.

5) What are the four ideologies in advertising highlighted in task 8 on the final page of the factsheet? In your opinion, do you feel the Sephora CSP advert challenges or reinforces each of these?  

Consumerism - agree as they are selling a product 

Identity - beauty hair and makeup can be a big part of someones identity

Capitalism - agree as they are selling a product 

gender fluidity - agree as there are men putting on female make-up