Sephora Flashcards
(16 cards)
Judith Butler
This is represented in the advert when drag queen or anatomical males preform traditionally female rituals by applying makeup.
Guantlett
Constructive/Fluid : provides an array of options for how people of colour could present their identity, some would be considered some of the representations as sunberting societal expectations
Collective : Part of the black / LGBTQ community : Composite/collage image showing all types of black people (men,drag queens,young girls)
bell hooks
Sephora brands aims to attract a diverse audience, and all the females featured POC.They are no longer marginalised but are celebrated and finally included and recognized in their experiences and their achievements to the industry.
Gilroy
This advert does not reinforce but rather challenges hegemonic standards of beauty, such as the normalized mainstream Eurocentric features.
Individuals From the BAME community, who have historically been underrepresented in beauty advertising, have been selected to feature in this advert.Challenges Gilroy’s poor and helpless stereotype, cause they seem to be empowered.
REP : Beauty stabdards
Subvert the hegemonic view of beauty standards
REP: Gender
Suverts male stereotypes,seem to be performing feminine rituals, and showcasing gender to be fluid
Reinforces female stereotypes , still are interested in makeup
LANG: Split screen shot , binary opposition between past and future
Show the historical context of black inventions and its contribution to hair and makeup industry.
Funky soul music, Non digetic sound
Is upbeat, and also a intertextual refrence to black culture.Reinforces a sense of black identity.
Lexical choice “ universal “
Its for everyone, reinforces brand ideologies of inclusivity.Shows the powerful inventions that come from black people, and how its important to appreciate their backgrounds.
REP: Show ordinary Black women
Stereotypically, black women are sexualized in the industry, seen as exotic (Gilroy).Sephora shows ordinary women, directly addressing the target audience.
REP: Voguing
An iconic dane prevelant in the LGBTQ community.Representation of the drag community and black culture, as the dance was co-opted by white culture.
Wide Angle Mid Shot of a women making shea butter.
Warm and dim lighting , suggesting that the woman is working hard at night, and Sephora recognizes hard work.Presents their products as organic and trust worthy.
Jewellery seems to ethnic and of African decent and is an intertextual reference to black culture, address to their target audience.
Represents Sephora’s business objective of 15 % of products being black owned, which was done after the BLM movement and contravirsy surrounding the misrepresentation of black audiences.
Adding internet and social media refrences
Done to interact with their target audience who is younger.Could also be battling the issue of cultural appropriation and misrepresentation online, where many beauty vloggers/influencers/celebrities often take credit for styles as through they created them themselves, without acknowledging their original origins within the black community.
Close up shot , with a three part collage showing three women with a whip pan to three drag queens with similar style
This editing technique emphasizes the origin of these makeup techniques in drag/LGBTQ and black communities.
Lat shot, a black screen with text saying “Join sephora in supporting and celebrating Black beauty”
Direct address and the verb “join” is promoting engagement and participation with the link below “Sephora.com”.It also highlights that this is a movement.
Representation of society
Creates a utopia and idealized world where sephora cultivates and engages with queer and all races and promotes inclusivity.They are all joined together through the expression and love of makeup.
