Advertising: Sephora Black Beauty Is Beauty CSP

 Complete the following questions/tasks:


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

The black beauty is beauty aimed to highlight and celebrate black beauty 

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

A beauty parlour, dressing room and a mother and her daughter showing the products and trends in beauty 

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

Digital channels like BET, OWN Hulu, HBO max 

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 campaign than 2 hour films 

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

The 15 Percent Pledge is a US-based non-profit organization that encourages retailers to pledge at least 15 percent of their shelf-space to Black-owned businesses

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?

The advert uses close ups to show beauty and slow mo to emphasise sophistication and elegance 

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

It has diverse skin, hairstyles and clothing to celebrate variety in black beauty 

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

Contrasting images of black beauty showing modern and old styles 

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

It uses empowering and motivating voiceovers to celebrate black beauty and culture, while the text on screen shows key diversity 

5) What is the overall message of the advert? 

The overall message is that black beauty is diverse and worthy of celebrating 

Media factsheet

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?

By showing a range of skin tones, body types and identities challenging traditional beauty standards 

2) Media theory: how are Butler, Gauntlett, bell hooks and Gilroy applied to the CSP?

It shows butler by challenging society’s norms by showing diversity, it shows gauntlet through a diverse range of representations 

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

Camera angles and narrative sequences 

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

That Sephora is a brand leading company for equality 

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, identity, capitalism, gender fluidity. In my opinion I think the Sephora cap challenges these ideologies as any race, identity or body shape is not judged but shown as beauty 

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