From watching this advertisement, the main element that stands out to me is the fact that there is a male as the dominant signifier. From having a wide audience watching this video, it has introduces  a ideology towards cosmetics, as it challenges the concept, as cosmetics are usually seen on females. As a result, cosmetics have broken the gender stereotypes by choosing male models as a face of a brand. The interesting thing is that in the 1990s, it was very rare for males to were makeup, however, in todays culture, the male cosmetic models are slowly increasing, and is becoming apart of normality. This is discussed through an article from Glamour, stating, “After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too. Back in October Cover Girl named James Charles its first Cover Guy, and brands like Milk Makeup and Anastasia Beverly Hills have been featuring men in advertising campaigns and on social media for a more universal and inclusive approach to beauty. Even Giorgio Armani launched a gender-neutral lip balm called Him/her Lip care this past Fall.” This may be from the audience watching people such as Jeffery star, James Charles, and Manny Gutierrez himself, and have become idols and inspirations to people. From watching this advert, it can either be seen as a reactionary and radical response, as people may seem questionable about the fact a male is modelling makeup, which would make this a radical response. The fascinating thing is that if this advert was viewed in the 1990s, it would more likely be seen as a radical response, however, in the modern era, especially currently, it would more likely be seen as reactionary response. In conclusion, the only reason that makes it a radical  response is from the dominant signifier; Manny Mua.