| Theorist | What does it mean (in your own words) | How does it apply to the advert (in your own words) |
| Equilibrium | The story structure eg. the beginning, middle and end | Before the use of the makeup, the beat drop and after the use of makeup. |
| Binary Opposition | A pair of relating things with opposing meaning. | The two makeup artists and the non makeup wearing bell boy. Working in a hotel – staying in a hotel. |
| Character Types | The villain and hero. And stock characters. | The makeup being the hero and not wearing makeup could be the villain. |
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