Technical Code	Denotation of the advert – What is in it and what is it trying to promote	Connotation – What is it signifying)
Setting	New York penthouse, whole set changes when Manny and Shayla opens the golden suit case filled with the mascara. everything transforms into the theme of the mascara and is ” bossed up” (intensified music and everything is golden)
Clothing	Bland basic clothing to start with, then transitions into bright golden clothing.
NVC	Body language that was first displayed is exaggerated and flamboyant to express deep emotions of happiness and excitement. after they are “bossed up” they start to model themselves into powerful, strong and cool stances to show the audience that not only was it just a physical appearance change, it was a mental change as well.
Dialogue	Conversations promoting the product.
Sound Effect	Subtle trap and upbeat music under the characters voice. Music increases when Manny and Shayla transform. Lots of shimmering chimey sounds used to emphasise the products desire for the viewer.
Music	Trap music with a heavy beat throughout the whole advert
Camera shot size	Different camera angle cuts (long shot, closeup, extreme closeup) to show off that you can look good at any angle with the mascara.
Camera movement	Slow-motion shots used to emphasise the sleek and hotness that the makeup can supposedly make you.
Editing	Different camera shots are edited with music to again, emphasise how amazing you can look with the mascara.

Technical Code	Denotation (ie what is it – simply describe what you see / hear)	Connotation (ie what does it signify)
Setting	Flat, high up	Power
Clothing	Dull ordinary clothes change to shimmery gold clothing	Change in peresective, feel like a boss
NVC	Shift in representation of identity	Identity is becoming more fluid and stereotypes are changing
Dialogue	Energetic	Shows enthusiasm
Sound Effect	Swoosh	Shows the sudden change in perspective / identity. (transformation)
Music	Upbeat	Confidence and enthusiasm
Camera shot size	Wide angle	It’s a lot to take in
Camera movement	Changes angle	Different perspectives / views, how the product can change the way you feel
Editing

Cultivation theory: explains the long-term effects and the more something is seen, the more people believe it’s true, that they should watch it or that they should use it. 

The more the Maybelline advert is shown, the more people will want to try out the product to see whether the product is as good as it’s suggested. Due to the fact that the product is made to seem so good, to back this up the product is gold. This suggests a magical effect or a sense of luxury. The audience watching the video are then intrigued to want to try it out in order to be made to feel this specific way. 

Reception theory: someone’s opinion is stated then a comment can be made about their statement which can be positive, negative or undecided so that people can agree or disagree.  

In the Maybelline advert shown, the two youtubers featured in the video are stating how great the product is that people should invest in it and buy it. However, people might be intrigued to buy the product or others could disagree and not want to buy it.  

Many factors could affect whether the audience take the dominant, oppositional or negotiated reading. 

• Age 
• Beliefs 
• Culture 
• Gender 
• Life experience 

• Mood at the time of viewing 

• Maybelline invented mascara 
• The founder, Thomas Williams, wanted to be remembered as “the king of advertising.”
• Maybelline was the precursor of the highly popularized before and after ads. The brand slowly replaced Hollywood celebrities from their marketing campaigns with non-famous models in before and after shots of their products. 
• maybelline was valued at  $2.398 billion making them the 16th most valuable cosmetic company in the world  
• It is owned by l’oreal who have a net worth $107.5 billion