| Theorist | What does it mean (in your own words) | How does it apply to the advert (in your own words) |
| Equilibrium | Every story has an exposition, conflict and resolution or beginning, middle and end. | They begin with plain clothes, the bell boy brings in the product and they are transformed. |
| Binary Opposition | A pair of related concepts that are complete opposites like good and bad. | Male and female, straight and gay, white and black, New York and somewhere less glamorous |
| Character Types | Stock characters that audiences recognize from other narratives like the hero, the villain, a princess, the father etc. | The mascara is the hero as it transformed , the villain is other makeup brands, the two influencers are the princes as they got saved. |
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