| Theorist | What does it mean (in your own words) | How does it apply to the advert (in your own words) |
| Equilibrium | todorovs theory. a state of balance in a story before the main character goes on a quest and goes through the stages of a story | before the mascara is applied |
| Binary Opposition | two or more oppositions in media or characters that fulfill a function | representation of gay person compared to straight woman |
| Character Types | set presets of characters that are often portrayed in media |
