| Theorist | What does it mean (in your own words) | How does it apply to the advert (in your own words) | |
| Equilibrium | The power is in a state of equilibrium (power). As the plot develops the balance can change giving someone or something more power | The power shifts after they apply the make up | |
| Binary Opposition | media that contains opposing main characters | Both main characters are opposite genders | |
| Character Types | The theory that there are certain specific characters in every media form / text | ||
We could be the victims and the Lobby boy could be the dispatcher and the company / two main characters could be the heroes but it is all subjective