Theorist	What does it mean (in your own words)	How does it apply to the advert (in your own words)
Equilibrium	Start-middle-end, starts and ends in equilibrium, spikes 1 way in the middle then balances out again in the end.	Influencers are just finding their room, then the product’s brought out and the butler puts it on and gets ‘glamed up’, less excitment more calm
Binary Opposition	Always a conflict/opposition in a story. this helps the receivers of the image to come to a conclusion (usually to agree with the message given), because humans like to think and if it was just 1 way then they’d probably be put off of the idea.	-Boring butler life – happy + excited – Plain room (white walls) – Gold product
Character Types	There’s always the same TYPES of character (person or thing) in every moving image, eg hero, villain, victim

Character type relation to advert:

Hero – Influencers (MannyMua + Shayla), Mascara – (product), it makes you feel like a boss and and feel better about yourself

Villain – Money (expensive luxury product)

Victim – Butler – Watching influencers enjoying themselves whilst he’s just doing his job, could fall victim to popularity (following the crowd)