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