| Theorist | What does it mean? | How does it apply to the advert? |
| Equilibrium (Todorov) | Everything is equal. Todorovs theory suggests a beggining middle and end (Equilibrium, Problem, Solution) | The norm is represented as dull Golden suitcase with mascara is introduced The product is used and now the norm is golden |
| Binary Opposition (Levi-Straus) | Each media form such as a book contain opposing main characters – Villain and Hero. These binary opposites help to thicken the plot as well as introduce contrast or curiosity | The difference between the ‘models’ before using the mascara and after using the mascara. At first they were dull and then after using it they suddenly became a lot more glamourous. |
| Character Types (Propp) | Every narrative contains 8 ‘stock’ character types. Such as a villain who at some point will fight the ‘hero’ | The bell boy/ person working at the hotel would be considered the dispatcher as he distrupts the equalibirum to something that was already ‘everything’. To begin this character is pretty dull and has no dialogue using NVC in order to show his feelings. |
