| Theorist | What does it mean (in your own words) | How does it apply to the advert (in your own words) |
| Equilibrium | Todorov – Has a beginning-middle-end, It starts and ends in equilibrium, peaks in the middle (disruption) but balances out again towards the end | The influencers enter the room and a bell boy comes in with products, everyone puts one the Boss life mascara and everyone becomes ‘Bossed up’ including the bell boy, towards the end there’s less excitement and is more calm |
| Binary Opposition | Levi-Straus – There’s always a conflict/opposition in the story, this helps the receivers to come to a conclusion (generally people should agree with message given) people like to have 2 sides when deciding their opinion otherwise they may be put off with there only being one side | – Boring bell boy life and then he gets happy and excited due to being ‘Bossed up’ – Plain spacious room which emphasises the mascara when it comes into the advert, bright gold product |
| Character Types | Propp – There’s always the same character types in every movie, book, magazine, news article etc. e.g: hero, villain, victim | – Influencers are the hero’s – Bell boy is the dispatcher and possibly the victim as he has to watch the others get ‘Bossed up’ until he’s able to also get ‘Bossed up’ – Money is the villain |
