| RESEARCH PRODUCT 1 (Nivea) | RESEARCH PRODUCT 2 (Clear) | MY PRODUCT |
| UNDERSTANDING SELF | | Pointing at head to show that he understands | 90% natural origin might help you understand that you are helping the environment |
| ENJOYMENT | Both seem to be smiling and giving off a sense of enjoyment | | |
| ESCAPISM | Gives people an escape from reality by making people think they are going to get that | | |
| KNOWLEDGE ABOUT THE WORLD | | Brand is called clear as if to say you are clear about yourself | Tells you what ingredients are in the product to give a sense of knowledge |
| SELF CONFIDENCE, SELF ESTEEM | | He stares with confidence into the camera | Gives you confidence in what you are using on your hair |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | Strengthen relationships with your girlfriend / wife | | |
| ANY OTHER CATEGORY OR THEME | | The theme of “power” if you use the product | The theme of you changing the environment and being natural |
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