| RESEARCH PRODUCT 1 (Cristiano Ronaldo Shampoo) | RESEARCH PRODUCT 2 (Nivea Shampoo) | MY PRODUCT (Deodorant) | |
| UNDERSTANDING SELF | Shows you that you can smell and appear more likeable/attractive to others. | Reveals to you that you can become someone who takes care of yourself. | |
| ENJOYMENT | Person is smiling and confident – seems happy. | Character using the product is smiling and seems to be enjoying the use. | Advert depicts someone who is taking pride in using the product. |
| ESCAPISM | You can escape worries about your appearance with the product. | ||
| KNOWLEDGE ABOUT THE WORLD | Makes you wonder about what Cristiano Ronaldo gets up to. | ||
| SELF CONFIDENCE, SELF ESTEEM | Dominant signifier appears bold and confident, gives a role model. | Feel more connected to who you want to be. | |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | You could show the product to others you know and they might recognise the celebrity on it and you could talk about it. | You could recommend the product to other people. | You can be confident and have minimal self-conscious worries around people. |
| ANY OTHER CATEGORY OR THEME | Expensive and symbolises positive people. | May be easy to use and offer longer term effects. |
