Dominant signifiers – Manny Mua and Shayla	The use of well known influencers gains more publicity for the product and therefore more sales. Their heavy influence will convince others that they also need this product.
Anchorage – ‘that boss life’ in the first shot of the ad	The strap line not only tells us what the product is, but it also signifies the effect this product will have on a consumer – they will become more confident.
Code – gold sparkles special effects and glistening sound effects	have connotations to magic and portray the mascara tube as a magic wand. This creates the idea that by using this product you will magically become more beautiful and more confident.
Symbolic sign, paradigm – the colour gold	Gold packaging, gold suitcase, gold outfits, gold lighting has connotations of wealth and luxury

This advert consisted of many representations such as sexuality, gender, race and marketing strategy. Maybelline’s usual adverts include only women advertising products, but in this advert it uses their first ever male to represent their products.

Manny MUA, who is a social media makeup influencer is one of two main characters in this advert, there is a constructed reality of him being extremely high pitched and ‘feminine’, illustrates a selective representation of the ‘gay male’ and how the advert wants the audience to see ‘gay’ men. This both could be positive and negative representation of sexuality and the dominant ideology of the gay male as it represents men in the makeup industry which has been formally dominated by women.

Both of the influencers in this advert were chosen due to their big audiences and fan bases not only promoting them and their brand but Maybellines brand and the makeup fans that follow the influencers.

The shot of the actors in the advert using the mascara informs the audience how the mascara is applied and the result of it. When it is applied it seems to also apply a sense of luxury and beauty to the buyer, for example the transition from not wearing the mascara and being dressed ‘casual’ then to putting the mascara on and looking beautiful and ready for the red carpet.

The diversity of gender and race furthermore shines a lights and ticks a box if you will on this advert and product not being directed at one specific group or type of person. As in the previous advert we focused on ‘score’ it was focused on middle class, straight white men. In comparison with this product which is for everyone.

Maybelle is known for their cheesy taglines/straplines this adverts strapline ‘big shot lash like a boss’ is purposely cringe to be memorable to the audience, as something boring would not be remembered in a consumers head.

At the beginning of the advert the characters are dressed in ‘plain’ ‘regular’ clothing, and as the advert progresses and the product which is like a boss mascara is revealed their outfits become grand and eye-catching. The gold glitter represents importance and fun. The gold outfits also remain in the audiences mind and therefore brings more attention to the product. The gold colour scheme again remind the buyers of a luxury and expensive aesthetic.