Science of persuasion

1) Reciprocity: Give and receive.

represented in ‘boss life’: It offers you the lifestyle ( live in the city and have an extravagant lifestyle). This is reinforced through mise en scene through the setting of the hotel.

represented in ‘score’: It capitalises on historical context “ you’re the hero” and you’ll get women. This is reinforced through media language by mise en scene for example the clothing the male wears ( army and gun) and how he is glorified through the women who are wearing revealing clothes.


2) Scarcity: what is unique about the product and what they stand to loos if they don’t buy it.


represented in ‘boss life’: Builds a narrative that you will have ultimate power  by having the product. This is reinforced through mise en scene as there clothing and VIP status makes everyone look at them.

represented in ‘score’: It represents that women are scarce and that score will get you what you always wanted: an abundance of women.  This is represented through the mise en scene of the camera angle as the women are positioned lower then the man as if they have a lower power ranking and are owned by him.


3) Authority: signal to others what makes you a creditable company.

represented in ‘boss life’: It represents two well known youtube start with well known channels therefore they have a brand identity that many people will be drawn to.


represented in ‘score’: It represents that man has the authority this is reinforced through the mise en scene of his uniform being army clothing as well as the props through his gun.


4) Consistency: commitments that can be made.


represented in ‘boss life’: we follow a sells idea that the people in the video are committed to the product and that the product gets you close to your dream for example wealth can be presented through the mise en scene of the brief case signifying money.


represented in ‘score’: the man in the advert conveys every man and that consistently all women love him cause he has the product this is shown through the mise en scene of the framing and how they are all caring for him.


5) liking: like people who are similar to you.


represented in ‘boss life’: you like the lifestyle and therefore are connected to it.

represented in ‘score’: The male audience will like the position the man is in and will also want to be in it.

Both products want you to have a connection with the brand identity before the product so you are more likely to buy it.



6) consensus: People will look at actions of others to determine your own.


represented in ‘boss life’: It represents it in a way where who ever has the makeup has the power and the lifestyle which is reinforced through the mise en scene of the props of the gold mascara representing currency.

represented in ‘score’: It suggests he is the main man and who ever has the cream can be the main man and get girls.