The CoverGirl ad from January 2014 includes a picture of Queen Latifah in a grayish background with her green eye shadow. Queen Latifah has small brown eyes with long curly black eyelashes. She has a beautiful big smile with shiny white teeth. Queen Latifah also has a lovely pair of small gold round dangling earrings in her ears. The word “CoverGirl” is written in big bold green letter across her forehead, all to improve her appearance. Queen Latifah is written in small green letters underneath in the right hand corner. The photo shot is from her head to her shoulders, just enough for the viewers to focus on CoverGirl’s product. Queen Latifah appears to be wearing an olive green shirt, the same color as CoverGirl’s product, with her hair pulled back into a long ponytail. The advertisement effectively uses logos, ethos, and pathos to convince the viewers to buy CoverGirl products. The first appeal is shown by using logos to give the viewer’s reasoning to buy CoverGirl products. CoverGirl claims that their products are for women of any and all skin types or ethnic backgrounds. The ad states,“fadeproof, waterproof and ignore-proof”, which is used to describe the product that they are advertising (CoverGirl mascara).
This product has been around for a long time and is rapidly growing and maturity it is very diverse. CoverGirl states fadeproof because they claim that their product will stay on they face regardless of how long it is worn for that day, and it withstands sweating or crying. Waterproof would be for those who need it to stay on when it rains or if they go for a swim. Ignore-proof is the smooth look and natural beauty look that it creates for their face and makes them look like a true queen, or look as beautiful as Queen Latifah looks in the ad. There are various things that people look to achieve when using make-up or mascara and this ad identified the top three. Women put make up to look beautiful, and mascara is apart of the make up. Queen Latafiah mascara identifies that buyers would not have to worry about it fading, washing away, or going unnoticed.
The second appeal is ethos, which is used to convince the viewers to buy CoverGirl products. Using a very persuasive and empowering actress and model for the company, and in my view supported the ad; she is a big influence to the companies’ sales. CoverGirl is one of the more popular makeup companies, which many celebrities use along with other consumers. In my opinion this is to get consumers attention so that they would see their favorite celebrity using CoverGirl, and hope that the consumer seeing the ad might believe in and buy their product. The ad advertises by saying, “if it is good for Hollywood it is good enough for me”. CoverGirl uses celebrities to promote their products because they are aware that the viewers will buy it if they believe celebrities are using the product.
Finally, the use of pathos is showed by Queen Latifah emotions in the ad. Queen Latifah looks very satisfied with her fade proof; waterproof and ignore- proof makeup and mascara. She has the brightest and prettiest smile ever which allowed me and many others to admire it and lean toward purchasing the product, which is what the company is hoping for. Queen Latifah’s face looks naturally beautiful, which is what CoverGirl is really aiming for. CoverGirl is a widely known and respected cosmetics company. They typically use famous actress and models in their advertisement to persuade the viewers to buy their products.
The CoverGirl ad makes Queen Latifah look superior to her natural beauty. The logic behind this is that the viewer saw and thought that if they use the CoverGirl product, they could look as beautiful as Queen Latifah did in the ad. In conclusion, the advertisement effectively uses logos, ethos, and pathos to convince viewers to buy CoverGirl products that are fade proof, waterproof and ignore-proof. Logos is used to show why the viewers should trust CoverGirl products. Ethos convinces the viewers to buy CoverGirl product by using a well-known actress and model named Queen Latifah to advertise their product. Pathos shows how the product is satisfying Queen Latifah by her emotions in the ad. The advertisement shows how satisfying and trust worthy CoverGirl product really is.
CoverGirl. Advertisement. Ebony LXVII.5 (January 2014): 51. Print.
Courtney from Study Moose
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