Summary Of The Covergirl Advertisement
Every day we are bombarded with advertisements. Whether it is in a newspaper, a magazine, radio, or TV, there is really no way you can get away from them. Just like this paper, they have their audience at which they are directing the ad towards. Their main goal is to sell their product. Advertisers know all the best ways to get you to appeal to the product they are selling, for example Covergirl cosmetics. The Covergirl advertisement from March 2012 has a picture of the esteemed Queen Latifah with green eye shadow to match the font and dress of the ad. She looks radiant in this ad with her big pearly white smile, beautiful brown eyes, and long lashes. Accessorizing this wonderful outfit and makeup combination is an attractive pair of small
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gold round dangly earrings on her ears. As stated above, the word “CoverGirl” is written in large green font on the upper portion of the advertisement. The advertisers were very detail oriented in making sure that the font, her dress, and eye shadow all complemented each other, it helps heighten how beautiful she is. In the upper right hand corner below CoverGirl is Queen Latifahs name also written in small green lettering. Since CoverGirl is a cosmetic company it only seems fitting that they focus on her face, or as they did in this shot from her shoulders up. This advertisement does a fantastic job of successfully using ethos, pathos, and logos to convince people to buy Covergirl cosmetics. Logos is to persuade readers/viewers by the use of reasoning.
This is shown in the advertisement by having versatile reasoning. Covergirl aims their products at all woman of different colors and ethnic backgrounds. At the bottom of the ad they say that this shadow is “fade proof, waterproof, and ignore-proof”; they are trying to describe the benefits of investing in this particular product. It is now 2014 and this product is still bought consistently among many women; this product has grown a large audience since coming to the shelves at stores. It also helps that it comes in many different colors, which appeals to a wider audience of woman. This shadow is fade proof according to CoverGirl because they declare that it will stay on your face no matter how long you have it on your face throughout the day, and it is able to tolerate crying and swimming. Ignore-proof would be how it makes you look naturally beautiful, just like Queen Latifah in this ad. Lastly, it helps you look really beautiful by having it be a no fuss, smooth product. When people wear makeup they all have a different look they are trying to achieve, but this ad seems to pinpoint the top things all woman want in a products. It recognizes that potential buyers do not have to worry about it fading throughout the day, having it wash away while swimming or crying, or going unnoticed by
others. Ethos is exemplified in this ad by having a very persuasive and admired actress to be their model/face of the company, and in my interpretation she helped increase their sales. CoverGirl is a very universal brand and one of the most popular cosmetic companies, which many celebrities use also. It helps that many celebrities do use their products because consumers are more apt to purchase a product if they see their favorite celebrity endorsing it. Covergirl likes to use celebrities because like I said above, viewers are more willing to invest in the products in they know beautiful celebrities are using them. Pathos means to persuade readers by appealing to their emotions; This is shown in the ad by Queen Latifah looking overjoyed with the eye shadow and other makeup on her face. You can tell she is overjoyed because Latifah has the biggest, brightest smile on, which helps to enforce the idea that buying this product will make you feel the same way. This feeling that I just stated is what the advertisers are hoping for when you look at her. CoverGirls goal is to have you feeling and looking your best, which is easy for them to come by when Queen Latifah looks so effortlessly beautiful in this campaign. CoverGirl is a widespread known company that is highly valued. Generally they like to use “it” women, such as models and actresses to help convince consumers to buy their products. In the advertisement Queen Latifahs beauty is enhanced to her natural beauty. The reasoning behind this is that if you as consumer were to view this ad and purchase the CoverGirl product, you too could look as beautiful as Queen Latifah does in the advertisement. In summary, the advertisement effectively uses ethos, logos, and pathos to encourage viewers to buy CoverGirl shadow that are fade proof, waterproof, and ignore-proof. Ethos assures the viewers to buy CoverGirl products by using a sought after role model named Queen Latifah to advertise their product. Logos shows us as why we should trust Covergirl for our cosmetic products. And pathos shows us that we too can be as satisfied as Queen Latifah by her emotions portrayed in the ad. Overall the advertisement shows us how satisfied as a consumer we would be if we invest in the product and how trustworthy the company is.
gold round dangly earrings on her ears. As stated above, the word “CoverGirl” is written in large green font on the upper portion of the advertisement. The advertisers were very detail oriented in making sure that the font, her dress, and eye shadow all complemented each other, it helps heighten how beautiful she is. In the upper right hand corner below CoverGirl is Queen Latifahs name also written in small green lettering. Since CoverGirl is a cosmetic company it only seems fitting that they focus on her face, or as they did in this shot from her shoulders up. This advertisement does a fantastic job of successfully using ethos, pathos, and logos to convince people to buy Covergirl cosmetics. Logos is to persuade readers/viewers by the use of reasoning.
This is shown in the advertisement by having versatile reasoning. Covergirl aims their products at all woman of different colors and ethnic backgrounds. At the bottom of the ad they say that this shadow is “fade proof, waterproof, and ignore-proof”; they are trying to describe the benefits of investing in this particular product. It is now 2014 and this product is still bought consistently among many women; this product has grown a large audience since coming to the shelves at stores. It also helps that it comes in many different colors, which appeals to a wider audience of woman. This shadow is fade proof according to CoverGirl because they declare that it will stay on your face no matter how long you have it on your face throughout the day, and it is able to tolerate crying and swimming. Ignore-proof would be how it makes you look naturally beautiful, just like Queen Latifah in this ad. Lastly, it helps you look really beautiful by having it be a no fuss, smooth product. When people wear makeup they all have a different look they are trying to achieve, but this ad seems to pinpoint the top things all woman want in a products. It recognizes that potential buyers do not have to worry about it fading throughout the day, having it wash away while swimming or crying, or going unnoticed by
others. Ethos is exemplified in this ad by having a very persuasive and admired actress to be their model/face of the company, and in my interpretation she helped increase their sales. CoverGirl is a very universal brand and one of the most popular cosmetic companies, which many celebrities use also. It helps that many celebrities do use their products because consumers are more apt to purchase a product if they see their favorite celebrity endorsing it. Covergirl likes to use celebrities because like I said above, viewers are more willing to invest in the products in they know beautiful celebrities are using them. Pathos means to persuade readers by appealing to their emotions; This is shown in the ad by Queen Latifah looking overjoyed with the eye shadow and other makeup on her face. You can tell she is overjoyed because Latifah has the biggest, brightest smile on, which helps to enforce the idea that buying this product will make you feel the same way. This feeling that I just stated is what the advertisers are hoping for when you look at her. CoverGirls goal is to have you feeling and looking your best, which is easy for them to come by when Queen Latifah looks so effortlessly beautiful in this campaign. CoverGirl is a widespread known company that is highly valued. Generally they like to use “it” women, such as models and actresses to help convince consumers to buy their products. In the advertisement Queen Latifahs beauty is enhanced to her natural beauty. The reasoning behind this is that if you as consumer were to view this ad and purchase the CoverGirl product, you too could look as beautiful as Queen Latifah does in the advertisement. In summary, the advertisement effectively uses ethos, logos, and pathos to encourage viewers to buy CoverGirl shadow that are fade proof, waterproof, and ignore-proof. Ethos assures the viewers to buy CoverGirl products by using a sought after role model named Queen Latifah to advertise their product. Logos shows us as why we should trust Covergirl for our cosmetic products. And pathos shows us that we too can be as satisfied as Queen Latifah by her emotions portrayed in the ad. Overall the advertisement shows us how satisfied as a consumer we would be if we invest in the product and how trustworthy the company is.