Cover Girl' By Big Companies: A Case Study

Companies are very selective when choosing a celebrity to endorse their product because they know the person is a great candidate for them to sell their product to the consumers. Before the company signs on the celebrities to endorse their brands, the companies need to make sure that these celebrities meet three basic qualifications.

Advertising in a mass consumer society such as America is a very competitive industry. Advertising companies continually come up with new and more creative techniques of increasing sale. Advertising companies decide which group of people would be more attracted to a specific product and link that product to the feelings of excitement and anxiety of the targeted customers. The ads are carefully crafted bundles of images, frequently designed to associate the product with feelings of pleasure stemming from deep-seated fantasies and anxieties (Craig 197). For example, usually advertisements of beer and cars demonstrate masculine men, loners and free of

When someone looks at an advertisement there is more that meets the eye than just pictures

The Cover Girl ad from March 2011 includes a picture of Queen Latifah in a beige like colored background with her green eye shadow on. Queen Latifah has small brown eyes with very long and luscious black eye lashes. She has a big and beautiful smile with shiny white and straight teeth. Queen Latifah also has a nice pair of small, gold, round dangling earrings in her ears. The word “Cover Girl” is displayed in big and bold green letters across her forehead, all to help improve her the way she looks. Queen Latifah is written in small green letters underneath in the right-hand corner right underneath the word “Cover Girl”. This picture of her is from her head to her shoulders, just enough for the viewers to focus on Cover Girl’s product, which is the makeup. You cannot really tell what type of shirt she is wearing in this photo but the little piece of frill coming off of her shoulder matches pretty well with the whole color scheme of the ad. She also has her hair pulled back into a long pony tail to also help show off their product even more. This advertisement by Cover Girl effectively uses logos, ethos, and pathos to convince the viewers to buy Cover Girl products.

People think “oh that product looks amazing, I want it” just because celebrities are in the advertisement, and it looks more credible. Consumers get influenced into buying products when the advertisement is amusing. Although that may be the case, it is up to the consumer to be responsible with what he/she is buying. Cover Girl’s Plumping Mascara commercial featuring Katy Perry does not get every girl persuade to buy it. Even though the commercial is great and looks like the product works really well, does not mean every person who sees the advertisement feels pressured into buying the product. Several men and women believe it is insulting to use celebrity advertisement to promote products and others think it is the buyer who has the responsibility of not getting suckered into buying everything he/she sees. Also advertisment is a way to promote products, celebrities should be allowed in

This affects the reader, because they are willing to believe it when they see that the celebrity looks great. The impact is that with more people believing it they have a higher chance of buying these products. There aren’t any statistics or facts to make an ethical appeal. There is an appeal to beauty, because everyone wants to feel beautiful. This works because the audiences are young people that are often feeling self-conscious, and it impacts the audience by feeling the possibility of being beautiful.

Advertising is everywhere, it’s online, billboards, magazines, and the most popular television. Different advertising are mostly targeting towards a certain gender, age, or interests. Covergirl advertising is mostly targeted at women, and is also seen in every place you can think of. You most likely could go up to any girl and ask her-what is the Covergirl slogan? Easy, Breezy, Beautiful, Covergirl. Covergirl has done a great job at advertising there make-up products. Covergirl has branched out to every type of advertising there is. They have commercials, bill boards, online ads, there in many magazines, and they are also being promoted on the poplar show America’s Next Top

The book to Kill a Mockingbird showed many things such as, how it was like back in the early 1900’s. They were racist, had social chains, and feminist, however they were mostly prejudice. They lied when they were on trial, which is a crime, just to put away Tom Robinson. Tom Robinson didn’t do anything wrong and everyone knew that, however he lost because he was African American and Mayella was white. This shows how prejudice affects others in many different ways.

CoverGirl has their own warehouse and distribution centers they use to warehouse the products. They use company trucks to transport the products to retailer to sell their beauty products. The new mascara will use these services just like all the other products of CoverGirl.

Fashion plays a major role in a person’s life because it is expressing how one looks and feels about one’s self. Clothing, accessories and makeup communicate fashion, which are all successful ways of bringing attention and persuasion to popular fashion brands. However, can also lead consumers to higher standards thinking that they can resemble the professional model posing in the advertisement. Like a Cover Girl advertising fade proof, waterproof, and ignore- proof mascara and new intense eye shadow blast that has a photo of Drew Barrymore behind a light grey background with light blue eye shadow around her entire eye. Likewise, revealing Drew Barrymore’s greenish blue eyes with perfectly curled black eyelashes that one can have from the use of this particular new Cover Girl eye shadow blast and mascara.

Ambition is the strong desire to achieve success. It is one of the sole characteristics of Macbeth. However, Macbeth’s tragic flaw is not ambition, but rather his naivety and avid greed. His arrogance brings his downfall. , for example, listening to the witches' "predictions".

This bond that is created between the viewer and a celebrity helps understand the effectiveness that endorsements have where marketers have failed. The celebrity builds character in the eyes of the public and that character carries on into the product he is endorsing, and even though a part of the persuasion has to exist in the product itself, but a celebrity uses his status and the character he has built to gain credibility and likeability among the target audience. This character the celebrity transfers to the product is known as the “meaning “(2). The transfer of the meaning to the product goes through three stages. The first stage is in finding the celebrity with the desired meaning that they want to carry to the product this requires casting from the wide world of celebrity endorsers. The second stage is choosing which celebrity embodies the meaning the marketing campaign requires for the product, this stage is subject to expense restraints and availability. After deciding on an endorser stage three is the most complicated stage as in this step the endorser has to be able to transfer that meaning into the product, they have to make this meaning “available to the consumer in a material form”(2), this stage allows the consumer to accept the meaning they are given and accept the product and you use is a tool to build their own character. These three steps not only

Companies may also use celebrities to try to control or manipulate the consumer into buying the endorsed product. This may have a negative impact, as consumers may view the celebrities as being puppets for the company. Companies are using celebrities to influence the consumers’ behavior in a certain direction, at the same time the consumer often may perceive the celebrity to by lying when indorsing certain products. For example, many a celebrity has been photographed while enjoying a cold Pepsi much to the dismay of the marketing department for Coke that they are promoting. The celebrity is no longer perceived as genuine and may loss

Nathaniel Hawthorne’s Gothic Romance novel, The Scarlet Letter, encircles Boston society during the Era of Puritanism. Hawthorne introduces Hester Prynne on the town scaffold, wearing her stamp of shame—the Scarlet Letter—and squashes her infant against her bosom in fear of her punishment for committing adultery. The infant, Pearl Prynne, flourishes into a stubborn, wild-child whose clever and inquisitive nature exceeds any child her age. While Pearl is confined within a bubble of solitude, she is left to wonder about the identity of her unknown father. Pearl is shunned by the children in Boston, and she seeks comfort in the forest that is free from the corrupt Puritan society. Although some may argue that Pearl's future prosperity is unaffected

Celebrity endorsements are one of the most famous methods of marketing used today. Celebrity endorsers are being used in about 25% of all the advertisements that we can see on the television. Marketers are investing large sums of money to have a contract with the celebrities as they believe that celebrities can affect the chances of success of a product. (Erica Weintraub Austina*, 2008) Kiakati