Covergirl Ethos Pathos Logos

As a seductive young man looks into a camera a raspy voice, off camera, whispers, “You got a real nice look. How old are you? Are you strong? You think you could rip that shirt off? That’s a real nice body. You work out? I can tell.” No, it’s not straight out of a steamy romance novel, though it could be. This is just one example of how provocative Calvin Klein’s advertisements have been. Although the ads boosted sales for the Calvin Klein empire, it angered many parents, religious groups, and even the media over its message, its image, and its legality.

Women all over the world have been oppressed by society’s ever-changing beauty standards. Over the years makeup businesses have thrived introducing new ideas to make their products better so that consumers will purchase the better versions. This Maybelline advertisement depicts a “new” mascara. Maybelline is a very well-known drugstore make up company that is always producing “new” or “improved” products. The advertisement gives women the impression that women who wear makeup are more appealing than women who do not. Women may get the idea that wearing make-up will make them look beautiful. The advertisement uses an emotional appeal to question women's beauty standards.

This is Beyonce’s fragrance so it makes sense that Beyonce is the model for it. Since Beyonce is a worldwide phenomenon that many people look up to, she really grabs the audience’s attention by being in the ad. Not only is Beyonce a brand of her own, she is also a very attractive woman. Beyonce attracts men with this ad because she is Beyonce and the sexy glance that she is giving. She also lures women in with this glance because they see Beyonce looking like Beyonce and they think that if they get the same perfume that Beyonce uses, they will be sexy like she is. She is using ethos by including herself in this ad which shows that this product is a reliable and credible because Beyonce herself is using the product and being her own spokesperson/advocate for the product. This is personal branding which really works well for this ad because this is Beyonce’s product and it shows just how reliable this product

Kylie’s makeup line can be displayed on almost every teen magazine, makeup blog, and social media outlet today. Her ad undoubtedly uses logos as a technique of persuasion and the bandwagon technique. They use “natural look” and “flawless” to describe some of her photo’s. This product appeals to young females that take pride in what they look like. It could also appeal to people that have self-esteem issues and have the desire to look as beautiful as people in Hollywood.

Helen Landsdowne Resor and the Woman’s Copy Department decided to use and upgrade the testimonial as a way of advertising. Distinguished women were interviewed and asked to endorse the product. The first testimonial featured Alva Belmont, a wealthy society woman and feminist (Peiss, 1998). The full-page advertisement, ran in the leading women’s magazines. Belmont refused to allow her picture to run, concerned that it would diminish her prestige and reputation. Other testimonials featured women such as Alice Roosevelt Longworth and Mary McConnell Borah, daughters and wives of powerful men, visible in the world of politics. These ads intended to show case distinguished women not only because they were beautiful, but because they had accomplished something of significance to women. The campaign had been created to impart an image of status and prestige to skin cream, and the advertisers increasingly used this tactic (Peiss, 1998). Even women who identified themselves as feminists found themselves caught in contradictory impulses. They recognized the variations in women’s experiences in modern society and celebrated women’s achievements. In these ads they maintained that beautifying and achievement do not need to be mutually exclusive: caring for appearance could be seen as an aspect of women’s self-expression and dignity. Even with a background in feminism and reform, many women found themselves actively reinforcing conventional notions of gender difference (Peiss, 1998).

Analysis of BOBBI BROWN Ad Summary The ad is for Bobbi Brown Foundation from the March 2013 Issue 3 Issue of Marie Claire The product is promoting long-wear finish compact foundation. The ad has a white back-ground with Weasel words and pictures of the product. It also shows different skin tones of foundation showing its for different shade women it's not directed toward one skin tone.

In 1961, Covergirl cosmetics launched nationally with their Clean Liquid Makeup, but in the late 90’s, Covergirl Cosmetics launched the campaign which sloganed the words “Easy, Breezy, and Beautiful.” This campaign takes the star of today and shows that if the product is good enough for a superstar to wear, than she can too. Aside from the “Beautiful” section of the campaign, the “Easy, and Breezy” sections of the campaign are just as important. “Easy” Shows that you do not have to be a professional makeup artist to make this product look its best and that it is easily accessible to whomever may be seeking out the product. “Breezy” is shown by the star applying the product in front of you, displaying how fast you should be able to put on the product, because if this busy star has the time, than you do as well. This ongoing Covergirl Cosmetics campaign is used to inspire the woman in her everyday life to be the best she can possibly be through confidence in looking her best.

In a recent video, Ellen Degeneres and Queen Latifah share their stories about people bringing them down. The women then go on to tell that they pushed through it. CoverGirl is known as a very strong and empowering brand that encourages women to do things they thought they could not do. There have been many CoverGirl ads produced since 1989. The mascara ads of 1981, 2008, and 2017 compare and contrast in various ways.

Beauty is an ideal that materializes in all different types of women. This notion is one that a majority of women across the world learn to strive for. They fill their lives with daily routines that maintain an image as close to perfection as they can. Exercising, putting on accessories, picking their outfit of the day and attempting to apply varying amounts makeup for an effortless look is a lifestyle common to many womem. Despite these notions, CoverGirl promotes a message that one’s own look is not as strenuous as countless women believe it to be and that applying makeup every day does not imply that women are required to create masks or layers of fake skin to feel beautiful. Makeup should simply be an aid for women who need that extra boost of confidence for the day. CoverGirl proves this to their loyal customers through their “Easy, Breezy, Beautiful, CoverGirl” campaign. This slogan explains their goal; it highlights the importance of natural beauty and embodies the idea of simply enhancing that beauty with just a touch of their makeup. Advertisements can deceive with the words that they say and the images they show, but there are always stronger factors that overcome the hidden assumptions in every advertisement. In the end, the audience is persuaded to seek the product and the goal of the advertisement has been achieved. CoverGirl uses the appeals of ethos and pathos in their advertisement to promote a claim that all women have a natural glow and beauty that can be

The makeup brands, CoverGirl and Revlon produce a commercial that introduces the audience to their latest foundations. Foundation is a skin colored makeup that the user applies to their face to create an even, uniform color to their complexion and to cover facial flaws. The CoverGirl commercial includes Taylor Swift, a famous singer-songwriter wearing the foundation and she promotes the newly formulated version of the foundation. The Revlon advertisement involves Emma Stone, a well-known actress advocating a brand-new, lightweight foundation by discussing her flaws and demonstrating how the foundation conceals her imperfections. The commercials effectively use pathos, ethos, and logos to convince the viewers into purchasing their new foundations.

It is not every day that African-Americans or darker skin toned models get cast in high fashion. And because Beyonce Knowles’ heritage is described in the commercial as “African-American, Native American” and “French”, Beyonce's appearance does not match her origins. As I mentioned in the description of the ad, Beyonce seems to have white features and many criticized her for “not representing her African American ethnicity". This is a very important topic because slavery has been demolished years ago and yet white supremacy still exists dangerously among

Many factors influence an audience based on the way it perceives an advertisement. In the February 2016 Edition of Glamour Magazine, MAC cosmetics featured an advertisement for Viva Glam. Viva Glam is one of MAC’s brands. In this advertisement Ariana Grande is the spokesperson. This advertisement’s effectiveness relies on very artistic, fun photography, specific and bold word choice, and also a charitable opportunity to appeal to an audience of makeup users, as well as build the credibility and the consumers trust in this product.

Breaking down the gender discourse, the main signifiers shown in the ad are; the clothing, the face of the product, the product itself and the colours presented through the advertisement. Breaking these signifiers down even further, it is visible through the application of the colours; gold, black, and white that this advertisement doesn’t have the stereotypical colour and structure that would be viewed and assumed as a woman's product. However the use of famous singer Ellie Goulding and the feminine slogan ‘Strong is Beautiful’, it contradicts with the classic colours but places it back on track to be viewed as a female stereotypical hair product. Using Ellie Goulding as the focus in this advertisement shows a clear assumption that this ad is targeted to reach the inner femininity of women. Corroborating with that, the caption ‘Strong is Beautiful’ and the clothing Ellie Goulding is wearing, both of these differ to the cliche view of females.

Images are seen all around the world, and they are seen in on billboards, in books, and in magazines. Some images that are seen in magazines are advertisements. Ads are commonly seen all around the world always trying to catch their audience's attention and trying to sell their products. When looking at other makeup ads, one can see that a lot of them use close ups and nude colors. Other makeup ads use dainty average models for their ads because that is the norm in America, but MAC, on the other hand, for this ad, wanted to be different. So instead, they used her whole body, and they used a body builder instead of a model. This MAC ad is effective because of their use of colors, the use of wording and fonts, and the pose of the model as well as the material of the dress that she is wearing.

In an Urban Decay ad for Vice liquid lipstick found in Cosmopolitan, the celebrity, Ruby Rose, is seen out in the rain, drenched. Covering her body are an abundant number of tattoos and a pleather jacket that is seen slung over her shoulder. Both add emphasis to the image trying to be described. The advertisement makes it known to the reader that she is wearing a specific shade of the product. When taking a second glimpse, the audience can see that the celebrity’s makeup looks, presumably, untouched. The product itself is conveyed as being kiss-proof, life-poof and most importantly, waterproof. The name “Vice” even gives the product a specific image that is portrayed throughout the ad in several ways. The Urban Decay advertisement uses a well-known face, eye catching symbols, and bold fonts and colors to indicate that the product is directed towards anyone looking for an edgy, yet mature, long-lasting look.