Pathos, Pathos And Logos Of Cover Girl Advertisement

Rhetorical appeal is intended to persuade individuals to think a certain way, conduct themselves in a certain manner, or the purchase particular products. Unlike speech in which an individual relies on their persona and content of speech to get their point across to an audience or consumer, advertisements use images to enhance the impact and appeal of logos, ethos, and pathos.

The definition of true beauty continues to evolve as generations pass and new ones emerge. Ulta Beauty, a popular cosmetic store, sells products with the aim to make women feel confident in their skin. Their use of advertisements helps spread the word about new, improved product lines and reach out to potential buyers. Selling makeup is the obvious goal of a cosmetic store, but the kind of consumers they attract and how varies between different franchises. When a company displays their products in one shot instead of in a commercial, the task of conveying the message becomes harder. Ulta Beauty persuades women to purchase their products by pointing out buyers’ insecurities while still appearing to promote empowering feminist values.

Logos, ethos, and pathos are essential components used in advertising. By learning to recognize logos, ethos, and pathos in advertising, we are able to understand the message and what is being portrayed. (Albert et al, 2014), suggested that Aristotle postulated that a speaker’s ability to effectively convince an audience is constructed on how well the speaker appeals to that audience in three different areas: logos, ethos, and pathos. These appeals together form what Aristotle calls a rhetorical triangle.

They try to play sexual emotions in advertisement. They show an attractive woman and a bottle of beer. They try and make it seem that if you drink their product that you can get this type woman. Also they try and use the emotions of the females talking about how a decent looking woman can become very attractive It also seems to draw onto girls that have a lower self esteem. Showing that you will become a much happier person if you are good looking and dressed very sexually, than if you are not the best of looking person.

The main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.

In this ad, an Ethos or ethical appeal has a great impact using Taylor Swift as the “credible” actor, a famous American singer, and a songwriter. She’s attractive and has a beautiful clear skin. To the girls viewing this ad, it seems like Taylor uses the Covergirl foundation to give her that flawless skin making her face feel light weighted.

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

It is evident that Ulta targets their ads to women. Using the strategy of gender appeal goes hand in hand with the American value of femininity. Women embrace their femininity in countless ways, but a common example would be through beauty. Many women take pride in getting dolled up. Ulta caters to that need in the ad by encouraging women to pursue beauty, whether it is in cosmetics, skin care, hair care, or any aspects of beauty. The ad not only inspires women to take part in the world wide phenomena of beauty, but it also encourages beauty experts to continue their journey of

In the ad there is the custom of bright colors that is used in a soft way lot to get some kind of interaction and effect with the audience and the product itself because it “confirms that purchasing intent is greatly affected by colors due to the impact they have on how a brand is perceived”(Ciotti) meaning “colors influence how consumers view the "personality" of the brand.” (Ciotti) And from the looks of the personality of the brand it was known that Cover Girl has been out for a long time and knows what makes it a popular makeup brand that has made color affects a big part of their brand they used in their advertisements and

Wagner). Additionally, people are willing to spend millions of dollars each year on products to achieve these unrealistic tasks to have the clearest skin on brightest eyes (Ballaro and Wagner). Though it is merely impossible for an average American to obtain the perfect body or completely flawless skin.

Although both advertisers highlight pathos and use bold, but capital letters, the portrayal of ethos, the color scheme, and denotative meaning of the typography differ, demonstrating the effectiveness of each advertisement.

The most conspicuous part of the advertisement is the image of the woman in front of a black background so that only her face is visible. This in itself is important because it is automatically making her face the focus of the advertisement and not her body. Unlike most advertisements in which a woman’s body is exploited to sell products to men, the UN Women advertisement draws attention to her eyes, therefore making her your equal, since you have to make eye contact with her instead of looking anywhere else on her body. She is completely expressionless, looking at the viewer with a blank stare, a totally blank slate onto which viewer’s reflect their own views. Even more important, the woman pictured is a Muslim woman, as displayed by her hijab. The hijab is widely seen in western society as a form of oppression by men, to make women subservient to them, and by juxtaposing an ad for equality with the

Primarily, CoverGirl's target is trendy young women between the ages of 16 to 45 ("History of CoverGirl and their Ads"). The thing that makes CoverGirl different from other providers is offering customers low price and good quality cosmetics; thus, females with low-to-medium income are affordable to own these products (Luong 1). with understanding the needs of customers, the company has launched many product lines which totally satisfy consumers, particularly mascara advertised on magazines recently. this product has been used widely because only with spending little money, women can feel the improvement of their eyes (Luong 1). placing the CoverGirl ad on one page of People magazine is a wise strategy because the overlap of target customers

The two above advertisements were generated for a makeup line formulate by musical artist Rihanna called Fenty (the Neutral Stimulus). This make up line is an all-inclusive line for various shades and is one of the few makeup lines that carries up to 40 different shades, that also vary in undertone colors. This line can cater to the needs of women everywhere who struggle with finding makeup that matches them. The advertisements leading up to its release gives a sense of excitement to those who felt left out by the makeup industry for either not carrying a light enough foundation shade or not dark enough shades (unconditioned stimulus). Also, by pairing the product with an iconic musical artist creates a sense of want of the product. Not only

She is shown to try to act sexy and relaxed in an uncomfortable position. Her turquoise swimsuit brings a popping color to show more focus to her. The environment around her doesn’t fit making it more notable about her. This shows the parody in the advertisement. She shown to put in and position with her looks and body to sell the product for Direct TV. These ideas apply with Mock Turner as they stated, “Gamman and Makinen (1994) argued that women were accustomed to being looked at and conceived of themselves as objects. Extending this argument, we hypothesized that objectified advertising characters would appear in magazines targeted at women as well as those targeted at men” (Turner 205). This identifies the swimsuit model as a object for the audience which is the intention for Direct TV. They used in sense of Parody for which the unappealing and habitual place they put her and trying to be seducing to audience showing the strong use of what other advertisers do with objectification with women. The advertisement also is shown to use gazing. Turner pointed out the gazing issues in advertisements by stating, “Our data support the idea that male audiences were significantly more likely to be gazing at objectified advertising characters compared to gender-neutral or female audiences (60%, 24% and 16%, respectively). Advertising characters, in magazines targeted at women, were seldom depicted in an objectified way” (Turner 207). This statically shows the objectification