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Ad analysis essay

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  • 1. Alston 1Yolonda AlstonEng101Professor Alicia Bolton13,June 2012 Covergirl: Queen Latifah TrustsCoverGirlProducts The CoverGirl adfrom March 2012 includes a picture of Queen Latifah in agrayish background with her green eye shadow.Queen Latifah has small browneyes with long curly black eyelashes. She has a beautiful big smile with shinywhite teeth. Queen Latifah also has a lovely pair of small gold rounddanglingearrings in her ears. The word “CoverGirl” is written in big bold greenletter across her forehead, all to improve her appearance. Queen Latifah iswritten in small green letters underneath in the right hand corner. The photo shotis from her head to her shoulders, just enough for the viewers to focus onCoverGirl’s product. Queen Latifah appears to be wearing an olive green shirt, thesame color as CoverGirl’s product, with her hair pulled back into a long pony tail.The advertisement effectively uses logos, ethos, and pathosto convince theviewers to buy CoverGirl products. The first appeal is shown by using logos to give the viewer’s reasoning tobuy CoverGirl products. CoverGirl claims that their products are for women of any
  • 2. Alston 2and all skin types or ethnic backgrounds. The ad states,“fadeproof, waterproofand 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 rapidlygrowing and maturity it is very diverse. CoverGirl states fadeproof because theyclaim that their product will stay on they face regardless of how long it is worn forthat day, and it withstands sweating or crying. Waterproof would be for thosewho need it to stay on when it rains or if they go for a swim. Ignore-proof is thesmooth look and natural beauty look that it creates for their face and makes themlook like a true queen, or look as beautiful as Queen Latifah looks in the ad. Thereare various things that people look to achieve when using make-up or mascaraand this ad identified the top three. It identifies that buyers would not have toworry about it fading, washing away, or going unnoticed. The second appeal is ethos, which is used to convince the viewers to buyCoverGirl products. The ad was supported by using a very persuasive andempowering actress and model for the company, and in my view, she is a biginfluence to the companies sales. CoverGirl is one of the more popular makeupcompanies, which many celebrities use along with other consumers. In myopinion this is to get consumers attention so that they would seetheir favoritecelebrity using CoverGirl, and hope that the consumer seeing the ad might believe
  • 3. Alston 3in and buy their product. The ad advertises by saying,“if it is good for Hollywood itis good enough for me”. CoverGirl uses celebrities to promote their productsbecause they are aware that the viewers will buy it if they believe celebrities areusing the product. Finally, the use of pathos is showed by Queen Latifah emotions in the ad.Queen Latifah looks very satisfied with her fadeproof, waterproof and ignore-proof makeup and mascara. She has the brightest and prettiest smile ever whichallowed me and many others to admire it and lean toward purchasing theproduct, which is what the company is hoping for. Queen Latifah’s face looksnaturally beautiful, which is what CoverGirl is really aiming for. CoverGirl is a widely known and respectedcosmetics company. Theytypically uses famous actress and models in their advertisement to persuade theviewers to buy their products. The CoverGirl ad makes Queen Latifah looksuperior to her natural beauty. The logic behind this is that the viewer saw andthought that if they use the CoverGirl product, they could look as beautiful asQueen Latifah did in the ad. Inconclusion, the advertisement effectively uses logos, ethos, and pathos toconvince viewers to buy CoverGirl products that are fadeproof, waterproof andignore-proof.Logos is used to show why the viewers should trust CoverGirl
  • 4. Alston 4products. Ethos convinces the viewers to buy CoverGirl product by using a well-known actress and model named Queen Latifah to advertise their product. Pathosshows how the product is satisfying Queen Latifah by her emotions in the ad. Theadvertisement show how satisfying and trustworthy CoverGirl product really is.
  • 5. Alston 5 Works CitedCoverGirl. Advertisement. Ebony LXVII.5(March2012):51. Print.