The document summarizes a Covergirl cosmetics advertisement featuring Queen Latifah. The ad uses logos, ethos, and pathos to convince viewers to buy Covergirl products. It employs logos by touting the products as fadeproof, waterproof, and ignore-proof. Ethos is leveraged by featuring the famous and influential Queen Latifah. Pathos shows Queen Latifah looking naturally beautiful and satisfied with the products. The goal is to encourage viewers to believe Covergirl products can make them look as good as Queen Latifah.
Dove Real Beauty Sketches: People’s Insights Volume 2, Issue 28MSL
This week, we distill insights around Dove Real Beauty Sketches - a short film which promotes the idea that women are too critical of their own appearances and they are actually more beautiful than they think.
For more about Dove Real Beauty Sketches, visit: http://peopleslab.mslgroup.com/peoplesinsights/dove-real-beauty-sketches-peoples-insights-volume-2-issue-28
100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on reputation, employee engagement and citizenship on the MSLGROUP Insights Network.
Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights with you on our People’s Insights blog and compile the best insights from the network and the blog in the People’s Insights Quarterly Magazine, as a showcase of our capabilities.
We have further synthesized the insights to provide foresights for business leaders and changemakers — in the ten-part People’s Insights annual report titled Now & Next: Ten Frontiers for the Future of Engagement, now available as a Kindle eBook.
For more, see: http://peopleslab.mslgroup.com/future-of-engagement
Dove Real Beauty Sketches: People’s Insights Volume 2, Issue 28MSL
This week, we distill insights around Dove Real Beauty Sketches - a short film which promotes the idea that women are too critical of their own appearances and they are actually more beautiful than they think.
For more about Dove Real Beauty Sketches, visit: http://peopleslab.mslgroup.com/peoplesinsights/dove-real-beauty-sketches-peoples-insights-volume-2-issue-28
100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on reputation, employee engagement and citizenship on the MSLGROUP Insights Network.
Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights with you on our People’s Insights blog and compile the best insights from the network and the blog in the People’s Insights Quarterly Magazine, as a showcase of our capabilities.
We have further synthesized the insights to provide foresights for business leaders and changemakers — in the ten-part People’s Insights annual report titled Now & Next: Ten Frontiers for the Future of Engagement, now available as a Kindle eBook.
For more, see: http://peopleslab.mslgroup.com/future-of-engagement
Watch the full webinar recording here: https://www.beyondtrust.com/resources/webinar/stop-evil-protect-endpoint/
Endpoint types and rapidly increasing in both number and diversity. For many organizations, endpoint exposure is treated as a lower priority risk.
In this presentation from the webinar of SANS faculty fellow and industry-recognized security expert, Dr. Eric Cole, learn:
- How adversaries target and exploit endpoints
- Ways of protecting and securing endpoints
- How to effectively implement least privilege, application control, and authentication
- Creative techniques to detect the adversary via behavior analytics
The Indie and Direct-to-Consumers Brands Playbook - Beauty and Fashion Disrup...Octoly
The marketing world is changing, and the problem is that brands have lost control of their messaging due to a highly fragmented audience. Brands have to reconnect with their consumers turn them into ambassadors eg. micro-influencers.
The Direct-to-Consumer revolution is reaching all industries and we offer you this playbook, helping you identify the best practices in the industry.
Head over https://go.octoly.com/resources for more resources to help you take your influencer marketing strategy to the next level.
We can help. Contact us at success@octoly.com
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
1. Explanation On Advertisement :
Covergirl: Queen Latifah Trusts CoverGirl Cosmetic Products
The CoverGirl Cosmetic Product is inspired by Queen Latifah who is an
award-winning actress, rapper and a producer. The CoverGirl Cosmetic
advertisement can be categorized Sex Appeal which rocks and embodies the
consumers as this ad also highlights and emphasizes more on an attractive
picture of a lady - a picture of beautiful Queen Latifah in a grayish background
with her green eye shadow. Queen Latifah has small brown eyes with long curly
black eyelashes. She has a sexy and beautiful big smile with shiny white teeth.
Queen Latifah also has a lovely pair of small gold round dangling earrings in her
ears. The word “CoverGirl” is written in big bold green letter across her forehead,
to show that her beauty and attractive appearance has been improved and
impressed because of the CoverGirl Cosmetic Product.
Queen Latifah is written in small green letters underneath in the right hand
corner , is another technique to attract the females especially the teenagers. The
photo shotis fromher head to her shoulders, justenough for the viewers to focus
on CoverGirl’s Cosmetic Products , such as lips stick , blusher , mascara and eye
liner. Queen Latifah appears to be wearing an olive green shirt, the same color as
CoverGirl’s product, with her hair pulled back into a long pony tail. The
advertisement effectively uses logos, ethos, and pathos to convince the viewers
to buy CoverGirl Products.
2. Logos. The first appeal is shown by using logos to give the viewer’s
reasoning to buy CoverGirl products. CoverGirl claims that their products are for
women of any and all skin types or ethnic backgrounds.
The choices of words is another plus point in the advertisement as it
attracts the users. The ad states the words such as , “fade proof, waterproof and
ignore-proof”, on the container of the product to describe the quality and
credibility of the product that they are advertising (CoverGirl mascara).
This product has been around for a long time and is rapidly growing.
CoverGirl states fade proof because they claim that their product will stay on the
face regardless of how long it is worn for that day, and it withstands sweating and
crying. Waterproof is another word that describes that it does not run but stay on
when it rains or if they go for a swim. Ignore-proof is the smooth look and natural
beauty look that it creates and glows the users face and makes them look like a
true queen, or look as beautiful as Queen Latifah as in the ad. There are various
things that people look to achieve when using make-up or mascara and this ad
identified the top three. It identifies that buyers would not have to worry about it
- fading, washing away, or going unnoticed.
The second appeal is ethos, which is used to convince the viewers to buy
CoverGirl products. The ad is supported by using a very persuasive and
empowering actress and model for the company, and in my view, she is a big
influence to the companies sales. CoverGirl is one of the most popular makeup
companies, which many celebrities use along with other consumers. In my
3. opinion this is to get consumers attention so that they would see their favorite
celebrity using CoverGirl, and hope that the consumer seeing the ad might believe
in and buy their products. Thead advertises by saying, “if it is good for Hollywood
it is good enough for me”. CoverGirl Product uses celebrities to promote their
products becausethey are aware that the viewers and users will be attracted and
buy their products because their celebrities are using their products.
Finally, the use of pathos showed by Queen Latifah through 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
which allows every one to admire it and lean towards purchasing the product,
which the company is hoping for. Queen Latifah’s face looks naturally beautiful,
which is what CoverGirl is really aiming for.
CoverGirl is a widely known and respected cosmetics company. They
typically use famous actresses and models in their advertisements to persuade
the viewers to buy their products. The CoverGirl ad makes Queen Latifah look
superior to her natural beauty. The logic behind this advertisement is to
encourage the viewers to purchaseand use the CoverGirl products, so they could
look as beautiful as Queen Latifah in the ad.
In conclusion, the advertisement effectively uses logos, ethos, and pathos
to convince viewers to buy CoverGirlproducts that are fadeproof, waterproof and
ignore-proof. Logo is used to show why the viewers should trust CoverGirl
products. Ethos convinces the viewers to buy CoverGirl products by using a well-
4. known actress and model named Queen Latifah to advertise their products.
Pathos shows how the product satisfies Queen Latifah via her emotions in the ad.
The advertisement shows how satisfying and trustworthy CoverGirl products
really are.