The document summarizes a magazine advertisement for CoverGirl cosmetics featuring Queen Latifah. The ad uses logos, ethos, and pathos to appeal to viewers. It employs logos by touting the product as "fadeproof, waterproof and ignore-proof." It establishes ethos by featuring the well-known actress and model Queen Latifah. And it utilizes pathos by depicting Queen Latifah with a bright, satisfied smile, intended to make viewers want to purchase the product. The analysis concludes the ad effectively persuades viewers of the trustworthy quality and satisfying nature of CoverGirl products.

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Yolonda Alston
Eng101
Professor Alicia Bolton
13,June 2012
Covergirl: Queen Latifah TrustsCoverGirlProducts
The CoverGirl adfrom March 2012 includes a picture of 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 beautiful big smile with shiny
white teeth. Queen Latifah also has a lovely pair of small gold round
danglingearrings in her ears. The word “CoverGirl” is written in big bold green
letter across her forehead, all to improve her appearance. Queen Latifah is
written in small green letters underneath in the right hand corner. The photo shot
is from her head to her shoulders, just enough for the viewers to focus on
CoverGirl’s product. 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 pathosto convince the
viewers to buy CoverGirl products.
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

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and all skin types or ethnic backgrounds. The ad states,“fadeproof, waterproof
and 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 rapidly
growing and maturity it is very diverse. CoverGirl states fadeproof because they
claim that their product will stay on they face regardless of how long it is worn for
that day, and it withstands sweating or crying. Waterproof would be for those
who need it to 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 for their face and makes them
look like a true queen, or look as beautiful as Queen Latifah looks 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 was 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 more popular makeup
companies, which many celebrities use along with other consumers. In my
opinion this is to get consumers attention so that they would seetheir favorite
celebrity using CoverGirl, and hope that the consumer seeing the ad might believe

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in and buy their product. The ad advertises by saying,“if it is good for Hollywood it
is good enough for me”. CoverGirl uses celebrities to promote their products
because they are aware that the viewers will buy it if they believe celebrities are
using 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 which
allowed me and many others to admire it and lean toward purchasing the
product, which is what 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 respectedcosmetics company. They
typically uses famous actress and models in their advertisement to persuade the
viewers to buy their products. The CoverGirl ad makes Queen Latifah look
superior to her natural beauty. The logic behind this is that the viewer saw and
thought that if they use the CoverGirl product, they could look as beautiful as
Queen Latifah did in the ad.
Inconclusion, the advertisement effectively uses logos, ethos, and pathos to
convince viewers to buy CoverGirl products that are fadeproof, waterproof and
ignore-proof.Logos is used to show why the viewers should trust CoverGirl

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products. Ethos convinces the viewers to buy CoverGirl product by using a well-
known actress and model named Queen Latifah to advertise their product. Pathos
shows how the product is satisfying Queen Latifah by her emotions in the ad. The
advertisement show how satisfying and trustworthy CoverGirl product really is.

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Works Cited
CoverGirl. Advertisement. Ebony LXVII.5(March2012):51. Print.