One of the most popular commercials that easily draw the eyes of female viewers are the CoverGirl cosmetic commercials. The rhetoric CoverGirl includes in their commercials is very convincing. Their goal in trying to get women to invest in their multiple products is achieved through their skills in appealing to our logos, pathos, and ethos. I ask that you take a brief thirty seconds and quickly view this CoverGirl advertisement I included; and take notice of the use of these concepts throughout the persuasive commercial featuring Taylor Swift: http://www.youtube.com/watch?v=0YBAast9a9U. You want to go out and buy some Natureluxe silk foundation now don’t you?
The key to their successful advertising lies within their tactics involving logos, pathos, and ethos. The commercial kicks off with Taylor Swift, an iconic star of the present, emerging from bright green silk currents “introducing a breath of fresh air.” This very scene playedin the first two seconds of the commercial appeals to our logos in that it takes our commonplace that freshness and nature are greatly valued now dueto the current green initiative. We view a popular idol asking females to take part in that green initiative by buying a product that has a sense of eco-friendliness. This sense is derived from the point Taylor mentions when she informs viewers that CoverGirl took out the “heavy synthetic” and put in light cucumber. The negative connotation society places upon such words like synthetic or processed appeals to our logos as we are convinced that we will using a more acceptable product in purchasing Naturluxe foundation. In addition, the point the ad makes in acknowledging the cost efficiency of the product appeals to our logos as well since society tends to favor cost effective products. Moreover, the advertisement intrigues the audience through pathos. Specifically the ad features a montage of Taylor Swift floating and dancing around while wearing the advertised foundation. This image portrays happiness, satisfaction of body image, and overall femininity (all emotions or states that women would want to feel since our society praises such emotions/states). Finally, the commercial appeals to our ethos through the use of Taylor Swift being its featured promoter. The very character of Taylor Swifts allures audiences into believing that such a product must be worth while if the Taylor Swift is advocating buying the make-up. We associate Taylor Swift with beauty, success, and an overall positive image. Therefore we are more likely to spend money on a product she specifically endorses.
Ultimately, CoverGirl has mastered their techniques in advertising their products to audiences ranging from preteen girls to adult women. Their success is derived from their expert techniques in appealing to audiences logos, pathos, and ethos.