Easy, Breezy, Beautiful CoverGirl
CoverGirl is a cosmetics brand that is advertised in many magazines and in many commercials on television. Many girls all around the world use this brand and love this brand. What makes this brand so popular is that they usually have celebrities used as the “Cover Girl.” Celebrities like Rihanna, Drew Barrymore, Taylor Swift, even Ellen Degeneres, and more have modeled for CoverGirl and have been a part of it. Doing so is using the rhetorical principal, ethos. The brand is trying to appeal to the customer and make people relate and want to buy it because someone they look up to is representing the product.
In this ad, they want people to use their brand. They want to make people buy their products and to make people think they are the best product out there. That is how the company will make their money and continue to spread and make more money. In this particular ad, it says “Take off that mask! And let your skin breathe with clean makeup.” They are trying to show that their makeup is better than others and it will also make you feel better. This is using the rhetorical principal, pathos. They are trying to make the person feel bad that they are using the other product and to come to their product because it is the better one. Their product will be more appealing to the customer and make them want to buy it. At the bottom of the ad, it says “Clean lets your skin breathe, and you get a fresh, healthy look. Pressed powder and water-based liquid makeup won’t clog pores. And it’s loaded with natural, good-for-your-skin ingredients to help keep skin beautiful and breathin’ easy!” This is another way they try to get people to buy their product by using logos. They are trying to provide data to make it seem like they’re product actually works well by saying it’s healthier and including the ingredients.
CoverGirl is trying to make girls everywhere use and buy their brand. By using celebrities and providing information about their product, they try to inspire girls around the world to use CoverGirl products. When more girls use it, more girls will want to buy it. Especially because it is makeup, the ad is mostly directed towards girls. Some of these celebrities they used are these girls role models and girls around the world would like to look just like them, therefore; CoverGirl aims to do that by trying to get them to get their product and try to make them feel like they are beautiful.
In class, we read Eric Alterman, Out of Print (p. 399-406), Danny Schechter,Are We Reading Da Youth (p. 410-413), Frank Watson, Will the Death of Newspapers Also Kill Our Freedoms (p. 413-416), and Doug Marlette, Freedom of Speech and the Editorial Cartoon (p. 416-419). I don’t think this ad truly agrees with these readings. CoverGirl is modern and is on television and seen everywhere in stores. It won't matter if newspapers come to an end or what not because CoverGirl is rarely in newspapers. I think CoverGirl will always find a way to advertise their product and actually has more to do with a passed reading in the class called, A Brand by Any Other Name (p. 383-387) by Douglas Rushkoff. He talks about how brands influence teens to buy their products and make them want that brand over other brands, and that is exactly what CoverGirl does, especially in this ad. CoverGirl will continue to advertise and, in my opinion, also continue to be a great success.