Cover Girl

Tom John

EN102

Ferbruary 06 2014

Word Count:

CoverGirl with Queen Latifah

CoverGirl, a widely known and respected cosmetics company, is an American cosmetics brand founded in Maryland, by the Noxzema Chemical Company (later called Noxell) and acquired by Procter & Gamble in 1989. The Noxell Company advertised this cosmetics line by allowing "cover girls", fashion models who appear on the front cover of women's magazines, to wear its products. CoverGirl makes up for lack of direct individual customer service by providing a wide variety of cosmetics available at reasonable prices. They typically uses famous actress and models in their advertisements to persuade the viewers to buy their products. The CoverGirl advertisement from March 2012 includes a picture of Queen Latifah, a well-known celebrity, is one typical example. This advertisement is effective because of using logos, ethos, and pathos to convince the audiences to buy CoverGirl products.

To begin with, the first appeal is shown by using logos to give the viewer’s reasons to buy CoverGirl products. CoverGirl claims that their products are for women of any kind of skin or ethnic backgrounds. The advertisement 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. CoverGirl states fadeproof because they claim that their product will stay on users’ 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 advertisement. There are various things that people look to achieve when using make-up or mascara and this advertisement identified the top...