Rhetorical Analysis of the Covergirl Ad Featuring Queen Latifah - Essay Example

In my opinion, this ad is very successful since it employs all the aspects of advertising; ethos, pathos, and logos.

In the Covergirl ad featuring Queen Latifah, she appears to be in a greyish background wearing green eye shadow. She has little brown eyes with curly dark eyelashes.  She is smiling wide with glittery white teeth. Queen Latifah is also wearing a pair of gold round earrings on her ears. To make it more attractive, the words” Covergirl” runs across her forehead in bold green letters. In the right-hand corner, the words Queen Latifah are written in green letters below. The photo is small from the head to the shoulders just sufficient for the people to see the Covergirl products. Queen Latifah’s clothes and the Covergirl product appear to be of the same color, olive green. She has her hair in a long ponytail. The advertisement succeeds in using logos, ethos, and pathos to lure the viewers into buying the products.

The ad claims that the product they are promoting, Covergirl mascara is fade-proof, waterproof, and ignore-proof. They claim the product has been in existence for a long time and is continually growing and maturing diversely. They say the product is fadeproof to mean that the product will remain on the skin no matter how long it is worn in a day. It also weathers sweat and tears. The waterproof quality is meant to lure those who would want the makeup to remain even after rain or a swim session. When they say ignore-proof, they mean that the product will leave your skin looking beautiful like that of Queen Latifah. They have ensured to catch all the aspects of what people look for in mascara. The buyers have been guaranteed that the mascara will not fade, wash away or not grab attention.

Another appeal that they have employed to lure buyers is ethos. The ad featured one of the most popular people in actresses. She must be a big mover of the company’s products. Covergirl wants the customer to have the idea that celebrities use their products and that is why they want people to see one of their favorite celebrities using their products so they can follow suit. The ad says that if the product is good enough for Hollywood then it is good enough for you. The company uses Hollywood celebrities in its ads to create a notion that Hollywood celebrities use the product.

Lastly, the ad employs pathos through the emotions of Queen Latifah in the ad. She looks very happy and confident in her Covergirl mascara. Her smile is so wide and pretty which makes a lot of people to be inclined towards buying the product. This is the exact motive of the company; to make you think that if Queen Latifah is happy, I must be happy too.
Covergirl is a popular brand that employs celebrities to persuade people to purchase their products. The ad somehow makes Queen Latifah’s look appear superior to her natural one. The logic is that the viewer will see the ad and want to look like Queen Latifah.

We can conclude that the advertisement succeeds in employing the three elements of advertising namely, logos, ethos, and pathos to convince prospective buyers to purchase Covergirl products that are said to be fade-proof, waterproof,f and ignore the proof. Ethos seeks to lure potential customers into purchasing Covergirl products by using a popular celebrity. Pathos shows that the Covergirl products are satisfying the needs of Queen Latifah. The ad is a success.