Darby Jackson - Advertisement

Using a celebrity, especially one as big as Taylor Swift, is probably one of the best ways a company can attract people to their product. In this CoverGirl makeup ad, country star Taylor Swift is pictured with their new makeup “Natureluxe Silk Foundation”. The use of a celebrity or someone credible is often referred to as “ethos” in the world of advertising. Ethos is an ethical appeal that wants to establish trust with the consumer. When one looks at an ad like this they might subconsciously think, “Taylor Swift likes and uses this product, then maybe I should too.” While Taylor Swift is the main part of the ad, the wording of the ad also plays a big part in persuading the audience. Words like “flawless”, “lightweight”, “light-as-air”, and “fresh” are all positive words that give the consumer good vibes about the product without even having used it. This is an appeal to emotion, or pathos, it makes the buyer feel good about the product they are buying or could potentially buy. This ad also compares itself to a “$180 product”. It’s use of comparison-contrast highlights the advantages Covergirl’s Natureluxe Silk Foundation: lightweight and affordable. The ad also describes that they “took out heavy synthetics and put in a light touch of cucumber.” Not only does this make the consumer want to use this product, but it also makes them not to want other products because of the “heavy synthetics” that may be in them. Over all, this advertisement for the new CoverGirl product does a great job with covering many bases to appeal and persuade the buyer. The initial look at Taylor Swift on the ad is only the beginning of the ad and when someone were to delve into the advertisement all the way through, they very well might be convinced to buy the product, which is CoverGirl’s main goal in publishing the ad.