Ad Analysis

In this assignment we were supposed to pick an ad and show how they used ethos, logos or pathos. When I was first looking for an ad I searched around for a little bit then saw this bright pink ad. It caught my eye right away. This assignment was one of my favorites, because it showed how companies are using certain things to convince you to buy their products. 

Bailey Glenn

Professor Nall

Composition 1

11 October 2023

Ad Analysis

    Rihanna became Covergirl's newest face in 2006. Rihanna has done several ads for Covergirl, but this one really stood out for me. This ad was published in 2007 in several magazines. Around the same time that Rihanna published the song Umbrella. Umbrella was a huge hit. Rihanna was at her peek and getting a lot of fans and attention. The song Umbrella now has over 900 million views on YouTube. That's why I believe Covergirl wanted to use Rihanna for their ads. Covergirl no longer uses the product in this ad because it was published a long time ago and they have new products now. This Covergirl ad uses someone famous, bright colors, ethos, logos and pathos to communicate its argument. 

    This ad is bright pink with a picture of Rihanna's face on it. It’s trying to tell the audience that if you use Covergirl then your lips will shine like Rihanna's. By using Rihanna Covergirl gained a lot of buyers. Most people know who Rihanna is, but even if you don’t, she catches your attention because she is very pretty. What also caught my attention about the ad is the color. Most of the Covergirl ads are nude colors and just have a white background, but this one is bright pink, and it really stands out. The bright pink color matches her lips and draws the viewers’ attention to them. Which is just what Covergirl wanted.

    The main argument of this ad is if you use Covergirl your lips will shine like Rihanna's The ad even says, " get pretty" on it. Its saying by using they're product it will make your lips pretty like Rihanna's.

    I think this ad is targeting middle aged Rihanna fans who like to use makeup. Most middle-aged people know who Rihanna is because of her hit songs and most middle-aged woman use makeup that's why I believe that they are the target. Rihanna was at her peek in 2007 so Covergirl was getting a lot of attention by using her in their ads. The middle-aged girls wanted to be like Rihanna so they were convinced that this lip gloss would make them like her. 

    This ad is using ethos, logos, and pathos. It's using ethos by saying Rihanna uses their product and her lips look good so if you use the product then yours will too. The ad uses logos by saying "get pretty". It's saying if you use, they're product you will be pretty like Rihanna. That's also a good example of pathos. They're saying if you don't use, they're product then you won't be pretty like Rihanna.

    I think this ad is effective because I don't even use lip gloss and it caught my attention. I believe that if someone who does use lip gloss sees it then they would buy the product or at least be interested in it. This ad is even more effective for the people in 2007. It caught their attention by using a popular artist in that time.




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