Ethos, And Mascara Advertisement Comparison

Mascara ads
Ethos, pathos, and logos. These three things are very important to companies to have in their ads. Ethos means to prove to the audience that the ad is credible. Pathos means to appeal to the audience’s emotions. And finally logos means to appeal to the audience by using logic. Most makeup ads use pathos to appeal to their audience, using sex appeal to persuade women into buying their makeup. The L’oreal and Rimmel Mascara ads both emphasize their use of pathos, but also do a great job of their usage of ethos and logos as well. The L’oreal mascara ad seems to be more credible than the Rimmel London ad, for many reasons. First, the L'oreal ad has two clear pictures of what the mascara will make the buyer’s eyelashes look like, and …show more content…
This is so because unlike the L’oreal ad, the Rimmel ad does not list any websites or any other sources of information about the mascara. However, the Rimmel London ad uses a big words like “energized” and “revitalized” to seem more credible to potential buyers. The ad also explains what the mascara will do to your eyelashes, and it goes a little more in depth than the L’oreal ad did. It reads, “Wake up to uplifted lashes! Eye awakening volume, lift, and length. Cucumber fresh, vitamin charged. Eyes look energized and revitalized.” This statement is very clear in explaining what the mascara does to the buyer’s eyelashes. Although the Rimmel ad does a better job of explaining what the mascara will do, the picture on the ad are not as clear as the pictures on the L’oreal ad. It is a more far away shot and does not provide a close up picture of the lashes with the mascara …show more content…
It has a “cool” appeal to it, and will make a potential buyer think that they may become more cool if they buy the mascara, but that is not the case. The ad reads that the mascara will give your lashes a “spikey, rebel” look, but in most cases mascara will not make a person more rebellious. Also the ad reads that the mascara gives your lashes “mega” volume but this is also probably not all true. While these loaded words may be more eye catching and appeal to emotions, they are just not logical. The Rimmel ad appears to be a bit more logical than the L’oreal ad, it gives a great description of the mascara and does not over-do it. However, the ad does insinuate that their mascara will make you feel more awake and fresh. In most cases mascara will not make one feel that way. Overall, the Rimmel ad has a great use of logos. Overall, the L’oreal ad uses ethos and pathos better than the Rimmel ad does. The L’oreal ad may not be as logical as the Rimmel ad with its promises of making you look like a rebel with “spikey” eyelashes. Despite that, I think it is the better ad of the two. I feel this way because the L’oreal ad provokes more feelings than the Rimmel ad. Also, since the L’oreal ad lists a website to go to as well as an app, it is the more credible ad. I think credibility of an ad is very important to the audience, because most potential buyers want to make an informed decision before buying