The advertisement appeals mostly to ethos because it is built on credibility, using Adriana Lima, a known Victoria Secret model and actor to persuade the audience to buy Maybelline New York Lash Stylist Mascara. The speaker, Maybelline New York or the advertisement agency for Maybelline, is directing the message mainly towards the female population overall. The words mainly used for persuasion in the advertisement include: “Maybe she’s born with it. Maybe it’s Maybelline;” “Up to 65% lift;” “A boldly thickened look;” “Only the V-styling comb gives you the power to sculpt our boldest, most open-eyed look ever.” The words are creating a sensational tone, inciting most females to buy the product in order to appear as beautiful as the model used
