Summary: The Rhetoric Of Advertising

Superior Essays
Ad Analysis
Today advertisements for women's clothing and makeup target the insecurities of young woman. Companies use the appearance of young, fit, beautiful models to persuade consumers that their appearance is insufficient to societal standards without their product. The ad that I have selected is an advertisement for mascara put out by L'oreal Paris in 2011. This static ad while it is effective is unethical. It uses snob appeal and causes woman to compare themselves to the model, Gwen Stefani. This ad creates the idea that if you buy this mascara you will look more like her through the rhetorical appeals of ethos, pathos and logos.
This advertisement is incredibly effective for the targeted audience. In order for the advertisement to have
…show more content…
L'oreal wants to transfer Gwen’s reputation and the things that she believes, stands for, and represents onto this mascara. According to Stuart Hirschberg in his article, “The Rhetoric of Advertising” he states, “The single most important technique for creating this image depends on transferring ideas, attributes, or feelings from outside the product onto the product itself” when discussing the importance for an ad to make a distinct image of a “superior” product (“With These Words…”) Gwen is a beautiful, rich, and famous woman and they use her looks and reputation to lure in buyers. The ad is meant to create the idea of, “If you buy this mascara you will look more like Gwen Stefani” in the mind of the consumer. The advertiser is using snob appeal, and the ethos of Gwen to draw attention to this ad. According to English Department at UCCS “Ethos is the moral, ethical, or societal position held by the author or by other people, groups, documents, or concepts that the author introduces into an essay” (“Stretch Course Packet.”) For this analysis the discussion is about an advertisement and the morals, ethics, and societal position of Gwen Stefani. She tends to be a well known name with the younger generations and a reliable source. Her biggest asset is her beauty, that is her voice in this ad. Even if someone seeing this ad did not recognize who was in the picture her good looks speaks for her. Regardless of her name the images of her face, hair and makeup are enough to make most women jealous. There is a clear target audience of young woman who feel insecure in their appearance and rely on makeup to conceal those

Related Documents

  • Great Essays

    Photoshopped models, airbrushed actresses and filtered Instagram pictures lead women to look at themselves in the mirror and see nothing like the women in magazines or online. Advertisers use pathos to evoke the emotion in their audience. In this case they are taking an ordinary woman and comparing her to a supermodel. Photoshopping and digitally enhancing expert Ashley Brown (2015) says, “Advertising works by seeming to ‘‘invite us ‘freely’ to create ourselves in accordance with the way in which they have already created us’’(p.689). But while it may hurt an individual’s self-esteem, it is a booster for cosmetics and beauty sales everywhere.…

    • 1988 Words
    • 8 Pages
    Great Essays
  • Decent Essays

    Their goal is to make every woman feel confident and sexy in their own skin, but their commercial’s and ad campaign is saying something totally different. Who knew ads can do so much damage to a person. Victoria secrets is wrong in so many different level. They have models with long legs and no stomach, but still use Photoshop to match up to the ideal of a perfect body. Why you think guys dream girl is what they see in commercial and Ad campaign.…

    • 763 Words
    • 4 Pages
    Decent Essays
  • Decent Essays

    This Estee Lauder ad uses a celebrity influence trying to entice the consumer to the actual product itself, targeting young to middle aged women who want to be more mature or women who want to feel young, with their products. Furthermore the advertisements tend to leave an impression in the consumers’ minds prevailing an image of a beautiful young woman in how today’s society are portrayed as and it usually attracts not only women who believe they are all these things but also women who, in other words, are not satisfied with themselves or their looks. This advertisement is evidently publicizing a perfume spray called Modern Muse Le Rouge. Le Rouge is the color red spelt in French and it is also the color used in the photograph, giving it a bold, colorful impression. Advertisers seemed to purposely use the color red to give the advertisement a sexy feeling and to hook the buyer’s attention by the use of only two photographs; one of the product and of the young model.…

    • 826 Words
    • 4 Pages
    Decent Essays
  • Improved Essays

    Campaign For Real Beauty

    • 960 Words
    • 4 Pages

    The video was provoking and appealed to the emotions of the audiences. These people were, yet again, not as pretty or commercial as many models, but they still exhibited a form of beauty. PR Newswire offers: “It inspires the women, and viewers alike, to reassess how they see themselves. Dove believes that when women look and feel their best, they feel happier” (“Dove Real Beauty Sketches”). The video certainly makes people think about how they view themselves and encourages audiences to find their inner and outer beauty.…

    • 960 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    A proof is any statement or statements used to persuade an audience to accept a proposition. In this case, the proof would be, “She’s Sporty, She’s Sexy, She’s Glamorous.” This advertisement is very effective for numerous of reasons. For one, every woman wants to feel fabulous. Women want to be able to switch things up and be versatile at the same time. By purchasing the fragrance and beauty collection, a woman would pay one price to achieve three looks, and also release a soothing aroma depending on the occasion or look the woman is aiming to…

    • 927 Words
    • 4 Pages
    Great Essays
  • Improved Essays

    Every time someone turns the TV on, purchases a magazine, or navigates in social media, is bombarded with images which society considers beautiful. It is deductive by all types of marketing that beauty equals colored eye, skinny body, and flawless skin. Since a young age, girls try to acquire those qualities, in the absence of these, low self-stem and depression are regularly common. Most movies, TV shows and magazines portray that physically attractive girls and guys are known as beautiful, desirable and popular; on the other side those individuals who don’t meet society’s standards of “beauty” are teased or ridiculed. Yet, beauty doesn’t always have to mean the external appearance of a person.…

    • 792 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Which brings the question is it asking about the lingerie or is it asking about which model you prefer? Where in a sense the ad is making the models compete with each other for the attention or the approval the masses. You have some of the models looking playful and friendly. While the others have more of serious pose and they are looking straight at the viewer. No matter who you are it is hard to compete with "perfect" women in advertisements today because of the use of airbrushing and even some advertisers use parts of women to create a whole new model.…

    • 788 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Jenna Sauers voiced her opinion online stating “hers is a body that is so different from the usual physical ideal that is shoved down women 's throats"(Sauers). Personally, I believe MAC does this for shock value to entice potential customers, but also because other advertisements and campaigns are trying to embrace new ways to highlight what is beautiful. Therefore, this is another marketing strategy MAC uses to get women to feel better about themselves when viewing this advertisement. Women who view this ad can not only feel better about themselves but can also be more willing to trust the product MAC is trying to…

    • 951 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Regardless of whether or not media is correct by force feeding public definitions of beauty, the tactic of hiring women who manage to fit the makeshift mold of “beautiful” to indorse a product is highly effective. Jennifer Lopez is one of the rare women who fits the current mold of beautiful.…

    • 1097 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    Oppression Of Young Women

    • 991 Words
    • 4 Pages

    To begin, ad campaigns are full of beautiful air-brushed women with perfect, airbrushed features no matter what product is being sold. The most detrimental are not the women plastered on magazines that sell issues based on sex-appeal like Playboy or Cosmopolitan; rather, companies that cater towards the average woman are most to blame. For instance, makeup companies such as Covergirl and Sephora give women the hope that if they buy the correct products and enough of them a particular kind of waterproof mascara and long-lasting lipstick will magically transform them into the models in the advertisements. Maybelline, a popular beauty company’s popular slogan is, “Maybe she’s born with it; Maybe it’s Maybelline;” as if use of a Maybelline product could so dramatically alter a woman’s look that she could come away looking like a runway model. According to research done in an article sponsored by the Young Women’s Christian Association (YWCA), an organization dedicated to providing adolescent girls and women the communal support they need, titled “Beauty at All Costs: The Consequences of America’s Beauty Obsession on Women & Girls,” in the United States alone, a whopping seven billion dollars each year is spent on cosmetic beauty products.…

    • 991 Words
    • 4 Pages
    Improved Essays