Components Of Advertising: Aristotle Prophets For Profits

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Prophets for Profits Advertisements are public announcements or notices that promote a product to certain audiences. They feature elements that will try to attract attention from a particular group of audience and persuade them to purchase the product. One of the constant sources of advertising is the cosmetic industry. COVERGIRL is one of the biggest cosmetic companies in today’s industry. They are known for using famous personalities to promote their products—such as Ellen Degeneres, Sofia Vergara, Drew Barrymore, and many more. In this particular advertisement, the company is promoting a make-up foundation, which features Taylor Swift in a very natural/ light make up, with a phrase stating, “a breath of fresh air! flawless coverage with …show more content…
However, the most common strategies used are Aristotle’s three marketing approaches, which are called the ethos, pathos, and logos. Pathos refers to persuasion through the audience’s emotions. By using this technique, the advertiser will make the audience feel that they are on the same side—advertisers offer exactly what the audience want, which will generally result in having the targeted audience purchase the product. Logos is a technique used to persuade a targeted audience by presenting reasonable facts and/or statistics. By using this technique, the advertisers are providing the audience information about their product to make them understand more what the product actually does. Finally, ethos is the persuasive strategy that uses reliable character or the credibility of the endorser. In this essay, I will be discussing how COVERGIRL successfully used all three elements to endorse their new product to their targeted …show more content…
Numerous advertisements commonly use positive words to appeal to their audience’s emotions. In this advertisement, the slogan “a breath of fresh air! flawless coverage with a light-as-air feel” is bolded. This technique takes advantage of their targeted audience’s—in this case, women’s—emotions by claiming that their product provides full coverage without the heavy, “cake-y” feeling that many foundations give—which women desire in make-up products. Also, by having this phrase bolded and in a larger font than the provided description of the product, women perceive, not only the product, but also its higher purpose in a memorable way. Moreover, the company introduces their product as the “new natureluxe silk foundation” with a line underneath stating, “luxury touched by nature”. Using the word “new” and putting it in bold letters draws in the audience to try their product due to the tendency of humans to want to take risks and try new things. Additionally, stating that their product is a “luxury touched by nature” appeals to women by implying that they can have the luxurious feeling the product gives without the artificial, hazardous

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