1. Explanation On Advertisement :
Covergirl: Queen Latifah Trusts CoverGirl Cosmetic Products
The CoverGirl Cosmetic Product is inspired by Queen Latifah who is an
award-winning actress, rapper and a producer. The CoverGirl Cosmetic
advertisement can be categorized Sex Appeal which rocks and embodies the
consumers as this ad also highlights and emphasizes more on an attractive
picture of a lady - a picture of beautiful Queen Latifah in a grayish background
with her green eye shadow. Queen Latifah has small brown eyes with long curly
black eyelashes. She has a sexy and beautiful big smile with shiny white teeth.
Queen Latifah also has a lovely pair of small gold round dangling earrings in her
ears. The word “CoverGirl” is written in big bold green letter across her forehead,
to show that her beauty and attractive appearance has been improved and
impressed because of the CoverGirl Cosmetic Product.
Queen Latifah is written in small green letters underneath in the right hand
corner , is another technique to attract the females especially the teenagers. The
photo shotis fromher head to her shoulders, justenough for the viewers to focus
on CoverGirl’s Cosmetic Products , such as lips stick , blusher , mascara and eye
liner. Queen Latifah appears to be wearing an olive green shirt, the same color as
CoverGirl’s product, with her hair pulled back into a long pony tail. The
advertisement effectively uses logos, ethos, and pathos to convince the viewers
to buy CoverGirl Products.

2. Logos. The first appeal is shown by using logos to give the viewer’s
reasoning to buy CoverGirl products. CoverGirl claims that their products are for
women of any and all skin types or ethnic backgrounds.
The choices of words is another plus point in the advertisement as it
attracts the users. The ad states the words such as , “fade proof, waterproof and
ignore-proof”, on the container of the product to describe the quality and
credibility of the product that they are advertising (CoverGirl mascara).
This product has been around for a long time and is rapidly growing.
CoverGirl states fade proof because they claim that their product will stay on the
face regardless of how long it is worn for that day, and it withstands sweating and
crying. Waterproof is another word that describes that it does not run but stay on
when it rains or if they go for a swim. Ignore-proof is the smooth look and natural
beauty look that it creates and glows the users face and makes them look like a
true queen, or look as beautiful as Queen Latifah as in the ad. There are various
things that people look to achieve when using make-up or mascara and this ad
identified the top three. It identifies that buyers would not have to worry about it
- fading, washing away, or going unnoticed.
The second appeal is ethos, which is used to convince the viewers to buy
CoverGirl products. The ad is supported by using a very persuasive and
empowering actress and model for the company, and in my view, she is a big
influence to the companies sales. CoverGirl is one of the most popular makeup
companies, which many celebrities use along with other consumers. In my

3. opinion this is to get consumers attention so that they would see their favorite
celebrity using CoverGirl, and hope that the consumer seeing the ad might believe
in and buy their products. Thead advertises by saying, “if it is good for Hollywood
it is good enough for me”. CoverGirl Product uses celebrities to promote their
products becausethey are aware that the viewers and users will be attracted and
buy their products because their celebrities are using their products.
Finally, the use of pathos showed by Queen Latifah through emotions in
the ad. Queen Latifah looks very satisfied with her fadeproof, waterproof and
ignore- proof makeup and mascara. She has the brightest and prettiest smile ever
which allows every one to admire it and lean towards purchasing the product,
which the company is hoping for. Queen Latifah’s face looks naturally beautiful,
which is what CoverGirl is really aiming for.
CoverGirl is a widely known and respected cosmetics company. They
typically use famous actresses and models in their advertisements to persuade
the viewers to buy their products. The CoverGirl ad makes Queen Latifah look
superior to her natural beauty. The logic behind this advertisement is to
encourage the viewers to purchaseand use the CoverGirl products, so they could
look as beautiful as Queen Latifah in the ad.
In conclusion, the advertisement effectively uses logos, ethos, and pathos
to convince viewers to buy CoverGirlproducts that are fadeproof, waterproof and
ignore-proof. Logo is used to show why the viewers should trust CoverGirl
products. Ethos convinces the viewers to buy CoverGirl products by using a well-

4. known actress and model named Queen Latifah to advertise their products.
Pathos shows how the product satisfies Queen Latifah via her emotions in the ad.
The advertisement shows how satisfying and trustworthy CoverGirl products
really are.