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Covergirl

One day I was watching TV and a Covergirl commercial came on. I thought it would be a good commercial to use for this blog post because we see makeup commercials all of the time, and I think there is a lot of rhetoric in the commercial. The commercial is about Zendaya trying to promote a type of Covergirl mascara called Super Sizers Fibers mascara. Like a lot of Covergirl commercials, they use a celebrity, popstar Zendaya. The fact that she is a celebrity already makes the product appealing because she's popular, trustworthy, and looked up to so that would be a form of rhetoric.

The first thing that she says is “Do you want to try something new?”, then she says the name of the mascara. By doing that she is using rhetoric to draw the viewer in and get them intrigued. Then she starts listing what benefits the mascara has or the features of it, which is “400% volume and so much length you won't believe your eyes.” Anyone who wants full, voluminous, long eyelashes are interested at this point. If you noticed, she added a pun in there, “you can’t believe your eyes,” get it because it’s mascara for your eyes. Then they show the product on Zendaya and they want that to make the viewers want to have beautiful, full eyelashes like her. Next the commercial ends with her saying “Easy, breezy, beautiful, Covergirl” and the point of that phrase is to tell the viewer how easy it is to use their products and how beautiful you look when doing so.

I think their argument is reasonable, that the Super Sizers Fibers mascara makes the eye lashes look voluminous and longer. The problem is that she is most likely wearing fake eyelashes and she is definitely wearing a lot of eyeliner in the video which gives the illusion of the eyelashes being super voluminous. All that being said, the rhetorical techniques were very effective. They use Zendaya, a popular celebrity, and put their mascara on her and have her tell you that if you want your eyes to look like hers, you should use that mascara, which most people would.
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Comments

  1. UnknownDecember 13, 2016 at 4:49 PM

    Well, i have used this product which was working really well. It developed pathos and logos well by using famous people who is trust worthy. 400 volume was little bit over expressed but oh well.

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