Covergirl Ethos Pathos Logos

Pathos imagery is used profoundly in the marketing industry as companies try to appeal to the emotions of the consumer. Advertisements make use of pathos to attract consumers to buy a certain product. Companies often target the average woman’s insecurities, making her feel unattractive and socially unacceptable. The marketing experts then offer a remedy in the form of a product, in order to make sales (Edlund and Pomona, n.d.). By doing so, the woman feels as if she needs to improve herself, thus goes out and buys the product to achieve the perfect look. Figure 2 is an image put out by the worldwide makeup brand Covergirl. The ad uses Taylor Swift, a beautiful celebrity to endorse their product. By using a beautiful celebrity, Covergirl is trying to engage with the audience and appeal to their interests. Swift’s flawless skin targets the average woman’s emotions, evoking the need for flawless skin. Now this average woman is thinking that if a big name celebrity uses Covergirl brand to achieve beauty, then she should go out and purchase it for herself as well. Marketing

Ethos imagery focuses on the viewer questioning the author’s credibility. Logos focuses solely on logic and reasoning. Pathos is the only rhetoric device that persuades an individual by appealing to their emotions. Appealing to individual’s emotions stimulates a response. That response is first emotional, such as getting sentimental over seeing an underprivileged child, or feeling insecure about yourself, or even patriotic after seeing your countries flag. These emotions then trigger a bodily response such as going out and donating, or buying the perfect brand of makeup, or even something as crazy as joining the army. Pathos imagery is present in many different aspects of the world and affects every individual differently, and demands different responses based on those individuals