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Pathos In Advertising

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Introduction
Advertisements can really shape how humans see themselves as a part of society. When marketers brainstorm and create new campaigns to get consumers interested in new products or services, they try and use emotions to drive potential customers to want their products, which is known as a pathos marketing ploy. While they can use positive emotions to make a person feel happy or nostalgic, some advertisers will get someone engaged by playing to their insecurities.
CoverGirl is known for having spokespeople who are of all ages, races and now even genders. In 2011, the company put out a television commercial, titled “Hey Wrinkle Face!” (CoverGirl, 2011) starring Ellen Degeneres. Now, it’s located on YouTube, with over 200,000 views. …show more content…

An advertisement that provokes some sort of an emotional response is called pathos (Ryca Films, 2015). However, using this sort of marketing in an advertisement could also be unsuccessful because the advertisement can affect the consumer, on a negative emotional level. Someone who could already be feeling insecure about their appearance, might see this commercial and feel badly about themselves. With the commercial having qualities that could be useful or not (for the ultimate goal of any advertisement: sales), CoverGirl’s commercial would not be considered an effective advertisement because there is not a positive message given; the commercial is playing on people’s insecurities, and the cinematography could be portrayed as …show more content…

Emotional pull on people can really be a deciding factor when they make a purchase decision. If someone goes to the store and sees a product that they remembered from an ad, an ad that told them they needed the product, they might want to buy that product over something they are unfamiliar with. Moreover, Degeneres compares people to fruits like prunes or apricots. That could be seen as offensive because those fruits are generally known to not be good looking fruit. While she is trying to prove that the product can change ones appearance, the company is not being honest and this can be proven when examining their use of cinematography and

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