From the 1960’s to 2018, makeup has had a huge impact on culture, socioeconomics and gender. It is apparent that from these two ads, Covergirl changed their advertising strategy to adapt to this change in fashion and beauty. “Over time the way woman apply their make up on has changed”. In the 1960’s woman wore little to no makeup with the main thing being lipstick or blush, but in 2018 you have woman that wear eyeliner, fancy eyeshadow and do a lot of “contour”, it completely changes the way woman view themselves.
When someone hears the phrase “Easy, breezy, beautiful, cover girl,” they automatically think of the makeup brand CoverGirl. The company has made the phrase the main slogan of the brand. CoverGirl stars different advertisements with celebrities like Ellen DeGeneres, Katy Perry, Sofia Vergara and Queen Latifah. They make the viewers think that if they use the brand
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CoverGirl has been around and being used by woman since 1958, it is one of the most popular, inexpensive brands. CoverGirl credibility comes from the company using popular celebrities in their advertisements and commercials to sell their product. Celebrities help by bringing in the audience and persuading them. It makes the audience believe that the product is a good quality makeup since celebrities are using it especially if you’re a fan of that particular person. They help endorse the products which establishes credibility. Ellen DeGeneres, Katy Perry, Sofia Vergara and Queen Latifah come from different cultures/backgrounds which causes fan bases to open doors to a broader audience. The advertisements also portray how make up and beauty have changed from the 1960’s to the year 2018. You don’t have to be fancy and rich to buy make up now because there are multiple brands that are cheaper from the next. Since woman are the main ones that wear makeup and also be in the commercials, the credibility relates to
When you look at someone the first feature you look at is their eyes. The mascara industry knows this instinct all too well. Two respected companies in the industry are Covergirl and Revlon. In recent years the two companies have had great success in marketing their mascara products. Two of the accomplished lash products are Covergirl’s The Super Sizer and Revlon’s Lash Potion mascaras. In their commercials, the two brands have a few similarities as well as differences. Both commercials have similar target audiences, promise glamorous lash results, and have attractive female endorsers. On the opposing side, the commercials are different in regards to their theme, setting, and the endorsers chosen.
I have examined and analyzed the COVERGIRL™ NatureLuxe advertisement that uses common feminine stereotypes. In this advertisement, COVERGIRL™, which runs in Seventeen magazines, targets women through their choices of colors, fonts, and images used. Certain stereotypes are used; such as, those who are more feminine tend to prefer lighter, happier colors, such as pink. Also, the use of a celebrity, who many young women look to as an icon, assists in the advertisement of the COVERGIRL™ product. COVERGIRL™, more than likely, is able to successfully market their lip-gloss product in the United States by using common gender stereotypes to show femininity and how those, mainly women, should be presented in today’s society.
Like McClintock wrote in Propaganda Techniques in Today’s Advertising, it is the “most-loved and most-used propaganda techniques.” It is the easiest way to win over customers. They see a celebrity they admire, and they think if they use the product, so should they. In L'oreal's ad for instant tan lotion, the viewer sees the beautifully tanned, clear skinned, long-legged model Karlie Kloss. Her hair blonde, effortless wavy hair paired with an unbuttoned white dress shirt and stiletto heels is the L’oreals definition of beauty. Next to her in ‘handwriting’ font has a quote of her saying “In an instant my skin is ready to glow.” For those who are familiar of Karlie Kloss, her modeling career, or just after seeing her appearance, they might buy the product to try because they trust her “judgement” and hope to maybe look as flawless as she does. L’oreal uses Testimonial to teach women that they should strive to look as flawless as Karlie Kloss using their
In the ad, one assumption made is by supporting the NFL and CoverGirl, you approve of football players abusing their partners. Another generalization is all women wear makeup, get physically abused, and they’re the only to be victimized. The ad cannot support the claims made, but the audience accepts these statements are true.
This campaign may have a reverse effect on these types of women. By hearing the responses from the women, they may feel that being confident is not something that is considered normal. This would be a constraint that this campaign and specific short-film could give. Another constraint would be men. Although Dove is a company that aims towards women, there are men that struggle with the same self-esteem problems that could also benefit from this same mission. By letting know that not only women, but also humans as a whole, should believe they are beautiful could change the impact of the message. The last thing that could pose a problem is the fact that the reveal, one picture is supposed to represent unattractiveness and one is representing beauty. You hear comments from the women mentioning crow’s feet or circles under their eyes weren’t in the second picture. So do these tiny things change the definition of beauty? Is the youthful looking picture supposed to be the only way to achieve this? In today’s society, we are taught that beauty is within certain constraints and this is something that is around us every day. Beauty and perfection surrounds us in so many aspects of life on a daily basis and this is what is making women so self-conscious. Society is measuring peoples worth by their outside appearance instead if their inner thoughts
Cover Girl cosmetics have been the top-seller since 1961 and are still going strong. It is hard, with all the advanced lines of make-up for one product to go as far as Cover girl has, so how does Cover Girl cosmetics do it? A lot of Cover Girl’s strong, on going successes are due to changing the look of the product, exceptional promotions which the public can’t look over, giving a cosmetic appeal to both older and younger aged women and most importantly by using near perfect women and teens to model their products. Although it’s wonderful that Cover Girl has been and still is so successful, it has put a dentation in today’s society in what women’s appearance should and shouldn’t be. Women and young adolescence are confused of what their appearance should be. Cover Girl has many famous models; one inparticular is the famous country singer Faith Hill. Faith is tall, skinny, and flawless. When women see models like her doing the advertising for Cover Girl, they automatically feel that they should look the same. Later in this paper I will go into semiotics which derives from the Greek word semeion meaning sign, it basically describes how people interpret different signs, such as models, and how these signs might effect one’s life and self-esteem. Proctor & Gamble are the owners and starters of Cover Girl cosmetics. To keep up the success of Cover Girl they must keep on top of the advertising game to stay above the competitors. To do this they do many promotions, some include using famous singers, changing displays, giving away samples and one of the most important advertisement of all is the models Cover Girls incorporates in their ads. Cover Girls did one promotion with Target stores to promote their product. They used the famous group 98 Degrees to make a sweepstakes called, “Fall in Love with 98 Degrees Sweepstakes.” The grand prizewinner of this sweepstakes is an appearance in the new 98 Degrees music video. This advertising doesn’t just take place in the Target stores; it also takes place in Teen magazine, stickers on the new 98 Degrees CDs, a national radio campaign, and the national Teen People magazine. Because it’s teens that mainly listen to the music that 98 Degrees produces, it’s the teens that this particular promotion is focused on. I s...
As I was watching TV the other day, a Cover Girl commercial appeared on my screen, and it was
Even though this was an issue for mothers, when I looked through a few older ones, it had the same fashion trends and the advertisements were directed toward the female demographic with similar makeup and feminine hygiene ads.
The visual images on the ad directed me towards the target audience. The woman who is featured in the ad, P!nk, is a punk rock star who is loud, fun, and crazy. With the product being labeled “Flamed Out Mascara,” I think CoverGirl couldn’t
CoverGirl is pulling their consumer in by offering them rich, satisfying color and lip butters, while also stating what shade is on the model. Since the model is wearing Yummy Pink, the brand decided to add a visual aspect of an ice cream. The brand emphasizes the shade of pink is just as yummy as an ice cream I acquire the same feelings for the Maybelline ad, however knowing the background of the ad I appreciate the ad more than before. I enjoyed how they were able to create an emotional appeal to their consumers while achieving their objectives.
The techniques companies use to sell their products have changed so much in the past 50 years. Every company has to adapt to the changing times. An example of this is that in the 1950s, companies had to find a way to appeal mostly to stay-at-home wives because they were the ones who were home all day listening to the radio while doing chores or watching the commercials between their soaps. In the 1970s advertisements had to change and find some way to appeal to an increasing amount of feminists while alluring homemakers also. They have to go along with the changes.
The media favors one women's body type; the tall blonde with perfect, tan skin and long, beautiful hair. Because the images of women in advertisements are unattainable, it keeps them purchasing new products in their quest to be like the models they see (Moore). The actual women in these advertisements can't even match up to the
This advertisement includes three alluring models, all of which are of different ethnicity but essentially have the same physical attributes. This image is used to appeal to all sorts of American women. The models all have famished bodies; this includes their angular, somewhat gaunt faces and protruding collarbones. Located right below this image is the company’s slogan which reads, “ESTEE LAUDER”. Defining Beauty.”
Cosmetics throughout history have changed drastically throughout the years. From the years 1900-2017 makeup has evolved and has had an impact of the lives of many people through the decades.
Make up has been around for about 12 thousand years. Woman use makeup to make them look more beautiful, woman now and back that weren’t happy with their natural beauty so they chose to event or come up with something that would make them beautiful. Woman got the idea that they would use some things form nature that they found and smashed it or do something to but on their face. At first it was a poisons thing to use but now a days makeup have reached a point that it’s not dangers to put on now. In this paper making to talk about the different make up their development of each. Some of the makeup history that I’m going to talk about are lipstick, mascara, eye liner, Eye shadow, body painting and a little about nail polish. I’m also going to talk about who wear makeup. I am going to explain why they wear makeup and what it meant to wear makeup.