Christy Turlington's Maybelline advert for 'The Eraser'

Maybelline New York is a renowned beauty and make-up brand in the cosmetics industry that was founded a century ago, 1915. They are also notorious for using celebrities to endorse their products. This tactic is used to give the audience a source of credibility. The brands time in the market alone is enough credit to gain their targeted populous’ opinions, but to enhance their appeal in this advert, the supermodel Christy Turlington is used to instil a source of authority within the audience. The American beauty is known to be a part of the Supermodel Trinity that is comprised of Turlington and the models Naomi Campbell and Linda Evangelista. Thus giving the demographic faith in the fact that this product is worthy, considering its endorsed by a supermodel splendour in which has an immense experience in the cosmetic world.  This approach is known as Ethos, where the basis of a form of argument is of authority and credibility. The supermodels’ celebrity and cosmetic authority are made use of in this advert; consequently, the brand/product has gained the trust of a vast demographic. A demographic by which desires the beauty and confidence that supermodels achieve throughout their careers. Therefore the brand is using Pathos, through the motivational and emotional appeals that come with using a model spokeswoman, moreover driving their business on the audiences’ craving to be prettier, ultimately endorsing their product: a concealer. That allows many people to gain confidence as they grow into their wrinkles, dark circles and discoloration.  This brand uses a form of logic, facts, and figures as a campaigning technique thus instilling statistics in the commercial. Such as the fact that the product had undergone 7 years of research prior to its making, as well as the fact that it has 3 varied patents, and emphasizing the fact that it is a super-concentrated treatment in which is made of natural products such as goji berry and that it features the technology of a micro-correcting applicator. This brand makes claims that are supported by logic that consists of logic and prior research. Overall, this business has an awareness of the effects that rhetoric approaches to commercials, has on their targeted audience. They have studied their demographic and understand the insecurities that within it. Making use of resources such as research, and the correct spokespeople, time and time again. Ultimately winning over their audience through the use of Ethos, Pathos and Logos in persuasion.