The advertisement by Covergirl is promoting their new mascara and is urging the audience to buy and use their makeup. The advertisement features celebrity Queen Latifah to motivate the audience to purchase their products. Covergirls target audience is women who want to be beautiful and happy with their appearance. The advertisement is very effective in numerous ways. The image of Queen Latifah and her happy, beautiful appearance makes the product very appealing to women. Covergirl also uses very strong, bold language to describe the product and persuade viewers to buy it. .
The image in the Covergirl advertisement is just one example of how this advertisement is effective. The advertisement is supported and represented by a very empowering and influential actress, Queen Latifah. The idea that Covergirls makeup is used by celebrities gets consumers attention and motivates them to use the same products as their favorite actress. Queen Latifahs flawless appearance and natural beauty also makes this advertisement convincing. The focus of the image is from her head to shoulders, highlighting the effect Covergirls product has on her. Her emotions reveal that she is very satisfied with the Covergirl mascara and her big smile makes Queen Latifah look as she is happy with her appearance, as Covergirl aims to make consumers feel when wearing their products. Covergirl employs popular celebrities such as Queen Latifah to promote their products so that the audience will want to use the same makeup as celebrities they may admire.
The text in Covergirls advertisement also contributes to the effectiveness of the advertisement. The name of the company, Covergirl, shown in big, bold, green letters is the same color as the eye shadow Queen Latifah is wearing to illuminate the mascara they are advertising. Three crucial qualities that consumers look for when buying eye makeup are to make sure it will not fade, run when wet, and that it will improve the appearance and will improve their natural beauty.