Simply Ageless Makeup from COVERGIRL + Olay

Link to Commercial: https://www.youtube.com/watch?v=BZkyGJ_SFqQ 

This CoverGirl and Olay marketing video is targeting middle-aged to older women, specifically those that are suffering from the appearance of wrinkles and fine lines in the skin, by advertising the collaboration of CoverGirl and Olay on their production of 'ageless makeup'. Furthermore, by displaying Ellen DeGeneres, who is purely American and Sofia Vergara, who is Latino, no specific nationality is targeted. In order to convince these older women in investing in their simply ageless makeup, ethos, pathos, and logos are clearly used as tools of persuasion.

Ethos is first displayed by featuring Ellen DeGeneres and Sofia Vergara, who are famous celebrities older in age with healthy looking skin, as users of the simply ageless makeup. This therefore displays to older women that if invested in this makeup, their skin would be as flawless and 'age-free' as Ellen's and Sofia's skin. Due to the presence of these credible and honest actors, who are associated with beauty, success, and positivity, in the commercial, viewers are more likely to invest in the same beauty products as theirs to achieve the same results of anti-aging skin.

Another strategy used by CoverGirl is pathos. Humor is displayed throughout the video from Ellen DeGeneres as well as Sofia Vergara. Since Ellen is viewed as a comedian, she is included to comically 'insult' the female viewers by prying at their insecurities and suggesting that they must look young and beautiful. By including Sofia Vergara, with her Latino accent, she seems to be 'competing with Ellen' and both are trying to take on the show. This overall adds humor to the commercial that impacts the female viewers to smile or even laugh. As a result, more positivity is being included to attract female users. In addition, the whole commercial has a future-like feel that suggests that this product is very high-tech and effective. Both Ellen and Sofia are dressed in white suits with a purple background, while both zap in and out of the screen, all adding to the high-tech and futuristic features of the commercial.

Finally, logos is used by displaying that this makeup product is high-tech and coming from the future, while including supplements of Vitamin B and SPF that adds health to the skin. In addition scientific diagrams were used to give support to the product that it is beneficial due to scientific evidence and induction that help solve the problem of anti-aging through CoverGirl's suspension formula. They use the word anti-aging to give rise to their product in comparison to any other makeup. "It helps you look younger three ways", in which suggest that their incredible formula for the liquid foundation removes the appearance of wrinkles, while evening out the skin tone, and producing plumping moisture to the skin.