Using Pathos and Ethos, Logos in The Makeup Forever and Mac Advertisements

Most advertisements use a triangle of rhetorical strategies comprising of pathos, ethos, and logos to cast a profound impact and influence on the minds of the targeted buyers. The cosmetic industry relies on the effectiveness of the rhetorical strategies to drive up sales and enhance their market access. The level of effectiveness applied works as the competitive advantage in the corporate strategy. Two cosmetic brands, Makeup Forever and Mac have employed rhetorical strategies in their print and electronic advertisements to influence their respective market niches with remarkable success. A close-up analysis of the different strategies used shows that both companies have unique ways of using ethos, pathos, and logos in a way that suits the preferences of their target market. Beauty products appeal to people’s sensibilities, which makes it appropriate for marketers to use methods that enhance the psychological levels of appeal.

The Mac Cosmetics advertisement features a conspicuous image of Miley Cyrus positioned at the center of the web page. The cosmetic items under the Mac brand are displayed in less prominent details at the bottom of the celebrity's image. As such, the impression achieved by the advertisement shows that the use of ethos governs a significant part of Mac's strategy. The choice of Miley Cyrus image is meant to foster the impression that her glamor and beauty are somewhat connected to the use of Mac beauty products. Miley Cyrus is a renowned celebrity with vast fan base that cuts across multiple demographic categories. She appeals to adolescents, young women, and mature women in a profound way. Many of her fans would wish to share or achieve the same physical attributes of beauty that have made her remarkably glamorous.

For this reason, the use of Miley Cyrus image has the effect of promoting the preference of the various cosmetic products under the Mac brand. The picture of Miley Cyrus crystallizes into a definite image of beauty that naturalizes within the minds of the viewers and becomes inseparable from the quality of the Mac products. The eye pencils, eye shadows, lipsticks, false lashes, and any other product traded by Mac Cosmetics acquire an elevated significance because of their association with Miley Cyrus. In this sense, Cyrus becomes a silent, but powerful authority that affects the targeted buyers with different levels of intensity. Although the celebrity’s image stands out as the most predominant feature of the advertisement, it has the overall effect of enhancing the impression of Mac Cosmetic products in the eyes and minds of the targeted consumers.

The use of pathos in the Mac Cosmetics promotes the emotion of happiness and feelings of confidence, which are conveyed by the face of Miley Cyrus. To this extent, the strategists achieved a powerful impact on the targeted buyers. In this respect, Miley's facial expression becomes a signature illustration of glamor and beauty. Her beauty is revealing in terms of the calm composure that is typical of a celebrated model. The efficient use of pathos in this advertisement affects the targeted buyers at the emotional level. Naturally, the influence of pathos works in a subliminal and subtle manner that convinces the target groups to embrace the product without conscious acknowledgement of the existence of such forces.

Evidence of the use of logos on the Mac Cosmetics advert is shown in the use of textual information to describe the quality of the various cosmetic products. Some examples that illustrate the use of logos are the descriptive pieces of information that provide the merits of the cosmetic products. The information supplied is meant to make the reader apply their rational faculties in order to appreciate the advantages of the products. The information contained in the description includes details on the functioning of the cosmetic products and their likely impact on the users' bodies. The use of logos aims at convincing some of the targeted users who seek for more than the aesthetic and emotional appeal of the product. The effect is mainly supplementary because it combines the advantages of pathos and ethos. In sum, the Mac Cosmetic actually employed all the combined effect of ethos, pathos, and logos to enhance the appeal of the various cosmetic products. However, the use of pathos appears to be the most prominent and predominant.

On the other hand, Makeup Forever Cosmetics advertisement shows a balanced approach that combines ethos, pathos, and logos to attract, engage, and convince the minds of the targeted buyers with the ultimate objective of converting interest into sales. The value of the cosmetic products is underscored by the sensational display of beautiful models, colorful display of the cosmetic products, and resourceful information about the qualities of the products. The Makeup Forever advertisement differs from the Mac Cosmetics advert in terms of the quantity and quality of the details applied. The sliding images of the models give this ad a comparative advantage because of the aesthetic appeal that comes with the benefit of variety.

The use of ethos is most evident in the use of three models with well-toned skins, different hairstyles, and varying facial expressions. In a profound way, the images of the models are deliberately propped up to convey an aspect of calm beauty and prestige. The composure is meant to convey some level of connection between the beauty of the celebrities and the quality of the cosmetic products. The effect of the pathos in this advertisement aligns with the prestige and elegance of the cosmetic products in ways that impart a positive influence on the targeted buyers. One of the sliding pictures features a beautician enhancing the looks of a model by using one of Makeup Forever facial cosmetics. The portrayal of an expert performing a cosmetic procedure bestows a high level of confidence that convinces buyers about the merits of the beauty product. The advertisement seeks to cultivate a high degree of trust in the products.

The Makeup Forever product also uses facts to enhance the level of trust among the buyers. The rational appeal is directed towards promoting the value of the cosmetic products through a knowledge-based approach. As a result, the effectiveness of these cosmetic products anchors on the effective use of the three rhetorical strategies to enhance meaning. The Makeup Forever advertisement is packed with more rhetorical details that work efficiently towards capturing the attention and interest of the market. The publication was designed with a unique advantage of variety that engages the minds of the targeted users on the rational, ethical, and emotional levels. The Mac Cosmetics products have some convincing influence, but it is limited in terms of its aesthetic appeal. Even so, both advertisements have their unique strengths that promote the key objectives of imparting a positive influence on the market.