“In these kind of places, you don't want to blend in except if it is your skin of course... new from, easy breezy, beautiful, CoverGirl.” In this new world people long to have longer lasting flawless beauty and are willing to go to great extents in order to look “beautiful” and “young”. There is always a new product coming out that promises flawless skin and a more toned look such as the CoverGirl commercial. These commercials stir nothing more in the hearts of the younger female generation then the desire to attain a perfect skin tone and to be unblemished. The CoverGirl commercial also advertises using celebrities that have a flawless and vibrant skin tone and this in turn helps to gain the acceptance from their female audience. It satisfies the needs and desires of young women struggling to find the inner beauty in themselves. One would wonder if these commercials are really what they say or are they only bluffing? This can only be answered by the consumers that purchase these cosmetic products. Fashion is something that women take to heart and are very much willing to do anything that deals with looking like their favorite celebrity. Commercials like these serve nothing more then to bring a sense of hope into the lives of women that are depressed about how they look. With the ever-changing world of fashion and fads women want to look fresh and to have the perfect look, CoverGirl knows this and uses it in their advertisement in order to assist women with their strong desires.The CoverGirl commercial uses many tactics to sell its products and to promote it. The very first thing that can be noticed is their use of music. The music is much hyped and it allows for the audience to relax their minds which further allows them to feel good and at ease. Not only is the music hyped and interesting it is also music that can be compelling to the younger female generation. For example, in one of the commercials CoverGirl uses the song “Umbrella” by Rihanna to help draw in a bigger audience. Not only was the music used, Rihanna was also featured in the commercial and this made the commercial more interesting. Celebrities are an excellent way to promote a product because they are looked up to and they are admired. In today’s society women are pressured to look beautiful and stunning like their favorite celebrities. This can be seen in movies, soaps, and on television shows. The media convinces these women that their product will enhance and ensure flawless beauty, after being convinced of the product women rush to buy it. Commercial companies fully understand what their audience likes and what they listen to. With the knowledge of what attracts their audience companies take this to their advantage while trying to attract more costumers to purchase their product.
Aside from the use of music, there is also the vibrant usage of words in the script. For example, in one of the CoverGirl commercial it stated that, “even if it is raining your lips will have lasting fruity shine.” From this example one can notice the use of words like “fruity” and “shine” and how these words further influence the female audience. In another one of CoverGirls commercials they proclaim that if one wanted to make their lashes look “presentable” then if they tried their new Lashblast then they will have, “big, bold, look at me lashes.” Now every girl that will hear this commercial would agree with the commercial in that they would want to make their lashes bigger and bolder. As shown in the commercial by Drew Barrymore, they would feel as though if they bought that Lashblast then they will also have lashes like Drew, big and bold. The commercial uses wording that will be liked by their audience and being an insecure girl one would fall for their words. It all comes to how theses commercials present their product and what words they choose to use. Using vibrant words does nothing more then to add to the amount of influence the commercial has on the audience. Along with the clever use of words and alluring celebrities there are many other tactics that are used.
CoverGirl commercials are fully aware of their audience’s interest and they will try their best to relate to them as mush as possible. This can range from the use of celebrities to the use of fashion in the ads. One can notice that in many of the CoverGirl commercials there is a colorful array of clothes that is featured. The clothes line is very much fashion-like and it further enhances the influence of the commercial. The commercial directors put a tremendous amount of effort into using the right kind of clothes that they know their audience will agree to. Not only is the clothes fashion-like but it is also very colorful. They understand that their female audience will be even more interested in commercials that promise a flawless look because it will make them feel good about themselves. These female audiences will start to have more confidence and faith in their beauty. Since there is a remarkable amount of pressure that the younger female generation experience, CoverGirl uses that knowledge to better relate to the audience.
CoverGirl commercials not only advertise for the younger female generation but they also advertise for the older female generation. This can be seen in one of their commercials in which they feature Ellen DeGeneres. In this commercial they are promoting their new product called Simply Ageless which is advertised to help the elder generation regenerate their skin. The commercial promises that the regenerating serum that is used in the foundation will help the make-up from globing up or making lines and wrinkles. This is good because no one wants their make-up to glob up or make lines. The commercial also goes into discussing the price of the product and how it is not expensive and that it is accessible to anyone. This can target more consumers because of the economy today and how reluctant people are with spending money. People are very much overwhelmed with the economy and how it is. The commercial understands that and uses it to its advantage. Also the commercial goes further into denouncing department store make-up brands by saying that it is not as good. It further makes the accusation that people tend to get mad after using department store brands since they are not satisfied with it as they would be with CoverGirl products. CoverGirl commercial tries their best to relate to the elderly audience by comparing departmental products with their products and with the emphasis on price.
Commercials like these serve nothing more than a way to bring a sense of hope into the lives of women that are depressed about how they look. With the ever-changing world of fashion and fads women want to look fresh and to have the perfect look, CoverGirl knows this and uses it in their advertisement in order to assist women with their strong desires. With such ads being aired all over television and magazines, it manipulates the minds of vulnerable females that are searching for a chance at being beautiful. Such advertisements work to trigger the desiring emotion of these females. Advertising companies like CoverGirl, reaches out to a wide range of girls with only one intention of selling their product. Their manipulative tactics is a win-win situation, as both the producer and consumer benefits. The producer makes the profit, and the consumer is self satisfied. Although this may seem cruel and skeptical, but the truth is this is generally how advertising companies work in selling their products. As long as the customer is satisfied, they will keep buying the products, and it becomes an endless cycle.
