Propaganda Assignment: Commercial

Commercial

Testimonial

 

http://www.youtube.com/watch?v=L_U2lEgvMq0

        A.      Covergirl created this commercial. They are trying to help themselves promote their own products by creating commercials that make it seem like their products are amazing. The producers hope to gain consumers by promoting their products on television. This will help boost their sales and help their company.

B.      The target audience is most likely females aged 13+ because it is a cosmetic product. Girls and women start to wear makeup as they grow into their teenage years, and continue to do so and they enter the workforce, and even into retirement. The majority of people who use cosmetics, especially mascara, are females. This advertisement can be seen on television on channels that are geared towards women, and also general-audience channels. It can also be seen in print ads in fashion magazines and celebrity gossip magazines.

C.      This advertisement shows the testimonial technique because they use a celebrity, Drew Barrymore as the face of the product. She narrates the television commercial, and is the face on the print ads. This technique is effective because people will think “If a famous person can look like that with this product, so can I.” Using testimonial to attract the audience is a very easy to persuade the audience to buy a product. It also promotes how popular the product is, since a celebrity is actually using it too.

D.      To protect yourself against testimonial propaganda you can ask yourself the following questions:

1.       What does the Drew Barrymore have to gain by endorsing this brand of mascara? Of the entire make up line?

2.       Who likes, celebrates or is a fan of Drew Barrymore?

3.       Does she have any specialized knowledge about the mascara? CoverGirl?

E.       Drew Barrymore for Covergirl Spring/Summer 2010 Ad Campaign. Popbee http://popbee.com/beauty/drew-barrymore-for-covergirl-springsummer-2010-ad-campaign/attachment/drew-barrymore-covergirl-summer-spring-2010-ad-campaign-170510-3/. February 28, 2011.

Andblah. Re: “Drew Barrymore in Covergirl Lashblast Commercial.” Online posting. October 31, 2007. Youtube. February 28, 2011. <http://www.youtube.com/watch?v=L_U2lEgvMq0>.