Rhetorical Analysis- of Advertisements

The intended audience of this L'Oréal Paris infallible lipstick advertisement are for prosperous women particularly, younger women whom are interested in the pleasure of makeup or perfection of their lips through lipstick. In the modern day, most women are aware of societies beauty standards causing them to be vigilant as they take more caution of their appearance. As a top beauty Brand sold in retail outlets, L'Oréal Paris creates the most innovative products accessible for wealthy women that are able to take ownership and pride in their luxurious purchase. 

There is no doubt that the advertisement appeals ethos rhetoric of persuasion as it convinces women that the L'Oréal lipstick can be trusted by appealing the authority and credibility of the worldwide American singer, songwriter and actress, Beyonce. Obviously the authority of a famous celebrity like Beyonce instantly influences the purchases of customers that tempts her own Beehive fans to buy the product. Not only does this establish a stronger position of the brand L'Oréal but it also, initiates a larger customer base for L'Oréal. 

Not to forget that the advertisement appeals pathos rhetoric of persuasion as it convinces the audience to buy the lipstick by using descriptive imagery which evokes emotions. This is evident when the use of vibrant colors sets a lively theme that creates movement in order to attract the viewers where Beyonce says: "Live your life in non stop color". Clearly, the idea of living a lavishing lifestyle promptly meets the purpose of directing affluent women as the ad emphasises the pleasure and joy of owning such extravagant lipstick. This is also evident when the use of vivid contrasting colors come into play where the ad pauses at the striking moment of Beyonce's appealing smile that evokes happiness of which convinces the audience to buy the lipstick.

Additionally, the advertisement appeals logos rhetoric of persuasion as logic and factual information is used to persuade women by reason in order to purchase the lipstick. In the beginning of the ad, it introduces the lipstick as a lipstick that "lasts up to 24 hours in 24 shades" and continues to persuade the audience by saying: "Long lasting colors and moisturising balm that is perfect in two cool step compact". Undoubtedly the clear and blunt use of words establishes a very reliable tone that convinces the audience to buy the lipstick. This is also evident when Beyonce uses logic and says that she is able to wear the lipstick while eating a strawberry and singing without smudging the color. Clearly the ad uses logic to appeal to the audience as smudging lipstick is relatable to everyone however can be solved with this lipstick. 

Overall, the advertisement uses the rhetorics of persuasion such as ethos, pathos and logos to intensify the message that owning such extravagant lipstick meets the expectations of women that want to live a lavishing due to credibility of Beyonce whom elevates the overall message of the ad.