Mac Cosmetics

Topics: Rhetoric, Logos, HIV Pages: 2 (483 words) Published: October 17, 2012
C Cosmetics |
Rhetorical Analysis Essay: M.A.C. Cosmetics VIVA GLAM Line| Karme Cannon|
DeVry University|


Rhetorical Analysis on the M.A.C VIVA GLAM ad
The cosmetic industry is a very innovative and competitive industry where product innovation and brand image is the key to success. M.A.C does a great job differentiating itself from the competition by refusing to subject to the stereotypical corporate image of beauty for its brand. This specific advertisement contains all three rhetorical appeals; logos, pathos, and ethos. The VIVA GLAM line of M.A.C has used many different celebrities to market their lipstick product. In this advertisement I am writing about, M.A.C uses controversial rapper Lil’ Kim, and the Queen of Hip Hop and Soul Mary J. Blige. By using those two celebrities it shows the ethos appeal based on the character and reputation of theses celebrities in the advertisement. It also shows M.A.C’s vision and values all revolve around the notion of individuality, equality and originality. M.A.C also focuses on what VIVA GLAM is and what its purpose is, which shows the rhetorical appeal of logos and pathos. The VIVA GLAM line is the first lipstick created to directly confront and raise money and awareness for AIDS. 100 percent of the proceeds of every VIVA GLAM product go directly to the M.A.C Aids Fund organized in 1994 by founders Frank Angelo and Frank Toskan. Their mission is to serve people of all ages, all races and all sexes affected by HIV and AIDS. The appeal of pathos is where M.A.C focuses on how all the proceeds of the VIVA GLAM product go to help people affected by HIV and AIDS, this helps a reader understand what the writer is saying, and gets the reader emotionally involved and moves the audience to decision or action.

M.A.C achieves the appeal of logos through having the ad very simple all one color (white) and the VIVA GLAM text very bold and large along with the M.A.C logo in the...
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