Covergirl Makeup

Products
Logical Fallacy Presentation
The Use - and Misuse - of Persuasion
Argumentum ad Populum
Citation: "FIRST LOOK: Ellen Degeneres
CoverGirl Ad | Celebrity Gossip | Marie
Claire." Polyvore. N.p., n.d. Web. 14 Mar.
2015.

By: Tia Bentivegna & Jennifer Evans

Citation: "Taylor Swift for Covergirl." Midday

Margarita. N.p., 14 Nov. 2011. Web. 14 Mar.
2015.

Fallacy ~ Argumentum ad Populum

Definition:
In argumentum theory, an argumentum ad populum is
a fallacious argument that concludes that a
proposition is true because many or most people
believe it.
Argumentum ad populum even means appeal to the
people in Latin.
Example:
If many believe so, it is so.

Image of Fallacy ~ Argumentum ad Populum

Argumentum ad Populum Pictures & Examples:

Citation: "Kawika Mallonee." Sheep for Comics. N.p., n.d. Web. 14 Mar. 2015.

This cartoon portrays multiple sheep discussing what

type of animal their new acquaintance is, and since
everyone agrees it is a sheep, one sheep presumes
that it must be a sheep.

Citation: Winace. Argument from Pope-Hilarity. Digital image. N.

p., 4 July 2004. Web. 16 Mar. 2015.

This image depicts the idea, or message, of the

pope asserting that God is real because a billion
Catholics cant be wrong!

Example #1 of Fallacy in Contemporary Culture ~

Argumentum ad Populum
This example for our logical fallacy, argumentum ad populum, is an advertisement created by Covergirl for a certain type of foundation.
The fallacy embedded within this advertisement is the fact that the celebrity, Ellen Degeneres, is criticizing whether or not women use the
Covergirl & Olay foundation. If they do not, their foundation is clearly making them age; however, if they use the Covergirl & Olay
foundation, they are obviously going to look ageless, like Ellen.

Argumentum ad Populum: If Ellen and other women are using this product, then everyone should and we will look just like
her!

Citation: "Covergirl & Olay 2n1 Tone Rehab

Foundation and Pressed Powder." Examiner.
com. N.p., 20 Sept. 2012. Web. 14 Mar. 2015.

Citation: "Ellen DeGeneres,

Actress, Celebrity
Endorsements." Ellen
DeGeneres, Actress, Comedian,
TV Personality. N.p., n.d. Web.
14 Mar. 2015.

Citation: "Ellen DeGeneres, Actress,

Celebrity Endorsements." Ellen
DeGeneres, Actress, Comedian, TV
Personality. N.p., n.d. Web. 14 Mar.
2015.

Citation: Ellen Degeneres Covergirl Ad for Simply Ageless Makeup.

Perf. Ellen Degeneres. YouTube. YouTube, 31 May 2011. Web. 14
Mar. 2015.

Example #2 of Fallacy in Contemporary Culture ~

Argumentum ad Populum
Another example for our logical fallacy, used by Covergirl, is an advertisement for a supposed lightweight foundation and a lipstick that
makes your lips more beautiful in seven days! The fallacy of argumentum ad populum is incredulously utilized throughout the entire
advertisement as the celebrity, Taylor Swift, claims that both the foundation and lipstick will bring you into the next generation of
beautiful, and explains that we, the consumers, should all join in the beauty movement.
Argumentum ad Populum: If Taylor Swift is using Covergirls NatureLuxe Foundation and LipPerfection lipstick, everyone needs to use it and
join in the Covergirl Beauty Movement to establish ourselves in the next generation of beautiful!

Citation: "Taylor Swift CoverGirl LipPerfection and NatureLuxe Ads."

YouTube. YouTube, 1 Mar. 2011. Web. 14 Mar. 2015.

Citation: "Taylor Swift's Fresh

Face." SheKnows. N.p., 10 Dec.
2010. Web. 14 Mar. 2015.

Fallacy Example Analysis ~ Argumentum ad Populum

The logical fallacy of argumentum ad populum is employed each and every day in society as many people believe that if a group of
people are acting a certain way, they must must act that way, or if a celebrity is using a certain product or shopping at a particular store,
they need to buy that product or shop at that store. In our specific project, we studied the logical fallacy of argumentum ad populum in the
cosmetic industry. Makeup companies, such as Covergirl, constantly utilize a large variety of logical fallacies; however, the most prominent
logical fallacy that is used nearly every day is argumentum ad populum. For example, as soon as Ellen Degeneres became the spokesperson
for Covergirl near 2010 and 2011, Covergirls revenue skyrocketed. Ellen Degeneres, being a middle-aged woman, has acquired an
abundance of fans around her age that want to be able to have the same, ageless-looking skin that she has; furthermore, Ellen Degeneress
posing for Covergirls foundation will lead to an increase in Covergirls revenue since Ellens admirers will want to achieve her flawlessly
ageless skin as well. On the other hand, Taylor Swift upholds an impressive amount of followers and fans as well, yet the majority of them
are young girls and teenagers. The teenage years is typically when most girls begin using makeup, and Covergirl obviously wants to snatch
that opportunity for new customers. Therefore, by Taylor Swifts modeling for Covergirls NatureLuxe Foundation and LipPerfection lipstick,
many young girls will cling to those products as they too want to be apart of the next generation of beautiful alongside their role model,
Taylor Swift. The logical fallacy of contradictory premises is also woven throughout these ads as we are taught to believe that everyone is
beautiful in their own, individual way; these advertisements, specifically Taylor Swifts, asserts the need to obtain these products in order
to be beautiful. Not only do these advertisements contradict their constant claims of natural beauty, but they contradict the messages
that many parents try to get their children to believe, that young girls look up to their role models to believe, and that we all, as humans,
want to believe. Consequently, this fallacy is so successful for cosmetic companies because these ads play to the majority of womens
desires to fit in, and to be part of a community. This desire, sometimes referred to as a reptilian hot spot, is ultimately what persuades
women to purchase this specific brand of makeup. Covergirl has exploited argumentum ad populum to convince women that they can only
obtain the effortless beauty of celebrities by purchasing the specific makeup they promote; moreover, Covergirls use of argumentum ad
populum has led to many other cosmetic companies copying their tactic of utilizing celebrities to promote their brands makeup, which
emphasizes the effectiveness of this omnipotent fallacy.

Bibliography
"Covergirl & Olay 2n1 Tone Rehab Foundation and Pressed Powder." Examiner.com. N.p., 20 Sept. 2012. Web. 14 Mar. 2015.
"Ellen DeGeneres, Actress, Celebrity Endorsements." Ellen DeGeneres, Actress, Comedian, TV Personality. N.p., n.d. Web. 14 Mar. 2015.
Ellen Degeneres Covergirl Ad for Simply Ageless Makeup. Perf. Ellen Degeneres. YouTube. YouTube, 31 May 2011. Web. 14 Mar. 2015.
"FIRST LOOK: Ellen Degeneres CoverGirl Ad | Celebrity Gossip | Marie Claire." Polyvore. N.p., n.d. Web. 14 Mar. 2015.
"Kawika Mallonee." Sheep for Comics. N.p., n.d. Web. 14 Mar. 2015.
"The ReThink Blog." Top 10 Logical Fallacies in Politics. N.p., n.d. Web. 14 Mar. 2015.
"Taylor Swift CoverGirl LipPerfection and NatureLuxe Ads." YouTube. YouTube, 1 Mar. 2011. Web. 14 Mar. 2015.
"Taylor Swift for Covergirl." Midday Margarita. N.p., 14 Nov. 2011. Web. 14 Mar. 2015.
"Taylor Swift's Fresh Face." SheKnows. N.p., 10 Dec. 2010. Web. 14 Mar. 2015.