Covergirl?

The video that I chose to blog on today is a commercial from Covergirl featuring celebrity superstar Kerri Russell.



This commercial initially starts off with Kerri making a statement "Ever been double crossed?" This immediately catches the female viewer into thinking of a time where they have been two timed or double crossed, immediately causing memories of insecurity. After her long pause, she adds in "by a lip gloss?" This causes ease to the viewer and entices them into finding out more of what she is talking about. When girls feel insecurity, society always tries to find things that will reassure them into buying products that will make them feel more secure and overall more beautiful, so the way in which they started this commercial goes to show how much the media ingrains in our head that we NEED these products to feel good about ourselves.

The video breaks into a scene where Kerri is fighting off a ninja. She does end up kicking the guys' ass along with 5 other ones, but as she is doing so, they dressed her in a leather outfit and high heels. This immediately brought up the theme backlash. This woman is trying to fight men off in a leather suit and heels, which really doesn't seem logical at all, yet this commercial was designed to make women feel sexy and it can also be designed for men, to think of ways in which their wives can be sexy by wearing that lip gloss.

"Color, flip and shine" the three easy steps that Covergirl promotes for their product. What better form of make up do women like than one that can give you instant gratification. This was of promoting a quick, easy and "effective" way of putting on make up to make women feel beautiful and reassurance that you wont get "double crossed."

She ends the video by stripping off her clothes and ending in a tight and short red dress, and she walks away while doing a very much sexual "hair flip,"almost giving the impression of her saying "my job here is done."

The media will always want women to buy into their products by finding things that women feel insecure about. When one touches base with a moment in one's life where they have felt insecure, it is more probable that women will fall for their advertisements and buy their products to feel beautiful about themselves.

By: ANTONIO