Most advertisements use a triangle of rhetorical strategies including pathos, ethos and logos to have a deep impact and influence on the minds of targeted buyers. The cosmetics industry relies on the effectiveness of rhetorical strategies to increase sales and improve market access. The applied level of efficiency functions as a competitive advantage in business strategy. Two cosmetic brands, Makeup Forever and Mac, used rhetorical strategies in their print and electronic advertisements to influence their respective market niches with remarkable success. A thorough analysis of the different strategies used shows that both companies have unique ways of using ethos, pathos, and logos in a way that matches the preferences of their target market. Beauty products appeal to people's sensibilities, prompting marketers to use methods that enhance levels of psychological appeal. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original Essay The Mac Cosmetics advertisement features a prominent image of Miley Cyrus positioned in the center of the webpage. Mac-branded cosmetic items are displayed with less visible detail at the bottom of the celebrity image. Thus, the impression produced by the advertisement shows that the use of ethos governs an important part of Mac's strategy. The choice of Miley Cyrus' image is intended to give the impression that her glamor and beauty are somewhat related to the use of Mac beauty products. Miley Cyrus is a renowned celebrity with a large fan base that spans multiple demographics. She deeply seduces adolescents, young women and mature women. Many of her fans would like to share or obtain the same physical attributes of beauty that have made her remarkably glamorous. For this reason, the use of Miley Cyrus' image has the effect of promoting the preference of different cosmetic products under the Mac brand. The image of Miley Cyrus crystallizes into a definitive image of beauty that naturalizes itself in the minds of viewers and becomes inseparable from the quality of Mac products. Eye pencils, eyeshadows, lipsticks, false eyelashes and any other products marketed by Mac Cosmetics gain increased importance due to their association with Miley Cyrus. In this sense, Cyrus becomes a silent but powerful authority that affects targeted buyers with varying levels of intensity. Although the celebrity image emerges as the most predominant element of the advertisement, it has the overall effect of reinforcing the impression of Mac Cosmetic products in the eyes and minds of the targeted consumers. The use of pathos in Mac Cosmetics promotes the emotion of happiness and feelings of confidence, which are conveyed by the face of Miley Cyrus. To this extent, strategists have achieved a powerful impact on targeted buyers. In this regard, Miley's facial expression becomes an iconic illustration of glamor and beauty. Her beauty is indicative of the calm composure typical of a famous model. The effective use of pathos in this advertisement affects the targeted buyers on an emotional level. Naturally, the influence of pathos works in subliminal and subtle ways that convince target groups to adopt the product without consciously recognizing the existence of such forces. Evidence of the use of logos on the Mac Cosmetics advertisement is demonstrated through the use of texts. information to describe the quality of different cosmetic products. A few.