Vanity as defined by Webster’s Dictionary is: an excessive pride in one's appearance, qualities, abilities, achievements, etc.; character or quality of being vain; conceit. Advertisers and product marketers can use a combination of appeal to emotion to suggest that their product quells each emotional argument. A specific example of an appeal to emotion is an appeal to vanity, otherwise known as ‘Apple Polishing’. As Epstein explains, this is “a feel-good argument that appeals to our wanting to feel good about ourselves” (194). An advertisement that I saw recently in a magazine was for Lancome Paris - a facial serum. The product’s advertisement used several appeal to vanity tactics: 1) a side-by-side facial comparison (young and its time-elapsed older counterpart) and 2) statements that are presented as an argument for it use. This is a patented age-reversal cosmeceutical solution that addresses the REAL AGE of the skin with targeted solutions. ’, ‘….it decelerates the aging process. Because you skin should never tell your age’.
Let’s face it, these products would not sell if it wasn’t for some concern based in fear or vanity. The ad uses words (that I have highlighted) that are meant to evoke a sense of prideful concern in a woman’s physical facial appearance. However the argument is bad, because the conclusion is based on a command statement that is subjective. It is based on an assumption that visible aging is shameful and unwanted. In addition, the ad does not provide valid support for ‘age reversal’. Maybe if the product contained an SPF factor, we could justify the use as an skin protection agent, but as it is presented, it’s a high priced moisturizer. A polished waxed apple might look better than a dull organic one, but eating the wax they sell us is unhealthy.
I totally agree with you that this product doesn’t truly state the facts of why people should use this product. It just touches points that women today fear the most and that is looking old. Currently society has created this image that women should look young, pretty and nice and fit when they are in their late 30’s and over. There is something that women can’t really stop and that is ageing. With ageing come wrinkles and women should just accept the inevitable. Yes, these creams may help reduce the appearance of wrinkles for a while but this wont last forever. Spending so much money on looking young is not worth it because in the end the mask will fade and once true self will have to show some day.
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