There are so many advertisements these days. They can be found on television, radio, magazine, billboard, computers, telephones and social media. They are found almost anywhere there are humans and there is no way to avoid them. The ads we see are intended to target a specific type of audience who will purchase their products to help increase business productivity and revenue. Most of the well-known companies rely on advertising because they use effective techniques to persuade the public to buy the product. Most techniques involve linking the advertised product to something or someone the audience may find desirable. They also use already existing claims to convince people to buy their products. For an advertisement to easily convince its audience, it must strongly attract them using rhetoric. Good, compelling advertising has philosophy, pathos and logos to appeal to their consumers' other senses, aside from the eyes. The Olay company is known for being a beauty care line that ensures that the skin is hydrated and blemish-free. Their advertisements are intended to appeal to the female demographic but may also appeal to other genders. Indeed, most people, men and women, aspire to have beautiful skin. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essayPeople Magazine is an American magazine that focuses on celebrity stories and topics that people care about. In the magazine created in September 2017, there is an advertisement from Olay. The Olay advertisement is a hydrating body wash that mainly appeals to women of all ages who are looking to have hydrated skin at all times. This advert features a white model with flawless skin. The dark background used makes it stand out as white normally stands out more when placed on black. Figure 1 illustrates the use of white color on a black background as the dominant color to further emphasize the message. In addition to using the color white, they use large, capitalized fonts to articulate the text to consumers. The word “OLAY” is written in large white letters. Below the word “OLAY” are the words “Elevate Moisture.” Improve the skin”. Just below these words are the words “EXPERIENCE OLAY” which are written in a larger font than the words directly above them. At the bottom of the page there is "Olay Ultra Moisture Body Wash", the name of the body wash, below that is the phrase "Lock-In Moisture Technology works with your skin to make it stronger, so that the skin retains more moisture. Visible results without the feeling of coating. In the lower left corner is the bottle of shower gel and a bath sponge next to it. The sponsor of the advertisement is the Olay company and its main aim is to persuade young, older women and most men who are looking to have hydrated skin. There are many body washes that guarantee to hydrate the skin or make it look better, but the Olay company guarantees extra hydration when used. Advertisements can attract people to buy a product because of the appeals they use. Most advertisements appeal to pathos, which is the emotional appeal of their audience, to logos, the appeal to logic, and to kairos, the appeal to a situation in a timely or appropriate manner. In addition to these attractions, advertisements also use fallacies to convince their audience. According toLiteratedevices.com, fallacies can be defined as “erroneous reasoning that renders an argument invalid.” Mistakes make the product being sold more enjoyable or make the audience feel like they are supposed to do whatever they are asked to do or buy the product by making them believe they are patriotic or using tactics alarmists, nostalgia, snobbery, false authority and many more. Stuart Hirschberg states: "In the rhetoric of advertising", "it can encourage the audience to discover meanings and correlate the feelings and attributes that the advertiser wants the product to represent." desires to attach themselves to specific products. Hirshberg makes us understand that the advertisements we see make us believe more than they really are. The Olay Moisturizing Body Wash advertisement is effective because it relies on the use of a flawless-looking model against a dark background, specific word choice and color to appeal to ethos, pathos, to logos, errors and color. Ethos is the appeal to the credibility of the announcement. The advertisement is in People magazine which is considered the most read magazine by Americans. It mainly covers celebrity news and other human interest topics. This magazine mainly appeals to 71% women with a median age of 49 years and 29% men. Olay shower gel is perfect where it has been placed because, according to the National Institute on Aging, "many older adults suffer from dry spots on the skin, often on the lower legs, elbows, and forearms." . When older people look through the magazine and see the advertisement, they think that this might be a possible solution to their problem and buy it. There are many other advertisements in this magazine that may be of interest to people who might read it, such as anti-wrinkle cream, makeup to completely cover wrinkles, a few of them are hair products, clothing brands and many others. The content of the magazine and the advertisements featured in it suggest that the magazine's audience cares about their appearance and world trends. These people would like to look good and would not like to have rough and flaky skin. The Olay company is an American skin care line whose main goal is to provide the necessary moisture and oil to the skin while keeping it looking beautiful. Olay, through advertising and magazine placement, is able to appeal to its target demographic. The model in the image, the colors used in the advertisement, the size and color of the font can appeal to the audience or the emotion of the consumer. The Olay ad aims to stand out from other ads and content in the magazine. This is accomplished by placing the image of a white model on a dark background. This creates a contrast between black and white. Aside from the model being on a dark background, she is also smiling and looks happy with the skin she achieved. A person looking at this would think that he too would be happy or satisfied when he gets hydrated and beautiful skin. Figure 2 is also an advertisement for the Olay company, but this advertisement does not appeal to the audience's emotions as much as the first advertisement. The smiling model we see in Figure 1, i.e. the first ad, is not found in the second ad, Figure 2. This makes it difficult for the viewer or consumer to identify with the advertisement. The image brings out the reader's femininity because looking at someone with perfectly beautiful skin and thinking that could probably be you once you use the product..