Most advertisements use a triangle of rhetorical strategies including pathos, ethos and logos to exert a profound impact and influence on the minds of target buyers. The cosmetics industry relies on the effectiveness of rhetorical strategies to increase sales and improve its market access. The applied level of effectiveness serves as a competitive advantage in business strategy. Two cosmetics brands, Makeup Forever and Mac, have used rhetorical strategies in their print and electronic advertisements to influence their respective market niches with notable success. A close look at the different strategies used shows that both companies have unique ways of using ethos, pathos, and logos to fit the preferences of their target market. Beauty products appeal to people's sensibilities, which makes it appropriate for marketers to use methods that increase levels of psychological attractiveness. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay The Mac Cosmetics advertisement features a prominent image of Miley Cyrus positioned in the center of the web page. Mac-branded cosmetic items appear in less prominent detail at the bottom of the celebrity image. Therefore, the impression obtained from the advertisement shows that the use of ethics governs a significant part of Mac's strategy. The choice of Miley Cyrus' image is intended to foster the impression that her glamor and beauty are somehow related to the use of Mac beauty products. Miley Cyrus is a renowned celebrity with a large fan base that cuts across multiple demographic categories. It is profoundly aimed at adolescents, young women and mature women. Many of her fans would like to share or achieve the same physical beauty attributes that have made her extraordinarily glamorous. For this reason, the use of the image of Miley Cyrus has the effect of promoting the preference of various cosmetic products under the Mac brand. The image of Miley Cyrus crystallizes into a defined image of beauty that naturalizes in the mind of viewers and becomes inseparable from the quality of Mac products. Eye pencils, eye shadows, lipsticks, false eyelashes and any other product marketed by Mac Cosmetics acquire elevated significance 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 stands out as the predominant feature of the advertisement, it has the overall effect of enhancing the impression of Mac Cosmetic products in the eyes and minds of the target consumers. The use of pathos in Mac Cosmetics promotes the emotion of happiness and feelings of confidence, which are conveyed by Miley Cyrus' face. In this way the strategists achieved a strong impact on the targeted buyers. In this regard, Miley's facial expression becomes a typical example of glamor and beauty. Her beauty reveals the calm composure typical of a famous model. The effective use of pathos in this advertisement affects the target buyers on an emotional level. Of course, the influence of pathos works subliminally and subtly, convincing target groups to embrace the product without consciously acknowledging the existence of such forces. Evidence of the use of logos in Mac Cosmetics advertising is shown in the use of information text to describe the quality of various cosmetic products. Some examples illustrating the use of.