The Argument of Advertising

All advertising of course, is an argument that we should buy something. I took this picture several years ago in New York City, mainly because I like to take such pictures. However, as I was preparing my lesson plan to teach a section about advertising for my ENG W140 honors online course this evening I remembered I had the picture in my files and that it might be useful to study it a little further. Viva Glam is a cosmetics company, and as the ad copy says, the company donates all income from one of its lipstick colors to help support families who are suffering from AIDS. Isn't there something just a little ironic here? What exactly is the argument that this picture is making?