Once the message and background images were loaded, it was instantaneously assembled. The image depicted a pair if legs. One was a normal human leg. The second was a bolted-on mechanical structure in a dull and lifeless color. I began to move down the image until I saw a foot of human flesh alongside a foot made from plastic and attached to a leg that looked like a crane. I sank to my knees and considered the dire consequences of drunken driving. The advert’s tone is serious and dark. Driving drunk will eventually lead to serious injuries. The advertisement encourages people to stop drinking and driving and makes clear the seriousness of it by using many rhetorical appeals like an emotional appeal as well as logical appeal and ethics. This essay will examine BMW’s intended message, and the effectiveness of their use of ethos and pathos as logos to communicate the dangers of driving while impaired.
The advertisement uses the prosthetic leg as a metaphor for pathos to grab the attention of the reader and appeal to their emotions. First, the audience is immediately struck by the two legs. The one with the vibrant, healthy leg is visible while the other has a lifeless, dull prosthetic. The message that appears to the right of this image is “don’t drink & drive” and it triggers fear, concern, and dread among the viewers. Prosthetic limbs placed next to a human leg create a sentimental appeal. The advertisement uses an emotional appeal to make the audience consider the potential dangers and consequences of driving while impaired. There are many possible outcomes, including the possibility of death. That’s all. You have lost your life. You might even die, but then lose a limb. You will find it much more difficult to run, play sports or walk again. To me, the loss of a leg would be catastrophic. BMW uses rhetorical appeal to make the audience feel more connected and emotional than if they had not included the prosthetic leg. BMW convinces people not to drink/drive by inducing fear about losing irreplaceable body parts. The audience is now hooked after they can see the ad. The audience then reads the text to the right to discover the message. The message simply states that spare parts for humans are not the same as parts for cars. It is appealing to logic by saying that the human body, unlike cars, is irreplaceable. This advertisement implies that a car’s part will be ignored, but a human limb can never be replaced again. Therefore, people need to take care of themselves. You only need to make one decision and then you will lose a leg or worse-case scenario your whole life. The advertisement’s linguistic message appeals to the heart and soul. Driving under the influence of alcohol is dangerous and should not be taken seriously. Most people know this and are willing to stop. BMW placed this statement strategically on the advertisement in order to convince people that it is true. This promotes unity and teamwork, which is essential in tackling a common problem. BMW uses the analogy of a replacement for a part of the human body and a part of a vehicle to highlight the importance of humanlimbs. BMW has used this advertisement to show that they care about people and are trying to stop individuals from driving while impaired.
The BMW logo in the lower right corner of the advertisement is the final touch. This advertisement was created by BMW. I was expecting Mothers Against Drunk Driving to be the one to make it. BMW is a trusted manufacturer of elegant, luxurious automobiles. The brand is well-known and loved by many. It has been around for more than 100 years. They suffered the consequences of losing one limb, and created a mechanical prosthetic that looks like a part. BMW uses their brand’s credibility to stop drunk driving. This commercial also shows BMW taking drunk driving seriously. BMW’s ad campaign shows that they care about safety and not just the business profits. This gives them a positive reputation.
As children, we were all taught the importance of not drinking and driving. The advertisement emphasizes the risks of driving while drunk. BMW also uses bolded text to inform the audience that this is an important matter. People could be in danger of losing their limbs or needing prosthetic attachments if they continue drinking and driving. It is a strong appeal to emotion, ethos and logos. BMW says that drinking and driving should not be done at the expense your limbs. You can find rhetorical appeals everywhere.
