Reading Goal- My reading goal is to pick an appropriate visual and find important rhetorical devices that explain the purpose of the visual. I also hope to analyze the rhetorical devices well and tie it back to the thesis.
People Are Not Robots
More than 40,000 people die from car crashes every year. The main cause is drunk driving. Many people disregard the fact that drunk driving is extremely dangerous. So how can they receive the message? BMW, a luxurious car brand known by many, creates an advertisement about drinking and driving. Car crashes have been more frequent than they used to be so BMW wanted to get its message out to the world.The advertisement encourages people not to drink and drive and to show how serious it is, and the advertisement makes use of many rhetorical devices, such as pathos, ethos and implications to show it.
For starters, the first thing that may jump out at the audience is the picture of two legs, one real and one not real. This appeals to pathos because it allows the audience to have pity for people with disabilities. The advertisement used this picture to show that human parts are not as easily replaceable as car parts. This picture shows that even though this person replaced his leg with another, it is not the same. Therefore drunk driving is dangerous because it causes loss of one’s limbs. BMW convinces people to not drink/drive by driving fear into the people of the loss of irreplaceable body parts.
There have been so many advertisements about drinking and driving. But why is this one the most effective than the others? BMW created it. BMW is a famous car brand that has a lot of credibility. Since this expensive car brand mentions a serious topic, people will pay attention. Thus, this advertisement appeals to ethos. If the advertisement were not sponsored by BMW, would it be as effective and credible? Since the car brand is admired, it is very influential. Hence, BMW exhibits that drinking and driving is a serious matter by showing that they are serious about it as well.
The advertisement does not go on explaining an entire paragraph about why not to drink and drive. Instead, it simply writes, “Spare parts for humans are not as original as those for cars. Don’t drink and Drive.” This implies that replacing a car part would be unnoticeable, however, replacing a human part will not be exactly as what it used to be. This also implies that people need to take care of their bodies, since they are not replaceable means. BMW emphasizes the value of human limbs by contrasting a replacement of a human body part and a car part.
Drinking and driving is not something to take lightly and BMW thinks that too. Since it is a well-known car brand, the brand is effective in creating this advertisement because people will pay attention to what they say. It appeals to pathos, ethos, and has strong implications to portray the message that human body parts are irreplaceable. Like BMW states, do not drink and drive at the cost of your limbs.
Many people disregard the fact that drunk driving is extremely dangerous. It’s good that BMW also stepped up and created an advertisement about drinking and driving. If you are also facing DUI charges, make sure that the lawyer has never been disciplined by the ethics board governing their state's attorneys. Always try to find the best Los Angeles DUI lawyer for your case.
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