Spare Parts: A Drinking and Driving Ad by BMW
The exigence for this example is clear: drinking and driving takes many lives every year. In this visual argument, BMW makes a powerful appeal to pathos, showing someone who became an amputee due to a car accident. Part of the power of this ad is the fact that this person was hurt by someone who was drinking and driving. The accident was not their fault: it was the fault of the person who had too many drinks and got behind the wheel. The victim is not at fault, which makes us sympathize with them even more, and stirs a reaction in us against the drunk driver.
Visually, the viewer’s eye is drawn to the amputee, strengthening the appeal to pathos. The text in this visual argument also strengthens the appeal by including the vast audience of everyone who drives cars. People cannot be “fixed” in the same way that a car can. We can get new parts, but they will never function the way they once did. There will also be psychological effects of a car accident that last with the victim for a long time. Anyone who sees this argument will think about the impact of their choices.
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I agree that this image is very powerful emotionally. It clearly shows the horrible consequences of drunk driving. However, I do wonder why this ad is from BMW because it doesn’t seem to have anything to do with their cars specifically. I feel like they must have some ulterior motive for creating this image, though I do not know what it could be.