Visual texts have the power to illustrate the physical
evidence that written texts lack. In this BMW Advertisement, they depict the
abuse of Drinking and Driving, and why it should be prevented. With the use of
juxtaposition, the advertising team at BMW was able to create a coherent visual
text that has a convincing central argument relating to the harmful effects of
drunk driving. While this image was released within the last 10 years, the
context could be anytime as there has been a rise in awareness for the
prevention of drunk driving. Additionally, it looks good on the behalf of car
companies if they promote current public interests such as a movement to keep
the roads safer.
When first looking at the image, the viewer sees the
contrast, or juxtaposition, between an actual leg and a prosthetic leg. The
comparison between what we are used to normally seeing and a foot such as our own
contradicts the robotic looking leg that you see someone that is disabled have.
After seeing the contrasting images, you then read the text that creates irony
saying that humans cannot be replaced such as car parts. This alludes to the
notion that while in accidents, primarily caused by drunk drivers, the cars can
always be replaced but not the damage to humans.
This creates emotional appeal to pathos, as the reader of this
advertisement will now realize that the image is of someone who unfortunately
was one hit by a drunk driver. The effect of the emotional appeal creates the
moral obligation that is only makes sense that an innocent one should never be
harmed permanently. Then of course, to reinforce the company’s message the logo
of BMW is at the bottom of the page so the last thing the reader takes in is
the idea that BMW supports good causes relating to driving, such as preventing
the amount of drunk drivers and creating awareness.
Therefore, I believe this advertisement was effective in the
way it was simple, yet in its explicit juxtaposition that illustrates two
completely different ideas, the audience will clearly realize the purpose of
creating awareness of drunk drivers. Nobody wants to be put in the situation
where they themselves would be in danger of such individuals, thus they will
join the public awareness movement of BMW and people will also buy BMW cars as
they support their communities and are a company of the people.
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