With the message on the right and the background image finally loaded, it all came together instantly. The image was of a pair of legs. One was a healthy human leg, the other was a mechanical structure with bolts and a dull, lifeless color. I moved down the image and saw a human foot next to a mechanical plastic foot connected to a crane-like metal leg. I fell back into my chair and thought about how terrible the possible consequences of drunk driving are. The dark but serious tone sets the mood for the ad to casually suggest that BMW makes custom car parts for each vehicle, which could prevent certain types of accidents. Sooner or later, drunk driving will eventually lead to serious accidents. The advertisement encourages people not to drive or drink and shows how serious this is by using many rhetorical appeals, such as emotional appeal, logical appeal and ethical appeal. This essay will analyze BMW's intended message and how effectively they use ethos, pathos, and logos to convey the consequences of drunk driving and to prevent people from driving under the influence. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original EssayThis advertisement uses pathos in the form of a prosthetic leg to instantly capture the reader's attention by appealing to the audience's emotions. For starters, the first thing the audience sees is an image of two legs, as one is healthy and vibrant and the other is a dull, lifeless prosthetic. To the right of the image is a linguistic message that reads "don't drink and drive." The reader can infer from the ad that the photographed individual had some type of car accident that caused him to lose a leg, which triggers emotions of fear, worry, or terror in the viewer. A sentimental appeal is expressed by the use of a prosthetic limb alongside a human leg. This advertisement also uses emotional appeal by getting the audience to think about the dangers or potential consequences of drunk driving. Some of the potential possibilities are that you are at risk of dying! That's it, no more life on Earth for you. Or maybe you live, but lose a limb, such as a leg, like in the BMW commercial. You will now have a much harder time playing sports, running or even walking again. For me, losing a leg or any other limb would be devastating. Because BMW uses rhetorical appeal, it evokes more emotion or empathy from the audience, than it would have originally done had the prosthetic leg not been included. BMW convinces people not to drive or drink, instilling fear in people about the loss of irreplaceable body parts. Furthermore, the use of logos, which compare human limbs to car parts, is evident in the text. After the audience has been able to discern the ad, they are now hooked. Next, they read the text on the left to find out what the message is. The linguistic message simply writes: “Spare parts for humans are not as original as those for cars.” Although he compares human limbs to car parts, he uses a logical appeal by stating that, unlike cars, the human body is irreplaceable. The advertisement implies that replacing a car part would go unnoticed, but replacing a human limb would never be the same again, so people should take care of their bodies. All it takes is one decision, just one time to drink and drive and as a repercussion he loses a limb or, in the worst case scenario, a life. Even the linguistic message in the.