This is a very powerful advertisement in my opinion. Most often when I see commercials against drinking and driving they are either from an alcohol manufacturing company or some type of law enforcement. The fact that this was from BMW was interesting in itself. Whether BMW is concerned about drunk driving or not, I think the ad was definitely used for more than one reason. The first reason it was used is to discourage drunk driving. The logos method of persuasion is used here by saying spare parts for cars are much different and less important than spare parts for human beings. This is a pretty powerful message being sent to the viewer of this advertisement.
The other reason the ad was created was to advertise for BMW and get people to buy their product. As a car company, people will be more inclined to buy your product if they trust you and find you to be safe and also caring. This ad makes it seem like BMW is concerned with more than just selling cars. They are concerned with protecting the people driving the cars as well. This could be a good tactic for them to use because people seeing the ad will have a better view of BMW as a company for promoting safe driving and possibly be more likely to buy one of their cars. I think this could even be considered a little bit of ethos persuasion because BMW is such a well-known car company. People might be more willing to take the message seriously because it came from a company that has been around for so long and has been selling cars for many years.
By showing a person with a prosthetic leg that was lost because of drinking and driving they are definitely using the pathos form of persuasion by appealing to emotions. People would see this advertisement and immediately feel some form of being upset from the image. It is even possible that many people have an emotional attachment to the ad from either knowing someone who was affected by drunk driving or even being personally effected by drunk driving. This could be a great way to relay the message to be a safe driver, but also to build up a positive view of the BMW company so people will trust the company and be more likely to buy from BMW.
