This
advertisement depicts a knee-down picture of a man with one real leg, and one
prosthetic leg. Immediately, it is evident that the bottom of the prosthetic
leg is made to look like a normal foot. But, as one’s eye moves up the leg, it
begins to resemble more of a machine, and less of a human. The text to the
right of this image says, “Spare parts for humans are not as original as those
for cars.” And below that it says, “Don’t drink and drive.” The last thing my eye
saw was the tiny text stating that this advertisement was “issued in public
interest by,” followed by the BMW symbol. In the background of the entire ad is
a blurred out white and gray background. This creates a sterile and cold
environment, which automatically makes the viewer feel uncomfortable. It can be
inferred that this person is standing in a hospital, or somewhere unfavorable. Right
away, this sets the mood for the advertisement.
This
ad uses the tactic of cause and effect to show the viewer a grim possibility as
a result of drunk driving. After all, the public service purpose of this ad is
to convince people to not drink and drive. The underlying and not so obvious
message of this advertisement is hidden in the words. The text to the right of
the image has two meanings. The first interpretation points out the
machine-like, unoriginal, and overall unfavorable appearance of the prosthetic
leg. The second, subtler, interpretation implies that BMW makes original, and
pleasing to the eye (opposite of the prosthetic leg) car parts.
I commend BMW and
this advertisement for tackling a major problem in our society—drunk driving.
That being said, the higher purpose of this ad cannot be forgotten: BMW wants
to sell cars. Through their message, they are implicitly implying that they
make the best and most original car parts, and that people should buy BMW cars.
BMW also uses this drunk driving advertisement to boost their ethos and show
the character of their company. BMW is hoping for a more solid client base that
buys from them because of their “original” cars, along with because they
appreciate the good BMW is doing for the public. In the end, it’s all about
making money.
finally I can post comments! anyways, since I had already seen the ad... I think you chose an incredible one! I like that you were able to pick not only one, but several different ideas from this ad. It's interesting how you analyzed it by seeing that there's not just a "don't drink & drive," message but also that BMW is original, and not just some prosthetic leg. I like how you saw that BMW was able to sell their product through something as significant, especially to today's time as drunk driving. I really liked the way you structured your analysis as well--starting from the emotional appeal of the ad and message of drunk driving to the actual reason behind the ad; money. Great analysis & great ad Nicole!
ReplyDeleteNicole, a solid analysis here. While I think you're on point with almost everything, a few additional thoughts to consider: one of the most striking parts of this ad is the use of color. Think about how the color invites our eye to move across the page and tells us where (and how) to focus.
ReplyDeleteConsider also, as part of your discussion about ethos and the character of the company, the more obvious: in addition to having original design (great to notice this implicit claim), BMW is also showing that it cares about its customers--they're implying that it's not only about "good business" with them--which, of course, is good business.