Santamaria 1

Erika Santamaria
English 2
Professor Connelly
10/09/2016
Advertisement Analysis
Everyone likes to go out and have some fun once in a while whether its for girl's/ guys
night out, bachelorette/ bachelor party, whether you were born in 1940s or 2000s. We all grew
up or will grow up wanting to experience life as soon as we hit the age 21, maybe even younger.
However, many of us do an irresponsible thing and decide to drive a vehicle while we are under
the influence of alcohol. I will be writing an analysis on an advertisement that its message is to
the public of all ages and how driving drunk is the wrong thing to do. The team that designed the
advertisement in a good persuasive way, uses cogent reasoning, pathos and logos, implicit and
explicit message. I will also explain in the analysis of how the advertisement succeeded in their
purpose by inputting examples of true stories that has happened to people. Stories where people
have come out of drunk driving accident with minor or major injuries or even punishments from
the court system for their actions
We all know, that having fun once in while with friends or family is something of natural
thing to do. However, not everyone follows the law about drinking and driving, which put us and
other people in vehicles or walkways in danger. The advertisement is showing their implicit and
explicit message. The one way they show their explicit message is stated in the bottom page of

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the ad. It states, Dont Drink and Drive. We hear this saying everywhere and every time, but
how many of people abide by these laws? Few, Sometimes, people get lucky and get through the
accidents with minor cuts and bruises and sometimes its worse. For example, in the following
article, no one lost their lives and nothing permanent happen, but this is just another example of
how driving drunk is not worth it. This lady is from New Jersey, she was drunk and crashed into
another vehicle with 3 other females in it. The article states, The 49-year-old woman and the
20-year-old woman were released from the hospital with minor injuries. Bartlett and the 22-yearold woman were transported to Cooper University Hospital in Camden. Bartlett had a dislocated
hip and abdominal trauma. The woman had two broken vertebrae and a lacerated liver These
ladies were fortunate about not losing their lives especially Bartlett who was the driver
intoxicated.
Many people believe that if they drink a limited amount of alcohol they will not get drunk
or buzzed. Those people believe they are perfectly fine and go behind a wheel as if they hadnt
consumed any beer. We read so many articles whether its on social media, newspaper or
television about an accident occurring and everyone in the accident is okay with no major
injuries just cuts and bruises. However, not everyone is so fortunate to walk out of drunk driving
accident with minor injuries. Some are not so lucky and suffer critical conditions, amputations or
even death. All for what? For a little while of fun that later will be regretted if something serious
happens. Like in the following article, Dallas Cadotte was in a drunk driving accident and he was
the drunk driver who stated he only had about four beers. He is constant reminder of
irresponsible actions. Moreover, Dallas lost his arm from the accident and he also got his best
friend killed during the crash when he lost control of his vehicle. His friend died instantly. This is
a perfect example of pathos. In the following article from Winnipeg Free Press written by Mike

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McIntyre states, Im very remorseful. Every day, I miss my best friend. My brother. This is a
constant reminder While motioning to his non-existent limb. Unfortunately, Dallas realized
about his actions a little too late. This story, as well as many other stories are a big push of
pathos. These stories cause us many emotions, whether sadness or anger, it always causes pathos.
Its for this reason, why BMW sponsored article of Dont Drink and Drive and this is the
reason why they have succeeded in their purpose of the advertisement and getting their message
out to the audience of all ages.
The advertisement is also showing an implicit message and pathos on their advertisement
as it states, Some parts for humans are not as original as those for cars. The hidden message in
that slogan is to dont drink and drive as it can change someones life forever including their
friends, family and loved ones. It is not worth it. It is using pathos as the advertisement is
showing a human person with a prosthetic leg which causes the audience to feel sadness for what
the victim has to go through or went through. Although there is no explicit message as to the
story behind the person with the prosthetic leg, the implicit message is very strong. The implicit
message is stating that due to a person driving under the influence of alcohol, they caused an
accident driving drunk and crashed into another vehicle, which caused the non-intoxicated driver
or passenger to lose its leg.
The advertisement is also using logos. They have created this advertisement to present
motivation and reason as to why not to drive drunk. Many people have received numerous of
DUIs and many were given pardon by receiving probation, license suspension and/or
community service. However, in the following article from The New York Times, by Daniel
Victor states that Donald Middleton received 8 DUIs before he was given life in prison. The

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driver was given pardon and license was returned to him and allowed to get behind-the-wheel
regardless of what the person has just committed. This is the reason they created an article that
was sponsored by BMW, to raise awareness to attempt to prevent DUIs and accidents to happen.
Victor stated in his articles, Such a harsh sentence is uncommon for drunken-driving
convictions, which often lead to temporary license suspensions and prison stays that allow repeat
offenders to return to the road. In Mr. Middleton's case, he still had a valid driver's license,
despite the eight convictions Its for this reason and many more why there has been many
advertisements stating the same quote of, Dont Drink and Drive.
Although, we all know that one day we will grow up wanting to enjoy life whether a
night out with our friends for dinner, dancing or most importantly drinks; there has been a very
common incident that has happened whether you are 21 years of age or under or even older.
There is someone who will drink and drive which can lead to an accident with minor, major
injuries or even death. The advertisement is using cogent reasoning clearly to get the message
out to the audience which is everyone of all ages. It also succeeded using pathos and logos to no
longer drink and drive or to not attempt it. They send an explicit message directly to their
audience of what their advertisement means, but the most important part of the advertisement is
that it contains logos and pathos. It is an ad to send motivation to the world if you will drink, it is
best to have a sober driver and to trigger a certain emotion of sadness of what those actions can
cause. Overall, the advertisement succeeded in their purpose of the advertisement.

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New York Times (Online)

Jun 9, 2016, n.p.
Copyright The New York Times Company. Jun 9, 2016. All rights reserved.
Reprinted with permission.
He Had 8 Convictions for Driving Drunk. On His 9th, He Got Life.
By Daniel Victor

http://sks.sirs.com.cos.idm.oclc.org/webapp/article?artno=0000385075&type=ART

Maurice River drunk-driving accident sends four to hospital, N.J. State Police
say
By Don E. Woods | For NJ.com
on June 15, 2015 at 4:57 PM, updated June 15, 2015 at 5:03 PM

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http://www.nj.com/cumberland/index.ssf/2015/06/maurice_river_drunkdriving_accident_sends_four_to.html

Winnipeg Free Press

Deadly drunk driving crash nets amputee 5-year prison sentence

By: Mike McIntyre

http://www.winnipegfreepress.com/local/Deadly-drunk-driving-crash-nets-amputee-5-yearprison-sentence-344058772.html