BMW Texting
and Driving
{
By: Ashley Fox
Background
Information
This ad was published on
June 29, 2011. This ad was
published in the magazine
AutoWeek. BMW is one of
the most respected car
automakers. BMW
publishes multiple ads to
stop texting and driving.
What is the
purpose?
The purpose of this
advertisement is to
persuade people not to
text and drive.
Who is the
audience?

The audience is anyone who
drives and owns a cellular device.
What is omitted?

The gender of the child and the
race of the child is omitted.
This is omitted to show that
the result of texting and
driving can cause effect to
anybody.
What if the phone
and text at bottom
was taken out?

If the phone and text was taken out of
the picture then the picture would not
have the same purpose. The purpose
would change to something about a
BMW car not about the effects of
texting and driving.
Ethical
Appeal?

The speaker earns their
credibility with the audience
due to showing the BMW
symbol. BMW is one of the
most trusted car companies.
Logical
Appeal?

It is logical that if you text and
drive you are endangering others
around you whether they are
driving or just a pedestrian. The
effect can be severe.
Emotional
Appeal?

When looking at the picture I felt
suspense. I wonder if the driver
puts the phone down in enough
time to notice the child.
What do you
notice first?

The first thing my eyes go to when
I see this image is the cell phone. I
see it first because it is placed in
the foreground.
Sources
BMW. Advertisement.
Http://autos.aol.com/article/bmwtexting-and-driving-ads/. N.p.,
2011 June 29. Web. 20 Sept. 2012.