I recently received my driver's license. Upon passing the test, my parents sat me down and gave me a lecture about safety while driving. I was reminded of the rules of the road and the statistics about crash rates of teenage drivers. A recent emphasis has been put on "No texting and driving," as well as "No drinking and driving" campaigns. A recent BMW-endorsed ad focused on the latter. Employing deductive reasoning, this ad effectively communicated that drinking and driving could have more dire effects than a simple DUI.
The unstated major premise is that people who drink and drive often crash. Then, as supplied by the image, a minor premise is that the result of a crash can be a serious injury, maybe even the loss of an extremity. Another minor premise is that the parts needed to replace these extremities are not nearly as good as the "real thing." Yet another is that people would prefer to have a fully-functioning and intact body. The ad communicates all of these premises in order to come to the conclusion that if you want all of these things, you shouldn't drink and drive. The logical order of the argument effectively communicates and proves the ad's message. Also, to go one step further, because the BMW logo is on the bottom, proving that BMW supports this message, it may persuade some people to shop for BMW cars because it shows that BMW cares. This subtle appeal to pathos will leave BMW in the back of consumers' minds so that when they do shop for a new car, maybe they will consider shopping at BMW.
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