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Nemanja Brdar Advanced Language Skills Professor Elizabeth Salmore, MA TESOL Rhetorical Analysis Essay April 2, 2012

Dont drink and drive

Advertisements use the variety of techniques to convince and to persuade the potential consumers of the argument advertisers are trying to present. Besides publicizing the product, the advertisement serves also to solely inform people on certain matters and also to raise awareness. This anti-drinking and driving ad is no exception. Through multifarious techniques, such as carefully selected language and images which are used to underline the main message, the advert tries to grab peoples attention and warn about the dangerous consequences of combining the alcohol while driving. The pathos, logos and ethos are techniques incorporated in this advertisement, which efficiently convey the message of the advertisement, which is; no drinking and driving. By using very vivid images, illustrations, cause and effect reactions, this ad successfully rises awareness of drinking and driving as much as possible, thus trying to reduce the number of accidents we encounter in everyday file. This ad consists of three pictures present effect chain of events, with the bottle of beer to which all attention should be drown to,to all people, regardless of the age. The advertisers have cautiously used all possible aspects of the bottle and combined them with all strategic choices in a step wise manner, everything from taking the beer, opening- bending the bottle cap and drinking. The center of the image is the bottle cap. Upon opening the bottle, one must firmly

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press the cork with a bottle cap, hold the bottle opener, and rise the it from the wrist up high. Once the bottle is opened, the cork is bent and the car which is on, looks crashed; indirectly perpetuating the consequence of drinking and driving. The advertisers went one step further. To make things more clear for those who did not understand the image of the crashed car, the advertisers relied on narration, the capitalized sign is printed on the other side of the cork DONT DRINK AND DRIVE. This image very openly uses pathos argument in order to present one of the biggest problems we encounter on a regular basis. By using very vivid image of the bottle of beer, the advertisement tries to evoke strong sense of thirst for this beverage. After having evoked the urge for the beverage, the consumer takes the bottle firmly pressing the bottle opener against bottle cap, consequently denting the bottle cap, thus creating the image of the crashed car. As a result, the image of the crashed car evokes the feeling of shock, forcing people to reminiscence all similar sceneries that they witnessed in their lives. The technique of logos shows the logical process, the chain and effect process going on in these pictures. These pictures indirectly, through eye catching signs, perpetuate the

consequences of driving and consuming the alcohol. The process is rather straight forward. Driven by the thirst of the moist bottle, consumer, without thinking, takes the bottle, with the bottle cap of a car in it, indirectly presenting the steady health condition of a consumer. Upon taking and opening the bottle, the bottle cap gets dented and fallen on the table, symbolizing the accident and critical medical condition. Once the bottle cap falls, it turns on the other side, revealing the text and symbolizing the death of a consumer.

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Manufacturing beer company stands as the authority for this advert. Even though they produce this beverage, they want to show how unethical is to advertise any alcoholic drink without previous warning about consequences of drinking and driving.. In addition, despite what they are producing, they want to participate in this campaign to warn people about potential deadly consequences of drinking and driving. Having said all this, with successful incorporation of these techniques, this ad appeals to peoples emotion. It reflect on the problem which is getting more and more severe, thus making people feel aware of it. All techniques embedded in this advert serve to prevent us from being injured and to start looking at things from a better point of view.