This picture is of a road that has been marked in such a way that it leads to a wall instead of it proceeding as required. The picture was retrieved from ads of the world site. It depicts an inconsistent line on the road as is common with drunk drivers who cannot control their vehicles on the road. All advertisements are fundamentally created in order to persuade the targeted audience. They are intended to encourage people to buy ideas, enlist for certain services, or to support a cause or organization (O'Keefe, 2002). The media that is used to pass this message should match the character of the clients and the message should have consistency. Just as the advertiser might want to use several media channels to reach the client, the advertisements should blend several rhetorical appeals if it is to be effective (Mc Combs, 1994). It is not enough to tell the targeted audience, in this case drunk drivers, that driving while drunk is a dangerous activity; they should be given evidence as to why it is so.
In order to persuade the audience one can use the three basic appeals described by Aristotle: ethos, logos and pathos. They imply the use of appeal to a person's character, emotion or logic.
This is perhaps one of the most powerful tools in advertising. Pathos implies to an appeal to the emotion of the audience. It can be used to create both intrigue and confidence in an image, to reinforce value and to create a sense of urgency. The emotions which the advert appeals to may vary from safety, anger, desire, pride or even insecurity.
Every year many people receive phone calls involving their family members who are involved in an accident and their alcohol use. The calls may...