Marie Mukuria
Product analysis
MKT214-450
January 17, 2023
AD analysis
This is an ad concerning BMW promoting for people not to drink and drive. Although
BMW is company that is known for building phenomenal cars. This ad gears aware from the
beauty of its engineering to showcasing a prosthetic leg on a genderless individual. The ad is
focused on persuading the audience using not only image but also phrasing, designed to evoke
fear and concern. The phrase sums up what the company wants to say, BMW can remake the
bodyparts of a car and they’ll look identical but, unlike a car body parts are irreplaceable. By
only showing the two legs of a genderless individual, they want their audience to know that
through the actions of drinking and driving that this could happen to anyone. They introduce an
which raises the persuasiveness of the ad.