The "Don't Drink and Drive" BMW advertising campaign is a powerful visual message that uses symbolism, color, and text to convey an impactful message against the normalized behavior of drinking and driving. The striking image of contrasting legs, one flesh and one artificial, immediately catches the viewer's attention and evokes a sense of loss and tragedy. The use of a prosthetic limb as a symbol of replacement underscores the devastating consequences of careless and preventable behaviors like drinking and driving.

The advertisement is expertly designed with a rectangular layout filled with carefully selected text and illustrations. The message is clear and effective, and the designer understands the importance of visual literacy elements like color, line, form, and movement to create a compelling composition. The blue background color evokes a sense of calm and reliability, inviting the viewer to explore the message further rather than creating a chaotic and distracting appeal.

Through the use of symbolism and contrast, the campaign underscores the importance of valuing one's assets before they're lost. Most people don't consider the impact of limb loss until it happens to them, and the campaign's powerful message encourages viewers to consider the consequences of their actions and the importance of responsible behavior. By using a prosthetic limb as a symbol of replacement, the campaign emphasizes the idea that spare parts for humans are not as original as those for cars, and encourages viewers to take responsibility for their behaviors and avoid senseless tragedies like drunk driving accidents.

During his presentation on evaluating photos and videos, John Grid acknowledges the vast strides that technology has made. Due to these advancements, many illustrations in the global sphere of information and communication through graphics have become illegible (Green, n.d.). Advertisers must create a reference point in their ads that gives it a sense of originality, relevance, and reliability. One of the effective ways to achieve this is by using text. For instance, an illustration like "Don't Drink and Drive" would be meaningless without including readers in the context. The illustration's fame comes from the words accompanying the unusual image of a flesh limb and a prosthetic link. To make the illustration relevant, the designer uses a brief and chilling message. The last element that the eye focuses on is the font size and position, which increases the chances of the message being read.

In conclusion, the "Don't Drink and Drive" ad delivers its message brilliantly through symbolism, color, and text. As a reputable and influential automaker, BMW has a stake in spreading the message that drinking and driving is a bad idea. The ad hits an emotional chord with the audience by using a horrific amputation scenario. The audience can determine that ignoring this warning could have catastrophic consequences for their lives and the lives of their loved ones.

References

Fabos, B. (n.d.). Visual literacy. Sites.uni.edu. Retrieved October 5, 2022, from https://sites.uni.edu/fabos/ml/readings/visual_literacy.html.

Green, J. (n.d.). Evaluating Photos | Civic Online Reasoning. Cor.stanford.edu. Retrieved October 5, 2022, from https://cor.stanford.edu/curriculum/lessons/evaluating-photos/.

Schilb, J., & Clifford, J. (n.d.). Arguing about Literature: Understanding Strategies in Visual Arguments on the Internet. A Guide and Reader. Third Edition.