TOW #2: Ad Against Drinking and Driving (Visual Text)

       FIAT automobiles is an Italian manufacturing company which has gained great popularity in the United States within the past years. This success has put the company in immediate competition with rival automakers, causing a partitioning of traditional car buying clientele. For this reason, greater expenses have been put forth in regard to advertising from both FIAT and similar, contemporaneous companies. In short, most car companies have begun to pull out all the stops when it comes to advertising, which explains the ultimate purpose of this visual text: to convince readers to buy a FIAT car.  The purpose of this ad is made clear with one simple symbol at the bottom right of the picture -- the FIAT logo. Without this logo, one could easily argue that the visual text serves as a public service announcement against the dangers of drinking and driving. However, with the emblem ever so present, that purpose is countermanded. The incorporation of this trademark makes it clear that the creator of this image wants its audience, car drivers, to associate the emotional appeal to the FIAT car company and, in doing so, influence them to choose their brand. 

       In this particular ad, two beer cans portray the differences in judgement between a driver who is under the influence and a driver who is not, with the simple captions (though in Spanish): "now you see it", "now you don't". In alluring its audience, the text is successful; in achieving its purpose, the text is extremely successful. It utilizes multiple rhetorical strategies, most heavily relying on the juxtaposition of the two contrasting images to accomplish the purpose. Through these juxtaposed pictures, the visual text is able to appeal to logos, implicitly depicting the idea that drunk driving causes fatal accidents; a conclusion drawn only through logical perception. The illustration also relies very heavily on its appeal to pathos. By depicting a kid riding his bike, the perfect epitome of childhood innocence, the text brings forth rather poignant feelings toward the implication of a fatal crash.