Analysis of Persuasive Techniques in the Adverisement of BMW

Most companies possess their own unique products or services that are available to essentially anybody. Companies must be able to sell their goods or services in order to be able to earn profits and keep their company afloat. The most predominant way that companies create interest in their product is by creating and distributing their own advertisements for their products. By doing this, these products are exposed into everyday media for other people to see, and people will have more awareness of whatever these companies are trying to sell to the consumer. This BMW advertisement is an example of an advertisement made by a company, and in this case, this advertisement is targeted towards an audience of people that have a stable income and are looking to get a good car. It is important to note that the viewer of the advertisement most likely already knows that BMW is a luxury car brand, and this advertisement is advocating that the fast, exciting experience of driving their cars outweighs the hefty price.

This advertisement utilizes many visual devices and rhetorical techniques when trying to achieve their goal of attracting people to their car brand. To begin, this advertisement primarily focuses on the pathos appeal to their audience, and many design techniques are applied with intentions of intriguing the audience into buying their cars. They chose to have the car be a grey color so that the colors in the background do not interfere with the appearance of the car. There are yellow, blue, and white lines all over the picture to try and depict this car as very fast and powerful. It is important to also note that they also chose to make the lines different colors instead of all the same colors so that all of the lines can stand out alot better versus lines with the same color. The ground that the car is on is black. This is the road, and the dark color of the road makes it not only possible to be able to notice the good-looking tires of the car, but to reveal to the viewer of the advertisement that the car is in motion. When showing the being car driven in the picture, the picture as a whole from left to right transitions from a night to day time setting. By doing this in the picture of the car being driven, it not only tries to emphasize how fast the car is if it can go somewhere that was dark to a place in the daytime very quickly, but it also implies that driving the car is a great experience regardless of what time of the day the car is being driven. All of these different lighting effects and use of colors all serve to create contrast throughout the advertisement. In addition, there is also use of logical appeals. There are words in the advertisement, and the creator of it applies proximity by choosing to make a separate white space under the picture so that the words in the advertisement are easy to be noticed by the viewer.

The word “Fasterpiece” has a bigger font size than the words “designed for driving pleasure” to emphasize it more, but both of these statements are in all capital letters for an effect of saying these things in a prideful tone. They depict this car as powerful and fast, and the picture as a whole is what the company defines as a car designed for driving pleasure. The advertisement implies that people do not want a bad car, and that people should buy a BMW because they are good cars that are great to drive. It is important to note that the word ”fasterpiece” was created by combining the words ‘fast’ and ‘masterpiece’ to imply that the car is fast and sophisticated in design. There is also a statement under that word to essentially clarify the argument of the picture and that it is a very good car to drive. There is a period after both the word and the statement underneath the word to have an effect on the audience when there is a pause in between these two. It is important to note that car companies like BMW do not only make one kind of car, and so they make the front license plate clear so that the audience will know what kind of specific car is being displayed in the advertisement. This is done so that the potential buyer will know the name of the car they would get to be able to emulate the exciting driving experience that is depicted in this advertisement. To top it all off, the advertisement also applies an ethos appeal. The company deliberately chose to include their logo on the advertisement not only to claim their advertisement, but so that through classical conditioning, the viewer of the advertisement will associate their logo with a fast, exciting driving experience that is depicted in the advertisement. The companies indirectly tries to gain credibility from the audience by implying that making cars that are great to drive is what their company is all about.

Finally, this BMW advertisement serves a good,effective example of what advertisements in general are looking to do. Companies are looking to sell their goods or services to others to make their company grow and prosper, and advertisements help companies make their products more mainstream if done correctly like this in BMW advertisement. It is up to the creator of an advertisement how and what appeals they want to utilize when trying to convince the consumer to spend money on something, and this BMW advertisement is an example of how to use visual aesthetics while also applying all three of the appeals. .