This advertisement used the peripheral route to persuasion, as it appeals to our feelings. Fear in particular is the emotion they wish to arouse. Fear is brought about by the gruesome picture, of the girl covered in blood, and the slight association to the urban legend Bloody Mary, as the girl is staring at you eerie manner, hence associating death with reckless drunk driving (heuristics). Another thing to note is that they use attractiveness to appeal to people, as the poster is aesthetically-pleasing and witty with the Bloody Mary association to a popular alcoholic drink, which will appeal to those who drink.
by Rachel Chong Chia Xin from T03
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