Sarah Macek
February 27, 2016
Professor Ridgeway
ENDWI
This billboard has been put up to get the attention of people of all ages, those who are driving currently and those who will be driving in the future. The picture of the State policeman and will an authoritative statement is there to intimidate people and hopfullt remind people that the police are everywhere and not to drink and drive is not a hard concept to understand. This billboard was first put up as part of the ENDWI initiative started by
Governor Martinez in New Mexico and as the New Mexico State Police Website
states: "The
ENDWI campaign is a cross-government effort involving NM State Police, the
Department of Transportation, the Governor’s Office, and local and county
police. I believe they chose to use a billboard message for this campaign because unlike TV and radio, it will be seen by everyone whether you are a driver or a passenger. Many people do not watch the local stations for tv or listen to local radio stations so a billobard is a sure fire way to make sure everyone in New Mexico sees the message. Who doesn't drive or ride in a vehicle and they have placed them strategicly by the interchange where everyone must use as it is the fastest way to get across town. It is a program which
allows good drivers on New Mexico’s roads and highways too quickly and effectively
report suspected DWI drivers through the use of a toll-free number, or cell
phone convenience key." Ethos are used for the purpose of making you
think because of the fact that every time you see it, you see a state trooper
looking down at you. Police are some of the most respected and sometimes
intimidating people we have in authority over us. They put themselves in
dangerous situations for the good of the community and because of that, putting
a picture of them on the billboard reminds people that DWI is breaking the
law. They are a prominent part of the community and a symbol of justice
and the right thing. They are the backbone of the ENDWI campaign and seeing
them on the billboard reminds you who you will have to deal with if you get caught. The author usese the same officer from the video on the billboard as well, with the hope that when you see this billboard, you will remember him from the commercial and trigger the pathos of the officer informing that wife that her husband is now gone.
Another thing that
I see when I look at this billboard is the author using pathos when it come to what the term DWI really means. It means
drinking and driving, it means getting arrested, going to jail, hurting or
killing another human being. There is a lot of emotion tied into this
billboard. The thought of killing someone else because of my poor decision is
something that sticks with you the rest of your life. In Albuquerque in
November 2015.
Police say Jaramillo was driving while “extremely intoxicated at the time of the crash which is a contributing factor to the crash.”All three of those
people were killed. They have been identified as Roberto Mendez, 27, Sergio
Mendez-Aguirre, 23, and Grace Sinfield, 20." He will be
booked on three counts of vehicular homicide, aggravated DWI, and red light
violation.”
This is what comes to mind when you see that or any of the ENDWI billboards.
Lives ending for everyone involved. Could you live with yourself knowing
that you killing innocent people? 
The author of this billboard uses Logos by putting it into a
question form "what part of ENDWI don't you understand" to show that
there is more to a DWI then just getting into trouble. They hope to make you
think of all the repercussions can be far more devastating to others. The
center for disease control states: “Every day, almost 30 people in the United States die in motor
vehicle crashes that involve an alcohol-impaired driver. Thankfully, there are
effective measures that can help prevent injuries and deaths from
alcohol-impaired driving.”
This
graph shows that billboards like these are helping the ENDWI campaign
continue in making a difference as DWI arrests continue to decline. People are
thinking before they get behind the wheel and taking accountability for not
only their lives but also the lives of others. This billboard is making a
difference for the lives of so many, showing people that they do have the power to make a difference and help save others in their community. This billboard helps to put fear into the people seeing it because no one wants to be arrested by the man in this picture. He will show no mercy and you will either end up in jail and/or have your car seized in the process. This billboard will help people to stop and understand that while there may not be an officer in the area and you think that you are getting away with driving while intoxicated that you never know who is in the care next to you. They may be on their phone right now, calling law enforcement to put an end to your drinking and driving.
One of the last things that the author wants us to see when you look at this billboard is the hope that people will start making the correct choices when it come to responsible drinking. The author wants us to now only see that you will get caught but it is also a hope that instead of drinking and driving, you will make the decision to stay where you are and not drive, to call a cab or safe ride, or that someone else will stop you and offer you a ride. There are consequences to every action and it is the realization that you do not have to get behind the wheel and hope that you make it home and that there are other options out there for you when it comes to drinking. There are safe options so that your involvment will the ENDWI initiative will be a positive one and you will not have to face the officer on the billboard.
Work Cited
· http://www.madd.org Albuquerque,
New Mexico 2015
· Center for Disease
control Atlanta, Georgia http://www.cdc.gov/MotorVehicleSafety/Impaired_Driving/impaired-drv_factsheet.html November 24, 2015
· New
Mexico State Police Albuquerque, New Mexico 2011 http://www.nmsp.dps.state.nm.us/index.php/endwi/
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