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Caitlyn Massey
Professor Collins
ENGL 1301
3 November 2016
The Phone Can Wait
Due to todays technology dependent era, many drivers fight a battle of distractions while
on the road. According to the official United States Government Website for Distracted Driving,
car crashes resulting from technology caused 3,179 deaths and 431,000 injuries in 2014. An
individuals eyes are off the road for an average of five seconds while texting and if they are
traveling at 55 mph, that is enough time to cover the length of a football field blindfolded.
(Facts and). Within those five seconds of blind driving, the chances of a crash are extremely high
and one simple text could end the drivers life or the life of an innocent victim. People in todays
society need to be educated thoroughly on the risks of distracted driving and Volkswagen helps
with these efforts. According to the John Clark Motor Group, the Volkswagen Company was
founded in 1937 with the mission of creating the Peoples car (John Clark). Volkswagen cares
for todays drivers and contributes to the fight against distracted driving through their
commercial, Eyes on the Road. The commercial was filmed at a cinema in Hong Kong. In the
commercial, movie-goers observe the big screen as the driving simulator begins. A variety of
ringtones drives the audiences attention away from the screen and towards their phones. As the
audience views their messages, the car on the screen crashes jolting the audiences attention back
towards the screen. Pathos, ethos, logos, and perspective in the Volkswagen commercial
demonstrates that texting behind the wheel has become a normality and too many injuries are
occurring from it.

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Pathos is incorporated in the commercial to appeal to the audiences emotions and
demand the viewers to feel a certain way about distracted driving. This commercial is set within
a cinema full of unsuspecting people. The atmosphere in the theater is relaxed and calm as the
driving video begins on the big screen. A loud crash echoes out as the vehicle collides with a tree
transitioning the room from calm murmurs to shocked gasps. Volkswagen displays this transition
of emotions in the commercial to replicate the emotions involved within a technology based
wreck. Many drivers choose to direct their attention from the road towards their phones which
can result in a totaled car and a potential casualty. The commercial emphasizes the relaxed
attitude towards technology through the movie-goers eagerness to remove their eyes from the
screen and check their messages which results in the car on the screen crashing. Checking a
phone seems like a quick harmless glance, but a vehicle moving at a high speed can cover a large
amount of ground during this time of blind driving. By diverting their eyes from the road, people
are choosing to hold their technology on a higher pedestal than their own safety and Volkswagen
wants their audience to feel guilty for prioritizing in this manner. Texting has become second
nature in todays society and people are too willing to participate in it behind the wheel.
Volkswagen uses this commercial to evoke fear and shame within the viewers to maximize their
focus on the road and minimize their focus on bright tiny screens.
Ethos is fused into the commercial to establish credibility and aid in providing authority
to the intended message. At the end of the commercial, the Volkswagen symbol is displayed in
the center of the screen to grab the audiences attention. With nearly eighty years of operation
and deep understanding of automobile transportation, the Volkswagen Company created this
commercial to stress the importance of reducing distractions while behind the wheel (John
Clark). The involvement of this company influences spectators to truly absorb the message being

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presented due to Volkswagens popularity and dependability as an automobile producer. People
link profound road knowledge with this vehicle company and will display stronger eagerness
towards making an effort at reducing their technology usage while driving. By having the
Volkswagen Company produce this commercial, the impact of the distracted driving message is
stronger and more influential.
Logos is provided in the commercial to support the commercials target message with
logic and facts. After the crash occurs, Mobile use is now the leading cause of death behind the
wheel is displayed on the screen in black letters on the white screen. Volkswagen incorporated
this fact to emphasize how serious the issue of distracted driving has become in todays society.
According to the displayed fact, distracted driving has become a bigger issue than drunk driving.
Some people are able to set limits for themselves when it comes to drinking and driving, but
cannot find the strength and willpower to put down their phone. Times have drastically changed
due to the evolution and strong influence of technology in this era. This fact aids in transforming
the ugly truth into a reality for the audience. Revealing this information adds intensity to the
commercial and allows the message to hit people on a deeper level.
Audience perspective is incorporated into the commercial to bring realism and reality to
the portrayed message. A driving simulation is played on the screen of the cinema which makes
the people in the audience feel like they are behind the wheel. The ringing of cellphones causes
the entire audience to instantly remove their eyes from the screen and check their notifications.
This action performed by the audience causes the car crash on the screen. After the drastic crash,
the audience was left in awe and disgust at their own actions. Volkswagens simulation displayed
on their commercial put the theaters audience in control. By using this perspective of the
audience, people who view the commercial can analyze the steps leading up to a technology-

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based crash and the emotions incorporated. Usage of perspective can help in the reduction of
distracted driving by evoking fear within the individuals who view the message.
Volkswagens commercial conveyed solid points within their advertisement through the
use of pathos, ethos, logos, and perspective to fight distracted driving. Although the company
brought light to this issue, the commercial is not completely successful in their efforts. Distracted
driving is a major problem in todays society and extreme solutions are needed to aid in the issue.
The commercial brings awareness to this issue, but it will not create a permanent change in
peoples driving habits.

Works Cited

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Clark, John. "Volkswagen Renowned History." John Clark Motor Group. John Clark Blog, 30
Jan. 2013. Web. 13 Nov. 2016.
NHTSA. "Facts and Statistics." Distracted Driving : Facts And Statistics. US Government, n.d.
Web. 13 Nov. 2016.