Chapter 4: Goodwill
McCroskey and Teven (1999) suggest that goodwill is synonymous with perceived caring. That is, a source who seems to care about and take a genuine interest in the receiver is displaying goodwill.
This advertisement by BMW represents goodwill because it is displaying empathy. It is identifying with another persons feelings, especially with the image of the fake leg showing what can happen in a car accident that involves alcohol. The target audience is anyone that drives a car and wants them to be aware of the dangerous accidents that can take place, especially when a driver is intoxicated.