Assessment 1 “God Made a Farmer.”

Assessment 1 “God Made a Farmer.”

1.         I believe the ethics of the presentation are virtue ethics. This advertisement attempts to instill in a person certain ethical principles by making several vale judgment claims. Such as, if you’re a farmer then you must believe in God. Further, it attempts to develop a sense of right and wrong. I.E. helping ones neighbor, going to church and of course buying a Dodge truck.  

2.         Some central and peripheral route attempts of the film are: A. Farmers therefore B. Religious therefore C. Hard working therefore D. Help others therefore E. Deserving of a Dodge truck.  Alternatively, A. Religious therefore B. Farmer therefore C. Caretaker therefore D. Hardworking therefore E. Deserving of a Dodge truck.

3.         Proofs:

a.         Pathos: Caretaker, nurturer, hardworking, religious, father, son wanting to be like father, honest, loving

b.         Logos: Hardworking, citing dozens of references to what farmers most likely do with respect to work routines, habits and practices.

c.         Ethos: Religious therefore trustworthy. Images throughout of farmers with Dodge therefore Dodge must be credible and the way to go. Narrator’s tone, voice, general demeanor and reputation.

4.         The epistemic perspective of the proofs I’ve identified are the notions of knowledge, belief, acceptance, verification, justification and perspective that can be found within ideas as farmers being hardworking, or being religious and therefore trustworthy or being natural care takers and therefore deserving of something in return.

5.         The narrative perspective of the proofs I’ve identified is the way in which Paul Harvey tells the story, almost as if spoken as the word of God and by him, himself. Using a third person narrative to tell the world the story of the Farmer and why he’s deserving of a Dodge truck.

6.         On of Reich’s cultural parables in the social and cultural context of the commercial is that of the triumphant individual. This hardworking farmer who is selfless, community oriented, family oriented, hard working and uncompromising in his morality is exactly the type of person deserving of a Dodge truck.

7.  Marwell and Schmitt’s Taxonomy of 16 Influences relates to the commercials objectives by: (a) Reward, if you work hard your entitled to an award; (b) Positive Experience, by purchasing a Dodge you will satisfy desires; (c) Positive Esteem of Others, your son will want to be even more like you if you reward yourself with a Dodge Truck; The objectives are to convince the viewer that if you are a farmer or like a farmer. I.E. hardworking, religious, community - family oriented, having high moral values, selfless, etc. basically every attribute that any one person might be able to identify within themselves, then you deserve a Dodge truck.

8.         The motivational process premise creates the appeals presented in the commercial by: (a) Needs, specifically, a sense of roots, worth and emotional security. If you purchase the truck, you will be well satisfied, your son will want to be even more like you, you will be further, well grounded in a community of farmers who also drive Dodge trucks. (b) Emotions, you will be even more happy and filled with joy if you purchase the Dodge, further, others will be proud of you. (c) Attitudes, peoples opinions of you will be positive if you purchase a Dodge and therefore, you will continue to be the “Farmer” that everyone knows you to be. (d) Consistency, if you want things to continue as they are, if you want to be like all the other farmers, if you want your son to continue to be proud of you and want to be like you then you should purchase the Dodge.

9.         From a needs premise the best one of Packards that relates to this commercial is probably Roots. That to be a farmer, and maintain your heritage, family and overall sense of identity being both accepted by and fitting in with the community, you need a Dodge truck.  Though, I’ll admit there are a few of them that are just as equally competitive within the commercial as well.

10.       From an attitudes premise, the values that are extorted visually to resonate within the attitudes, beliefs or opinions of the audience are religion, community, handwork, family oriented will not only bring you happiness but make you seemingly worthy of a Dodge truck.