1. The ethics of the commercial are mostly related to religion and being a farmer and if you are both of those things or, simply related to either one of those two things you must buy a Ram truck. This pulls what i would believe to be almost every American because in one way or another every person is somehow tied to a farmer. Wether you know a farmer or if you just buy produce from a market you somehow are tied to the farming industry even still today. The narrator helps go along with these ethics of "American Virtues" because of who he is. Now even if you don't know who Paul Harvey is you can still relate to his voice. His deep rusty voice along side all of the pictures shown in the video paint a picture in your mind that goes beyond just watching the video. He simply sounds what people would think a farmer might sound like.
2. The central route being that of religion and being American. Throughout the Ad the words 'so God made a farmer' are repeated countless times. This is trying to make a direct route with many people of religion that is widely shared throughout the United States. Along with the words of God being repeated there are pictures being played of a man praying, a family praying, and other depictions of family and togetherness. This is all something that the 99% can relate with directly. The Ad also tries to drop little things in along the way a more peripheral route to get the people to buy in. Showing pictures of mixed families, a black farmer, a young female farmer, an old female farmer. All things that your typical 'American Farmer' probably doesn't look like if you went out on the street and asked people what farmer joe looks like. This is the genius of this ad, they are playing into that 1% that is left going saying 'huh' 'why did god make a farmer'? This gives people a chance to say yeah I can work hard to even though I am different. You don't have to be an old white man to be a farmer and help out your neighbors and help out America.
3. Pathos- Makes me feel like I don't do enough. Like I should be working harder and bitching about how hard my life is when there is someone out there putting in their 40 hours by tuesday noon and put in another 72 hours by pain of tractor back. Makes you want to go out and buy a Ram and get to work.
Logos- The idea of working hard and how good a long hard day can be for someone. How the American farmer has shaped the United States. There is logic behind God making a farmer because farmers have done so much for the country.
Ethos- Im sure if a person was to know Paul Harvey the Ad would have much more credibility to the message than someone who doesn't. Without knowing its still credible because you can see all of the photos being played throughout the film. You can see just how hard they are working.
4. Most people know what a farmer is before seeing this Ad. So most people have their own knowledge of what a farmer may do on a daily basis. There are some things throughout the ad that people may not realize or even understand. Like shoe a horse with a hunk of car tire. Things throughout the ad that people may or may not relate to because the understand the meaning.
5. The narrator paints a picture in your head about what a farmer does and doesn't do. In the beginning he shows just how tough a farmer is, working long hours, and doing hard physical labor. Later in the ad the narrator switches to how soft a farmer must be a times by saying he would stop his tractor just to splint the leg of a meadow lark. Showing pictures of family and praying to God. The narrator does a great job of wanting us to believe whatever it is he says a farmer does. So by the end you have this idea in your head of the American farmer and how you want to be one so you should get a Ram.
6. For me when I picture a farmer I think of The Triumphant Individual. This person pulls themselves up from their bootstraps and puts in hard work. This is exactly what a the ad says a farmer does. Everything about the triumphant individual is what a farmer is. Im sure there have been doubters of the farmers around the U.S. but the farmers wake up every morning and milk cows and work all day and then milk cows again because they are self driven.
7. Moral appeal because of all the talk about God throughout the ad. Many people can relate to the idea or belief in God regardless of your religion. So the ad plays onto peoples morals. Positive self feeling. After the ad you get this feeling like I wish I was a farmer because, then you would be all of those things in the video AND.... you would drive a Ram. Positive Altercasting the ad states all these good things that farmers do and they do all these good things because God made them to be here to do these good things so they get a Ram. Reward because in the end the ad is all about Ram trucks. The ad is saying that God made a farmer and if you work hard and do all these things than you deserve a ram. And if you weren't born a farmer well you probably work hard anyways and have a sense of self entitlement so you deserve a Ram anyways.
8. The first process premise is needs. The idea of needs is throughout the ad from emotional security. The ad is saying that God made a farmer to to all of these things for people that a regular person never does in their daily lives but, its okay that you don't do these things because God made a farmer special. So you don't need to feel bad about not working extra hard because you aren't a farmer. Also there is a sense of power because the ad says that God made a farmer. So the almighty god so powerful looked down and said I need a caretaker. So God made a farmer thats powerful. The last of the needs is the sense of roots. The images through the ad show farmers being deep in the community by going to a meeting until midnight at the school. Also, many pictures are shown of the farmers being around and with family.
Emotions- Guilt that God didn't make you a farmer is something that I felt. Guilt that you work nowhere near as hard as a farmer does but you complain all the time about how hard you life is. Anger that you have wined about your life and you now know just how hard the farmer has it. Pride that you are from a country that has farmers. Where God looked down and said I need a caretaker and these caretakers are still here for us. Happiness and joy that we have farmers to put in all this hard work and get the crops to the masses of people for their everyday lives.
Attitudes- Much like we talked about before there are influences throughout the ad that pull on your emotions. This ad can go as far as to change your attitude on your everyday life. If it changes something small like when you go to buy produce and you think about where it came from. Or something big like you changing the way your attitude is at work because of seeing just how hard the farmer works.
Consistency- reassurance of security knowing that the farmer of the 'caretaker' of the world is out there looking out for you and I.
9. I would say that the one of Packards compelling needs that I found the most is the sense of roots. This comes from the way the entire ad depicts this idea of being a hard working American. I believe that in some way or another every person out there can relate to this ad. The ad gives you a sense of roots not just into the farming community or being rooted to God but to America. There is a bigger picture of all of us being related to this sense of God making a farmer.
10. The attitudes in the ad pull onto people religion and idea of hardworking American. The first image that is shown on the ad after the cow is a photo of an old church as you hear Paul Harvey 'on the eight day' both the photo along with Paul voice sets the tone for the ad to be religion based. Several more times you see pictures of a man praying in a church and a family praying around the table. These photos along with Paul's voice can pull on peoples emotions. If you are a hard working American or believe in God you must be driving a Ram because, at the end the caption reads 'for the farmer in all of us'.
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