Assessment 1

God Made a Farmer

1. Dodge is using virtue ethics to try and establish a sense of credibility with the consumers by relating their product to things from the past that have always been around. Such as referencing various long-standing values that we as Americans hold dear; hard work, commitment, perseverance, family, etc. Care Ethics can also be found in the commercial, Using an insert of Paul Harvey’s voice, connects the audience to the past and creates a sense of pride, implying that hardworking Americans drive dodge trucks. Even the content of his quotes implies that people who believe in god need to buy dodge trucks because they were made for God’s people, “Farmers,” or people who identify with those qualities.
2. The central attempt is to create an ideological appeal to the customers by glorifying the life of a farmer who we, as Americans, know to be good, honest, trustworthy and hardworking people. The Peripheral attempt would be motivating people to buy into the message with the images used and the conviction Paul Harvey’s voice. Creating a moral need to purchase this truck that was built for God’s Farmers.
1. Pathos- The story of how the farmer grows up performing all the harsh labors required of them, raising a family based values of work, family,and god. Then one day the son wanting to be just like his father.
2. Logos- Referencing all the good qualities, experiences, and skills set of a farmer and connecting those to the vehicle.  If the people who use dodge trucks are great then the truck must be a great also.
3. Ethos- The credibility of Paul Harvey’s voice validating Dodge’s claim that their truck is above the competition because it’s made for God’s Farmers.

4. This advertisement shows the true nature of life on the farm. It depicts the life of a farmer on a more in depth level then what the general public believe or even know about farm life. The focus being all the intricate details of the tasks performed by a farmer from day to day on the farm, at home, and in the community.. The will to push harder, work longer than everyone else, but also keeping family and god as a high priority.  
5. The main point of this commercial comes from the narration in the ad. Using the voice of Paul Harvey with his credentials gives validity to the ad. The tone and the gospel  style in which he delivers the message create feelings of trust and making the viewer more open and therefore vulnerable to be persuaded by the all the other aspects of the commercial.
6. The commercial speaks to the Triumphant Individual in all of us by telling the story of the life of a farmer. The commercial describes the farmer as one who is willing to work alone, work three times longer than the average person, self-reliant, true to himself, uncompromising religious beliefs. Everything that describes the Triumphant Individual can also be found in the qualities of a farmer.
7. Moral Appeal - would be the most evident, creating the connection with farmers and god, then the connection between dodge trucks and farmers. Guilt-tripping religious consumers to “Go with God.” No god-fearing person would ever think to go contrary to him. Positive Self Feeling - If you buy our truck you’ll have self-fulfillment like hardworking farmers do.  Altercasting -  good,hardworking people buy dodge trucks because it helps them get things done, so you doing the same will help you better progress in life and get things done like farmers. Positive Esteem of Others - Farmers are hardworking, respectful people, buying the truck will make other people think very highly of you.
8. Needs - The need for Sense of Roots is fulfilled by referencing the fact that God created a farmer, who is a “caretaker” over the earth, then raises a family on religious beliefs, which in turn produces a son who willingly wants to be like his father.

Emotions - The commercial creates a sense of Pride for the farmers for everything that they are able to do, and pride for the viewer that if they purchase a dodge truck the will be able to have pride in everything that they will be able to do as a truck owner and how much better their life will be with the truck, just like it helps the farmers be successful.

Attitudes- The attitude of the commercial creates feelings of happiness and satisfaction, with experiences of how farmers find joy in the difficulty of the many labors they perform. Everyone can relate to trying to stay positive through harsh times and finding joy in the struggles of life.

Consistency - If you identify with the lifestyle, beliefs, and culture of the farmers portrayed in this commercial. If you want to pattern your life after the events shown in the commercial, then in order for you to continue to have consistency in your life, you will need to to purchase the dodge truck.

9. I would say the Reassurance of Worth best relates to the commercial, because from the beginning of the ad they make it clear that God sees the worth of a farmer. Playing on the religious emotions and  beliefs of Christians. The farmer sees the worth of his family, and the son sees the worth of the father and wants to be like him. So consumers seeing the worth of these people will logically conclude that the truck has great worth as well.
10. Family, God, and strong work ethic would be the most noticeable values when watching this ad. Every photo that is used in the ad depicts at least one of these values. Whether it’s pictures of the farmer at work, or with his family, or images of the family praying. The ad implies that only a dodge truck is the only car worthy for people who share these values.