A Rhetorical Analysis Of The Farmer Commercial

In 2013 Dodge Ram Trucks made a commitment to raise one million dollars for the Future Farmers of America. Dodge deemed 2013 to be “the year of the farmer” (Christian posts). During the fourth quarter of Super Bowl forty-seven Dodge aired a two minute and forty-two second tribute to the American farmer. The commercial “Farmer” was a slideshow that depicted American agricultural life. A speech given by Paul Harvey was used to narrate the tribute. As the commercial begins Paul Harvey’s name is printed onto a picture of a solitary cow standing in a frozen field. Then a picture of an old church is displayed and Harvey’s first words are: "And on the 8th day God looked down on His planned paradise and said, 'I need a caretaker!' So, God made a farmer”

Harvey says, "I need somebody with arms strong enough to rustle a calf and yet gentle enough to deliver his own grandchild” (“Farmer”). This enables the audience to gain a respect for the rough yet gentle farmer. This type of tactic is called logos, or the appealing to the viewers’ common sense, beliefs, or values. Another tactic used was pathos, or the use of feelings, desires, or fears to influence viewers. The commercial was made to reinstitute or make notice of just how valuable farmers are to the American citizen or better yet the world. The audio easily stirs the viewers’ values as the images grasp their emotions or vice versa. Of course Dodge inserts a few pictures of their trucks being used by farmers, but does it tastefully. There is a picture of man slinging hay bales from the bed of a Dodge truck, and of cattle gnawing at hay that is stacked in a pick-up’s bed. This gives the audience a sense that Dodge trucks are similar to the American farmer; the truck is rough and tough like the farmer, but was designed for a bigger

The Future Farmers of America is an agricultural education group, but reaches much further than agriculture. The FFA remains committed to the individual student, providing a path to achievement in premier leadership, personal growth and career success through agricultural education (FFA). Dodge is a supporter and partner of the FFA. Dodge’s goal in 2013 was to raise awareness of the American farmer and raise one million dollars for the FFA (Ram). Dodge even went a step further by naming 2013 “the year of the farmer”. To the American public this seemed quite generous of Dodge. It was generous in the fact that Dodge not only cares about the future of their company, but the future success of young leaders in