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”

(“Farmer”). Throughout the tribute Harvey pounds the phrase “so God made a farmer”. As the voice of Harvey muffles away, a picture of a Dodge truck is shown with the phrase “To the farmer in all of us” printed on it. The captivating words of Harvey and brilliant pictures have a penetrating effect on the viewers’ hearts. This commercial is far more than just a truck commercial, it is a respectable tribute to the American farmer. The muffled, crackled words of Paul Harvey and the display of heart touching pictures effectively grabs the audience’s attention, and hones in on the importance of farmers in America.
Dodge uses Harvey’s words to stir up the emotions of the audience.

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

purpose.
Paul Harvey, a well-known broadcaster and conservative Christian, delivered his tribute for the first time at a FFA convention in 1978 (Huffington Post).

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

America.
Although some other companies might have pushed the performance of their product, Dodge chose to push the performance of the American farmer. This helps Dodge to come off to viewers as unselfish and compassionate for the American farmer. The tribute seems to go above the advertisement of a truck. If the sole purpose of this ad was to advertise a truck there would be a lot more pictures of that truck. Instead Dodge focuses more on the farmer and the farmer’s way of life. Then every once in a while a truck is inserted. This is smart on Dodge’s part. Not only do they honor the farmer, but they also gain respect from the audience. This ad is way more than a sales pitch for Dodge Ram Trucks. It is dramatic tribute to the farmers of America that play such an important role in fueling this great nation.
When Dodge Ram Trucks aired their commercial “Farmer” in the fourth quarter of the super bowl, it penetrated deep into the hearts of many Americans. The use of logos and pathos effectively touched the emotions and values of viewers across the nation. The study conducted showed that Dodge was not in this advertisement to make money alone, but to rightfully honor the hard work and dedication of the American farmer. This has given viewers a deep respect for Dodge and its commitment to the farmers of this great nation. This advertisement opened a window of opportunity for Dodge that will last for many years as they continue to work with the Future Farmers of America. This ad has effectively used emotions and values to display to viewers the importance of the American farmer.