Nordel Erickson
Comm 4010
Assessment 1
1.Identify
what you feel are the ethics of the presentation. What does the narrator lend
to its ethics?
I feel the ethics of this presentation were
letting people know exactly how hard, and how dedicated farmers are to what
they love to do. The statements of having to get up early , work hard, stay up
late, and then wake up to do it all again, are very inspirational to people and
Dodge really wanted to hit the nail on the head about those certain ethics in
which we all believe in.
They also
were very smart on using one of the most recognizable voices in history. Paul Harvey was known for his empathetic delivery
and his conservative ways. His voice helps tie all the concepts of this
presentation together.
2.Identify
central and peripheral route attempts of the film.
I think the central route of the presentation
is very obvious. It talked about dedication and the hard work of a farmer. The
peripheral route is tying the strength of farmers to the strength of the Dodge
truck. Just like a farmer, who is dependable and strong, so too is the Dodge
truck.
3.Define the
proofs - pathos, logos, and ethos - that function in the narrative.
The
presentation clearly is focused on pathos and the emotional connection people
will have with the farmer and the great Paul Harvey. A lot of people will also
link Paul Harvey with ethos and the credibility he may have in certain
categories. The least of the three is probably logos, even though Dodge might
say this commercial carries a lot of logic.
4.Discuss
the epistemic perspective of the proofs you've identified and how these
function to reach the communicative effects of the film.
The
epistemic aspect of the commercial focuses on what being a farmer means and how
much farmers love what they do. They don’t complain about anything, they simply
see all the good that comes out of what they do and they enjoy doing it.
5.Discuss
the narrative perspective of the proofs you've identified and how these
function to reach the communicative effects of the film.
For me this
commercial is pretty effective and really pulls at the heart strings of
Americans.
It tells a
story of all the dedication, strength, and good deeds a farmer does on a day to
day basis. Dodge is very persuasive in telling people if they own this truck
they too will be strong, dedicated, and perform good deeds for mankind.
6.Identify
one of Reich's cultural parables in the social and cultural context of the
commercial.
I feel the benevolent
community really applies to this commercial. It talks about how God needed
someone to take care of all the hard things in life, so he created a farmer.
7.Discuss
how any of Marwell & Schmitt's Taxonomy of 16 Influences relate to the
commercial's objectives. What are the objectives?
The
objectives of the commercial is comparing how you can be like a farmer if you
have a Dodge truck. A lot of Marwell and Schmitt’s taxonomies can be used;
Positive self- feeling popped out at me first, they make people feel like you’ll
feel better about yourself if you own a Dodge and are like farmers. Also, Moral
Appeal and showing how a farmer has great moral appeal and he owns a Dodge, so
if you want to be like a farmer you better buy a Dodge.
8.Apply how
the motivational process premises (remember, there are four) create the appeals
presented in the commercial.
First is the
premises of needs, this commercial tries to follow this premises on the needs
of owning this truck if you want to be all the things a farmer is. Next is the
emotions of the commercial and clearly they are focusing on pride and how much
a farmer does and how proud he is to do it so willingly. Then the attitudes portrayed, and how even though
a farmer has a lot of challenges, his attitudes towards family, work, and God
carry him though. Last premises is consistency and this commercial shows it by
telling the viewer’s how much a farmer goes through every day and is still
willing to do it again daily.
9.From a
"Needs" premise, which of Packer's compelling needs best relates?
I wanted to
say reassurance of worth, but I think immortality stands out a lot in this
commercial. God created this amazing person and it seems like a farmer kind of
has immortality.
10.From an
"Attitudes" premise, what values are extorted visually to resonate
within the attitudes, beliefs or opinions of the audience?
Of course
there are emotional premises, but behavioral resonates with me more. The
commercial is basically saying that a farmer is the best person on earth and if
you want the same attributes and behaviors of a farmer you have to have a Dodge
truck.
