Assessment 1

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.