Test #1

Identify what you feel are the ethics of the presentation. What does the narrator lend to its ethics?

The ethics of this presentation weight heavy on the basic ideas of the roles and responsibilities as a farmer. The farmer is depicted as hard working, loyal and outstanding citizen. These are all qualities that America was founded on. The voice in the commercial reminds me of a religious type ceremony which instills a feeling of trust, even importance, in what is being said. It is interesting to me that at the very end they show the big nice truck. In comparison to everything else, it is the most aesthetically pleasing aspect. This glorifies the farmer, setting high standards for the farmer, and viewers of the farmer.

Identify central and peripheral route attempts of the film.

Center:  The fact that we as a nation, need farmers is shown often. A religious standpoint is taken, including hard work and family values. This ties into the peripheral route by creating such a stark contrast between the ability to be strong, and gentle is a common theme throughout. It points out the difficult and the sweet points of being a farmer while at the same time exemplifying the fact that not many people have what it takes to be a farmer.

Define the proofs- pathos, logos and ethos – that function in the narrative.

Pathos: Pathos is represented in the emotion of the clip. Emotion is noted in the narrator when he talks about religion, god and family. These are all aspects of life that are very relatable. Once the viewer realizes that these elements of their own lives are dependent on the farmer, they feel pride in how hard he works and a possible sense of empathy.

Logos: Logos relates to logic. The narrator gives a lot of detail and facts concerning the life of a farmer. These are what make the viewer realize how important farmers are. Logos acts as the light bulb for the viewers of this clip.

Ethos: Applies to ethics. In this clip we see that the narrator seems to know what he is talking about. He seems very creditable. At the end of the clip the viewer trust the narrators opinion so when the truck appears, the viewer feels it is a necessary component of the farm life.

Discuss the epistemic perspective of the proofs you've identified and how these function to reach the communicative effects of the film.

The farmer experiences validation in how hard he works through the hyped images of the American farmer shown in the commercial. The viewer experiences what is like to be a farmer through the perspective of the commercial with the major points of family and religion.

Discuss the narrative perspective of the proofs you’ve identified and how these functions reach to the communicative effects of the film.

The commercial shows the viewers the side of a farmer’s life that the individual does not think of when they sit down to a family dinner. It illustrated how long a farmers days are and how skilled they actually have to be. By the end of the commercial the farmer has been glorified and it feels like he deserves the truck, almost needs the truck.

Identify one of Reich’s cultural parables in the social and cultural context of the commercial.

            I choose the benevolent community because it’s about Americans helping those in need. The commercial depicts the farmer as being hard working, religious, family oriented and most importantly selfless. As American’s is portrayed that we need people like this so our communities can thrive. This commercial exemplifies the social and cultural qualities that a person has to embody before being a successful farmer.

Discuss how any of Marwell & Schmitt’s Taxonomy of 16 Influences relates to the commercial’s objectives. What are the objectives?

            Moral appeal is very strong in this commercial since it is based on family and religion, the foundation of how America started. This commercial shows the beginning of the American dream, and you want to support that, don’t you?

Apply how the motivational process premises (remember, there are four) create the appeals presented in the commercial.

                Needs: Ego gratification is shown in this commercial targeting the farmers and their families. This commercial makes them look really good, and I am sure it appeals to them. Pride is a powerful emotion. It uses their attitudes towards their religious beliefs to make it seem like they are needed and called upon giving farmers a sense of importance, and once again pride. Lastly the commercial is very reassuring creating consonance in the farmer that he or she is on the right track in life and that buying the truck would only further them.

From a “Needs” premise, which of Packer’s compelling needs best relates?

            Sense of Power! The truck will make a farmer feel more powerful which will result in making them feel safer and successful in their business. Everyone needs reassurance.

From an “Attitudes” premise, what values are extorted visually to resonate within the attitudes, beliefs or opinions of the audience?

            Attitudes towards religion and family are strongly exemplified and glorified in the commercial. The ad shows the best and most heartwarming of both sides of the spectrum in being a farmer which creates warm feelings in the viewer. This creates pride in the community, religion and value of family. This makes the truck the mascot.