What makes this video so persuasive?
- Identify what you feel are the ethics of the presentation. What does the narrator lend to its ethics?
2. Identify central and peripheral route attempts of the film.
The central route would ascetically appeal the
nostalgic pictures of an old church, of an old farm house; there are many
instances of family in the film which appeal strongly to moral value.
The peripheral speaks to the hard work that any man
would have to do, the artifacts implies strong ideas of the American dream,
working hard and bailing together strong family ties. The speech also pulls
from the strong Christian foundation that our country was built on and mans
desire to better himself, his family and his country. Also, peripherally one
could take pride in the fact we are given the opportunity to be like Adam and
Eve, caretakers of the land and animals.
3. Define the proofs - pathos, logos, and ethos - that function in the narrative.
3. Define the proofs - pathos, logos, and ethos - that function in the narrative.
As Paul Harvey begins his speech with “on the eighth
day God” he is establishing ethos or credibility through mans ties to a higher
power. Pathos is also present in this
term because of the emotional relationship and even gratitude one may have for
God to have created him and in the farmers case given him such a honored
position of looking after his creatures. Pathos would like stated above speak
to our idea of being placed as another Adam and Eve to look after God’s
creatures. The part especially about the farmer stopping to bind a sparrow’s
leg illustrates this. Logically Harvey
takes us through all the aspects of a farmer, the routine of milking cows then
going to a school board meeting; here he clearly backs up his claim of a farmer’s
importance.
4. Discuss the epistemic perspective of the proofs you've identified and how these function to reach the communicative effects of the film.
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 value of the artifact is highly
important here; in both Harvey’s speech as well as the video we see a continual
build of an argument about the importance of consistency, hard work, and
family. As Paul begins on the eighth day God needed someone to look after his
planned paradise so God made a farmer. He goes on to talk about all the qualities
He needs to look after His earth and then states that a farmer fulfills each of
them. The very fact that Paul Harvey reiterates “so God made a farmer” points
to his desire to takes us down a path of logic as to the farmer’s importance
5. Discuss the narrative perspective of the proofs you've identified and how these function to reach the communicative effects of the film.
5. Discuss the narrative perspective of the proofs you've identified and how these function to reach the communicative effects of the film.
The narrative nature of this artifact is what makes it so strong. Paul Harvey is extremely talented in the crafting of his speech which instills pride in the position of being a farmer. The film also frame by frame captures pictorially the depth of the words spoken. I would argue the narrative is probably what moved dodge to make such a commercial.
6. Identify one of Reich's cultural parables in the social and cultural context of the commercial.
I would
say that Riech’s parables of the mob at the gates and the triumphant individual
resonate in this artifact. In America we
do see ourselves as the beacon of light of virtue in a world of darkness and I
believe Harvey is also depicting the farmer as the beacon of light who holds
the foundational fundamental of our economy on his shoulder each day. It is the farmer’s high standards of
upholding morality that allows him to become such a defender of truth. The farmer is also a triumphant individual
who works every day relying only on his sweat blood and tears to further his
work.
7. Discuss how any of Marwell & Schmitt's Taxonomy of 16 Influences relate to the commercial's objectives. What are the objectives?
7. Discuss how any of Marwell & Schmitt's Taxonomy of 16 Influences relate to the commercial's objectives. What are the objectives?
In looking at Marxwell and Schmitts taxonomy of 16 attributes, obviously the moral appeal is
prominent; the film does an excellent job at creating moral ground and then
using pathos, and logos, to form a desire to connect with such moral standing.
What ties the speech and the argument dodge is making beautifully is the
caption at the end “there is a farmer in each of us.” This caption purposefully leads one to
reflect on the desire to align oneself with the ideals of a good, honest, hard
working individual.
8. Apply how the motivational process premises (remember, there are four) create the appeals presented in the commercial.
8. Apply how the motivational process premises (remember, there are four) create the appeals presented in the commercial.
In pulling from the first process premise I would say that many are
pulled to create an emotional appeal to the audience. In each of us we desire for emotional
security, reassurance of worth, sense of roots (Packard’s compelling needs),
self-actualization, esteem, and belonging (Maslow’s hierarchy), This Artifact
touches on each of them as each of them can tie together to a moral appeal
within oneself. The second process premise attaches to our desire to have joy,
and pride in ourselves and our work. The third premises which touches on
attitudes, beliefs, opinions hits each as the American ideology hits strongly
on independence, and the desire for aspiration. The fourth premise relies more
on sources of consonance, a farmer has a sense of security due to his
consistency, a sense of reward from working the land and having strong family
ties. The farmer also demonstrates a level of predictability, this could also
be used in dodges benefit from a logos perspective; if you want a level of predictability
you just need to follow this formula in whatever field you are in, one of those
variables being having the right tools, and one of those right tools would be a
dodge truck.
9. From a "Needs" premise, which of Packer's compelling needs best relates?
9. From a "Needs" premise, which of Packer's compelling needs best relates?
From an emotional standpoint there appears to be a bit of affective
forecasting otherwise known as intuition or the prediction of emotion. I do not
know of many that believe that the life of farmer is one of work for the weak,
so admiration and respect naturally are given to one who is a farmer. There
could be a bit of cognitive dissonance, maybe someone is dissatisfied with their
given circumstances and so they reconcile to be different, the strong hard work
of farmer may spark a desire to change and become better. Also for those who are more in line with the
ideals of farmer identification would be present which would re-solidify ones
efforts to continue down the path now plowed.
10. From an "Attitudes" premise, what values are extorted visually to resonate within the attitudes, beliefs or opinions of the audience?
10. From an "Attitudes" premise, what values are extorted visually to resonate within the attitudes, beliefs or opinions of the audience?
In the artifact the attitude extorted visually would have be dodges attempt to play on our desire for family, aspiration, and independence. One can see vivid illustrations of each through the pictures of strong stoic men, of father and son, mother and son, daughter, etc. The pictures of field being plowed in exactness shows a farmers ability to execute exactness, consistency and predictability.
