Response to Assessment 0ne
- Identify what you feel are the ethics of the presentation. What does the narrator lend to its ethics?
Paul Harvey, the narrator, lends a sense of honesty and truth to the ethical perspective of farmers. Harvey has been a trusted radio spokesperson for several decades. His ideals are reflected in the narration: a belief in God, hard work, and the betterment of humanity. The images presented alongside the narrator, show hardworking, weathered, strong farmers and their families. The ethics of this commercial is that farmers are dependable hard working and have good values. They are tough but fair and compassionate.
Paul Harvey’s voice and the images in the commercial reinforce old-school American values that shaped the nation. The images remind us that we want someone that can shoe a horse and then haul bundles of hay, knowing that the job needs to get done without being told. These are values that are reinforced with religion and are passed on to the next generation, from father to son. The son internalizes the values and then follows his lead.
- Identify central and peripheral route attempts of the film.
The Central Route is the path of instilling strong values. Religion and faith are tied together with the ethic of hard work. Images of church, and country are displayed together, implicating God’s country and God’s people.
A Peripheral Route gives perspective of farmers giving all their time without complaint. Religious values surface again as it ties in with family. Family ties in with the farm. Everyone in the family is helping to make the family farm successful and sustaining.
- Define the proofs - pathos, logos, and ethos - that function in the narrative.
Pathos leads us to empathise with the farmer. We see that he knows what needs to be done. He works hard and uses what he has, but sometimes that is not enough. The farmer looks tired and worn out, with nothing more to give. He is on his knees in a church, hands clasped and head bowed in humbleness. Faith carries him the rest of the way.
Logos is illustrated in the value of dependability. Seasons change to offer new life and repetition to the cycle each year. LIfe continues despite occurrences of low yielding crops or an animal’s death. The farmer carries on with each season and adapts to the changes. The one thing the farmer can count on is that the work never stops.
Ethos tells that for a farmer, hard work is its own reward. The farmer’s role is “caretaker”, not of just the fields, but also of animals, community, and family. Complaining is pointless as it doesn’t change the conditions. The ethics the farmer has are hard work, hope, trust, faith and a belief in higher power.
- Discuss the epistemic perspective of the proofs you've identified and how these function to reach the communicative effects of the film.
Epistemic Perspective is a philosophy and knowledge of the life one lives by. The farmer is seen as a hardworking man with a faith in God. His philosophy justifies the long hours and hard work he puts in each day, knowing he is doing all he can and leaving the rest to God.
- Discuss the narrative perspective of the proofs you've identified and how these function to reach the communicative effects of the film.
The film takes on a mythology aspect. If you have a religious background then you will see the meaning of the role “caretaker” as the steward of living things. Community is reinforced with the idea of being selfless and doing everything you can for your neighbor, asking nothing in return. The caretaker is tough and compassionate when needed. He is a family man, passing on to the next generation of farmer, the knowledge and traditions of his ethos pathos and logos.
- Identify one of Reich's cultural parables in the social and cultural context of the commercial.
The Benevolent Community involves neighbors and friends working together. They are people who help all those around them in the attitudes of generosity and compassion.
No one is telling the farmer to get up at 4 a.m. to milk the cow and work the field. He puts the needs of others over his own. He is proud of where he comes from and what he stands for. His patriotism shows in the form of providing for his family and others through the work that he does as a farmer. Compassion is shown as he cares for the animals, tends to their needs and stays with them in their times of sickness and death.
- Discuss how any of Marwell & Schmitt's Taxonomy of 16 Influences relate to the commercial's objectives. What are the objectives?
The objective of the commercial is to draw appeal towards a brand name. Moral Appeal is used as they create a moral framework. They tie all the qualities of the farmer - the dependability, hard working, ethical, faithful and patriotic - wrapping them up in as the qualities everyone admires and trusts, and then transfers that appeal towards their brand or product. Positive Altercasting is used in the undercurrent objective. By tying these moral qualities to a farmer they attempt to instil a sense of loyalty in customers, in showing respect for the farmer and reflecting the ethics and values of the farmer in its own brand.
- Apply how the motivational process premises (remember, there are four) create the appeals presented in the commercial.
Emotions are The Second Process Premise. Two emotions that resonate through the film are Pride and Happiness. The farmer can be happy that he is doing his job. He takes pride in his work. Teaching skills and values as he passes on a legacy to his son. These elements of being a farmer give him joy and happiness, as he is providing for his family and the larger community. The commercial reminds us that all of us have these qualities as it states, “to the farmer in all of us”. We too can take pride in being God fearing patriots that help build our nation.
Love Objects help motivate all of us. In this case the love is central to the farmer’s family. Additionally the farmer has a Sense of Roots. This sense comes from being part of the community that the farmer and his family live in. He passes on his roots to his children and gives them an internal reward that they can all take pride in. As he passes his values to his family, and passes on his work to the next generation, he ensures a sense of immortality.
- From a "Needs" premise, which of Packer's compelling needs best relates?
Packard's "Compelling Needs", the first process premise, shows the farmer doing his job. In return his work gives him emotional security. The need to do a good job motives the farmer from within. He answers to no one but himself, therefore the satisfaction he needs comes from knowing he did a good job.
- From an "Attitudes" premise, what values are extorted visually to resonate within the attitudes, beliefs or opinions of the audience?
The Third Process Premise includes attitudes, beliefs and opinions. The farmer’s attitude is reflected is his religious beliefs which become the foundation of one's opinions. to believe in something greater then yourself and if you do good you the person will be rewarded
The Functions of Attitudes include Cognitive influences, Emotional influences, and Behavioral influences. The commercial gives us a view and opinion that the farmer has faith in something greater than the self. Sacrifice is established in the farmer as he suffers and puts in long hours for the better conditions of his crops, animals, and community.
The attitude is that farmers have faith and values leading to the belief that hard work is it’s own reward. He’s not saying “look what I did”, as to draw attention or glory to himself, but rather, “this is what is expected of me and I did my best”.
