Rhetorical Strategies in Dodge Ram Commercial “To the farmer in all of us” A hardworking famer is someone you can always rely on. In 1978, Paul Harvey, a radio broadcaster gave a speech named "So God Made a Farmer" in a convention of Future Farmers of America, however, during Super Bowl XLVII the speech was used in a commercial by Dodge Ram Trucks. Dodge uses strategic appeals to persuade the audience by using pathos, ethos, kairos and telos. Throughout the commercial, Dodge uses emotional images and the words of the narrator to appeal to pathos, as well as to build the effectiveness to persuade the audience to buy the truck. The images include aims to farmer’s hardworking hands, church, and a proud farmer smiling. The hardworking hands that…show more content… The narrator mentions how God choose the farmer to be his caretaker. God as most believers know is the most trustworthy being. God’s character was used to compare, God’s trust in the farmer and the farmer trusting the Dodge Ram truck to help him do his job. Family was also mention in this commercial familiarize the audience as most people can relate to their families. In this commercial the caretaker was used as to create a similarity. A caretaker gives a sense of someone you can depend on, as this commercial portraying you can depend on the truck.
In addition, Kairos and Telos were also used in this commercial. Kairos was used as the manufacture chooses the perfect timing for the commercial to be aired. The commercial aired during Super Bowl XLVII as many football fans were going to be watching the game. Telos was implemented in this commercial as well; the manufactures main purpose for this commercial was to sell the truck. Yet, it did not seem they were pushing to sell the truck by demonstrating compassion to the farmers, a making a point on how reliable the truck is in comparison to the
