Advertisements try to draw you in, whether it is hooking you with a song you’ve heard, or with images of good looking people, landscapes, or food. All advertising does is try to get you to buy their product, no matter who it is. The use and play on our emotions as the advertisement plays on is one of the most powerful tactics that a business can do when advertising. Our way of thinking is decided up into two categories, system 1 thinking and system 2 thinking. System 1 thinking is an intuitive way of thinking, these are thoughts that do not need to be expressed by words. It is fast to react and learns through repetitive experience over time. System 2 thinking is a slower way of thinking that is more analytical and and rule-governed. (Orlando Wood, How Emotional Tugs Trump Rational Pushes: The Time Has Come to Abandon a 100-Year-Old Advertising Model) Advertising targets the system 1 way of thinking because we as viewers have quick responses to the images and music we hear in a commercial.
“Think back for a minute and try to think of anything that you’ve purchased where your emotions haven’t played a major part in the decision process. We use our emotions to help visualize ourselves benefitting from the purchase of a particular product or service. When was the last time you bought something that there weren’t any emotions attached to the purchase?” (Williams, Emotional response Marketing- The Key To Producing Results!) People subconsciously make connections in their brain everyday. These subconscious bridge ways that our brains form are one of the things that the advertisers are going for. When we hear or see something that makes us feel a certain way we think about all of the good or bad memories that come along with it. This commercial by Dodge Ram emphasizes the pain and hard work we as americans have to do. At the same time it makes you feel happy because you are working for everything you have. This instills gratitude and a feeling of achievement. The narrating voice in the background has a low mono tone voice. A voice that paints a picture of a weathered, wrinkled, old, wise man. A man who works and provides for his family. It glorifies farming, not large scale industrialized farming, but small local farmers who consider their farm their livelihood. “It is a hierarchy-of-effects model, assuming that we move from unawareness to awareness, from awareness to understanding, from understanding to persuasion, from persuasion to purchase.”(Orlando Wood, How Emotional Tugs Trump Rational Pushes: The Time Has Come to Abandon a 100-Year-Old Advertising Model) This quote shows the way of thinking that goes through our minds when we watch commercials. We see the object being sold and think about how, in some way, they could make our lives better. The advertisers use pathos to grab a hold of us. They use our emotions to keep our eyes glued to the television screen. We feel sad, happy, angry, ext. about the scenes that we see in the commercials. In the God Made a Farmer add, emotions such as pride, happiness, gratitude, and nostalgia rush into our bodies. The pictures of farmers that have been working their whole lives but are happy with what they do makes the audience want to be there with them or to be an American farmer.
The word cloud has the important words made bigger such as familiar, experience, attention, past, events, and so on. These words are some of the actions that goes though our head when we see a commercial the triggers an emotional response. This commercial connects the farmer to the american made car. The advertisement subconsciously links the american farmer, who works hard and doesn’t live a lavishing life, with the american truck, made for middle class families who need a work vehicle. This initial instinctive “emotional” response determines three things: how much attention we will pay to the event that triggered it, what our conscious response will be, and how deeply our memories of the event will be entrenched. (Brown, Emotion in Advertising- Persuasive, Yet Misunderstood) Advertisers try to find a way that will hook us to ensure that we keep watching the commercial and hopefully buy the product. This advertisement is directed to farmers but also to middle aged men, young men who aspire to own it, and the hard working American.