The main message expressed in the Dodge Ram Truck "Farmer" commercial is that people who drive the Dodge Ram pickup truck are hardworking men with many great qualities. This messaged is expressed through video clips, pictures, words, and they are all used to give you a certain feeling that you need this truck. The Dodge company wants to make you feel like you are this type of hardworking, true American, farmer-like man and that because of this you need to get a Dodge Ram pickup truck. They also try to make you feel like you need to prove you are this kind of man and that the only way to do this is to drive a Ram truck. 

There were many techniques used in this commercial to attract the viewers but one major one was the repetition of words. This is a technique used in poetry a lot that emphasizes an important aspect in what you are reading or seeing. In the commercial the narrator would describe a man with great qualities and skill and then at the end say the phrase "so god made a farmer." The repetition of this phrase was used to really get it in your head that farmers are these hardworking, great men and they use Dodge Ram trucks, so if you think you are as hardworking and great as them or even better, then you should be driving a Dodge Ram. The more they use this phrase the more you get convinced and that is why it is an effective technique in getting the average guy to buy their product. This goes back to the meaning of the commercial of how they try to convince you that driving a Dodge Ram will make you a real man.  Another important technique used in this commercial was the coloring of the images. Some images were put in black and white or a color tone that looked like it was from older times. This was used for the look of authenticity and to give the viewer the idea that driving this certain truck is an American pastime. It causes the viewer to think that for a long time, hardworking, American farmers who have driven the Dodge Ram have been successful in life and that if you drive one then you will also be a successful man. Another thing that symbolized this old, authentic theme was the tone of the narrator. His voice was from an older man and was made to sound deep, bold, and commanding, like a true leader. It is almost made to seem like he is telling you you have to get the Dodge Ram. This technique relates back to the main point that they are trying to make you feel a certain way and that you need this truck to prove that you are that kind of man. 

Another thing the commercial uses to attract the viewer to the Dodge Ram is the pictures and video clips shown all throughout it. All of the pictures and video clips shown in the commercial visualize qualities of a good man. They show hard work, family life, and tradition. These qualities are all things most men want to show and the commercial wants to give you the feeling that driving a Dodge Ram will show that you have these qualities. Some of the pictures that suggested these things were pictures of men welding and carrying huge hay bales. There was clips of dads with their sons and commentary that said their son wanted to follow in dad's footsteps and be just like him, these definitely show family and tradition. These coincide with the main point and how they try to convince you that driving a Dodge Ram pickup truck will prove you are this kind of man. 

The main point of the Dodge Ram "Farmer" commercial is to make you think you are a hardworking, good-qualitied man who needs to drive the Dodge Ram because everyone who drives one shows these great qualities. The commercial does this buy using, images, colors, and words all to get the point across. The commercial gets you locked into thinking you need the truck without you even realize they are doing it. 

