Farmers are known for many traits, like dependability and hard work, which is the reason Ram Trucks chose to compare themselves to farmers. Ram Trucks saw that they would be able to get viewers to pay attention to the commercial if it was a heartfelt video with meaningful narration to go along with the pictures. They want people to view them the same way that they view the farmers, as strong and dependable, which is why they used the "So God Made a Farmer" speech. Ram Trucks is trying to sell the viewer not only a truck, but a family tradition through the use of farmers rather than their own product.

Rams Trucks created a very unique way to portray their product and company. This commercial is composed of pictures rather than a recorded video, yet contains a story regardless. Each picture contributes to the main message that farming families are strong workers and dependable, which is what Ram Trucks want their consumers to think about them. A few of the pictures that stand out are in black and white, while the pictures are of older men that look like they have worked hard their whole life. The first picture (0:19) is an older man that is leaning against a pole, and he looks like he has been working hard on his farm since he was old enough to help out. The next image (0:53) is another older gentleman with the same look of a man that has worked hard his whole life. In both of these pictures, neither of the men are looking at the camera. They are both looking off into the distance, which in the context of the video, makes them appear to be tired yet more than willing to go out and finish the job for the day. Because the viewer is unable to see their faces, it creates a deeper feeling of connection than if the men were staring directly at the camera. With both men looking away, the viewer is able to place themselves into the farmer's shoes and see themselves as these hardworking men. Using black and white in these pictures make them appear older than they are, yet also creates the feeling of accomplishment for all the hard work that these men have done in their lives. The background of both pictures are also out of focus, yet slightly darker than the men themselves. This shading is used to make the men more in focus than the area surrounding them. It is used to portray the point that these men are brighter than their surroundings and are stronger for being brighter. Ram is able to incorporate those feelings that these men bring to their viewers, and make the viewers associate that feeling with their company and products. They used these men because they look like they are dependable and hardworking, which the viewer will now associate with the Ram Trucks.

The narration of this video is how Ram Trucks really gets people to watch the commercial. The speech that is given is a very heartfelt speech about how hardworking farmers are, yet they are also very devoted to their families. This is the image that the Ram Trucks company is trying to create with the narrative about farmers. The image that the truck is more than a simple truck, it's a family bond. " ... when his son says that he wants to spend his life 'doing what dad does'" (Harvey). The Ram Trucks company is using this speech to create a sense of family. The company is using the family bonds that are shared through the speech to create a connection to the farmer's family and Ram Trucks. They create the image that the son will be like the father in his job, so if the father has a Ram truck so will the son. Ram Trucks end the commercial with the words "To the farmer in all of us" which supports the idea that the company is using the dependable and hardworking farmer image to parallel those traits with the trucks. This quote was placed directly over a truck and in the background of the image is a large farm. This image is all in color and brighter colors than the other images in the rest of the commercial. This is to show that at the end of all the dark, almost sad images of the past, there is a lighter future for the next generation of farmers if they purchase the Ram Trucks. The commercial never once narrates to buy the truck, nor does it show new trucks, except for the last truck which is obviously new. The new truck is the reason that Ram Trucks created this commercial, yet it only appears at the end, which gives the viewer more time to compare themselves to the farmers. That comparison makes the viewer more likely to want to buy the truck that all the farmers drive. This is to make the impact of the message that the farmers have the same characteristics, like dependability, as Ram Trucks. 

Ram Trucks is not trying to sell the viewer a simple truck, Ram Trucks is trying to sell a family tradition that will be passed down for generations. The commercial doesn't make the truck the main object of the video. In most pictures, the truck is just one of the background objects that isn't truly noticed except for in passing. The first truck (0:23) that is seen in the commercial is just sitting in front of a large barn while another truck (1:36) is shown while a farmer is throwing bales of hay from the back. The trucks, while not the main image, are used to subconsciously make the viewer aware that trucks go hand in hand with farmers. They are using the trucks that are in the background of the pictures as an icon even though the main point of the commercial seems to be about farmers. While the viewer is hearing and seeing all these wonderful traits about the farmers, the trucks that blend into the background are also being seen and thus being associated with all the great traits the farmers are being labeled with. This makes Ram Trucks more attractive to the viewer once they see, at the end of the commercial, that this company supports the farmers and believes that everyone has those traits in them.

Ram Trucks used may different types of pictures and narration than most of the other car or truck commercials on the television. They created a commercial that would make the viewer stop and listen to what this company had to say. Ram Trucks also created the perfect person in farmers while also making it so that their truck would also be associated with these seemingly perfect people. They were able to use hardworking, dependable, family men to make their product look like it belongs with any man that had the same traits as the farmers did. Ram Trucks was able to make the viewer want to buy their product without ever telling the viewer to buy their truck. 

