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Marco Romano

Well put. The pastoral image of the farmer vs. the reality of making a living on the farm. Corporate agribiz has done well by Butz's legacy and continues to desecrate the land the extent of which is only beginning to come to light.
But ole Earl King Corn Butz was a great joke teller as we all know now.

Brad Wilson

Yes it's a self serving ad, obviously. But in fact, the presentation is nothing at all like "Marie Antionette dressing up like a milkmaid," an urban wannabe farm, or "sexy Bo Peep costumes." That's just a projection by the author, and a far fetched one at that. Instead, Dodge advertisers expressed a serious, factual sociological and dramatical point about family farm culture. And that was very surprising! Since the rise of farm advertising by agribusiness in the 1960s, there have been tons of fake ads of varying degrees. This is a radical choice by Dodge. It's also radically different with many other superbowl media phenomena, which are sophisticatedly urbane, sensational and shocking. This kind of message is dramatic by it's stark contrast to that.

But then, this does NOT contrast with, (as claimed here,) "the average American's deep-seated fondness for the idea of farming," or the "coupled with a preference for easier, safer, and more lucrative work." It contrasts with massive, severe, ill-informed farmer-bashing (about farm subsidies, etc.) all across the mainstream media. But then it appeals to a desire to overcome urban alienation and again experience an authentic culture food and a "sense of tragedy," (of the preciousness of life, cf. Rollo May), and that very "easier, safer," life. So that's just an opposite and otherwise very different analysis.

Adrian Luca

Hmm...all Jefferson's lyrical waxing about "those who labour in the earth" being "the chosen people of God" makes me wonder who was farming his land, and how happy they were about being chosen for this noble task.

The Gurgling Cod

Here are some other takes Mr. Wilson may enjoy:
Also, as to the claim that "Dodge advertisers expressed a serious, factual sociological and dramatical point about family farm culture.
This is worth a look:


You actually bring up some good points. I'd be curious to talk to a Dodge dealer here in MA (e.g., http://www.goodbrothersdodge.net/index.htm) in a few months to see what kind of effect, if any, this ad has had on consumer perceptions of the Dodge brand.

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