This seminar paper will comprise three parts. First, in order to provide a basis for the
upcoming analysis, there will be a theoretical part, containing general facts on myths
and rurality, as well as two specifically addressed rural myths. After that, there will be
an application part in which the afore-mentioned rural myths will be applied to Ram's
'Farmer' commercial. Finally, there will be a chapter on the negative side of this
advertisement, addressing some ofthe arisen controversies and problems.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Rural Mythology
- 'Rurality' and 'Myth'
- The American Farmer
- The Garden
- Rurality As Depicted in Ram's 'Farmer' Commercial
- Controversies and Problems
- Minorities
- Rural Utopia vs. Reality
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to analyze Ram's 2013 Super Bowl 'Farmer' commercial, exploring the myths and promotional notions about American rural life that it employs. The analysis will examine how the commercial portrays a seemingly harmless picture of American farmers and farm life, while potentially overlooking or downplaying the realities of rural existence. The paper also aims to shed light on the controversies and problems associated with the commercial's representation of rurality.
- The role of myths and stereotypes in shaping perceptions of rural America
- The commercial's portrayal of the American farmer and farm life
- The discrepancies between the idealized image of rural life presented in the commercial and the realities of contemporary rural America
- The impact of the commercial on the understanding and perception of rurality
- The potential for the commercial to perpetuate existing inequalities and challenges in rural communities
Zusammenfassung der Kapitel (Chapter Summaries)
The paper begins with an introduction that sets the context for the analysis, highlighting the significance of the Super Bowl commercial and its role in shaping public perceptions. The second chapter focuses on the concept of rural mythology, defining 'rurality' and 'myth' and examining two specific myths: the American farmer and the garden myth. This section provides a theoretical foundation for the subsequent analysis of the commercial. The third chapter will analyze Ram's 'Farmer' commercial, applying the theoretical framework established in the previous chapter to decipher the myths and promotional notions embedded in the advertisement.
Schlüsselwörter (Keywords)
The key terms and concepts addressed in this paper include rurality, myth, American farmer, garden myth, representation, rural studies, commercialism, Super Bowl, and rural America. The paper explores the intersection of these themes to analyze the commercial's representation of rural life and its potential impact on public perceptions.
- Citar trabajo
- Matthias Köbrich (Autor), 2013, The Representation of Rurality as depicted in Ram's 2013 Super Bowl 'Farmer' Commercial, Múnich, GRIN Verlag, https://www.grin.com/document/231865
