“I will get up to walk the dog at 6:30 A.M. I will shave. I will clean the sink after I shave.” Do these tasks sound amusing? Not so much; however the reward of doing these lackluster tasks, is driving a Dodge Charger. In the 2010 Super Bowl commercial, the Dodge Charger seems like the only thing in these men’s life. In this advertisement, we can point out Toulmin’s logic throughout it. We can see the claim: that the Dodge Charger is “man’s last stand” – the support: that the Dodge Charger is a great car – and the warrant: that men love the Dodge Charger.
Toulmin’s logic is a great resource that can help any writer, advertiser or anyone that wants to convince people into your argument. It has three major points needed to get the point across to consumers. In this commercial, Dodge uses activities that seem very unappealing to the men featured in the commercial. Things like “saying yes when you want me to say yes, is viewed as a very unattractive thing to do. According to the commercial, because they perform these endeavors, they can get to drive the car they want to drive – in this case, the Dodge Charger.
“I will watch you vampire TV shows with you. I will put my underwear in the basket, and because I do this, I will drive a car that I want to drive.” This statement is made during the scene where the black, slick Dodge Charger roars down a road. It is, at least for some men, an attractive car that is extremely appealing. The support may be unclear when the video is watched the first time. For the most part, the support is not verbal. By the way the car roars, and the convincing argument given by the actors, it is pretty obvious that the Dodge Charger is a wise choice. Something that I particularly liked was the expression on the men’s faces while the announcer was talking. It really showed how unappealing the tasks are, but they do it all just to be able to drive the car of their choice – the Dodge Charger.
The warrant can be seen as unexpressed, but in a way it can be expressed. Without saying all men want to drive the Dodge Charger, the ad and its actors are seemed to want to drive the car. The way the monotone voice describes the activity and the facial expressions of the actors look, obviously makes the tasks mentioned almost seem like they are forced to do them – as long as they get to drive the car. Another warrant is that the tasks they describe to make driving the Dodge Charger more appealing, are unattractive. I know some guys who like vampire TV shows and don’t complain about it. It all depends on the person and what the person thinks of the actions.
Clearly, the Dodge Charger 2010 Super Bowl ad is a commercial worth watching. Whether it is for the kicks and giggles, or for the love of the Dodge Charger. The claim is trying to prove that the Dodge Charger is man’s last stand. They try to persuade the audience that this is a manly car, and that beyond “cleaning the sink after I shave” there is a car that cancels out the silly tasks. The support is in the list of actions the guy must perform to be able to drive the Dodge Charger. The claim and support are almost identical in which they both try to convince the audience by the testimonials the men must perform. The Warrant is the fact that men like to drive the Dodge Charger. It also can be that fact that not every task mentioned is dreadful to perform.
This ad produces a mediocre example of Toulmin’s logic. Even though it has strong humorous points dedicated to the struggle of men, the Dodge Charger ad can only be somewhat of an argument. It is clearly bias, and directed toward men – hence the “Man’s Last Stand.” For me, the ad successfully persuaded me in wanting to buy the Dodge Charger, from its funny, lifeless actors, to the roar of the car flying down the street. The question is, did it persuade you?