John Deere's Have the Soft Touch

In: English and Literature

Submitted By drakegett
Words 728
Pages 3
John Deere’s Have The Soft Touch
Power steering was invented in 1926 by Francis W. Davis, and first installed in a commercially available car in 1951. Shortly thereafter John Deere quickly developed their own power steering system and installed it in their Model 50, 60 and 70. John Deere first advertised this fact in October, 1954 with the caption “Makes Driving a Soft Touch” next to a picture of a kitten very easily steering the wheel. This was a huge step for agricultural business’ everywhere. As up to this point you had to be very strong to drive the tractor doing actual field work. At this point in history many farms were small family run farms, meaning that many family members could not do the field work putting a lot of pressure on those members of the family that could. The addition of the power steering feature really opened up the agricultural business and allowed for the modern machines that we have today. The 1950s ad for John Deere that started it all is very clever and convincing in the desired message of “buy these John Deere tractors” through the use of logos, ethos and pathos techniques.
While the John Deere Company does use all three techniques in this ad they mainly focus on logos. The whole ad focuses on how much easier it is to drive the tractor and what a difference it makes on your muscles as well as the time savings. The very first object you notice when looking at the ad is thee kitten driving the tractor and the first thing anyone would think after seeing this is “that must be so easy to drive and if it is easy to drive than it will make my job enormously easier”. The first line of the ad even reads “every time you take the wheel, tireless hydraulic muscles save you time and work”. This one line alone makes the logical part of your brain start to pay attention and think of all the things you could so with the time and work savings. It…...

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