Rhetorical Analysis—Jeep® “Whole Again”

Jeep does a great job of appealing to America’s emotions (pathos) in this commercial.  This commercial specifically targets Americans because it focuses on the United States Army and soldiers deployed overseas. 

            The commercial starts out with a quote from Oprah Winfrey who narrates the commercial.  “We wait.  We hope.  We pray.  Until you’re home again.”  Immediately the viewers of this commercial know that she is talking about soldiers.  This appeals to our emotions because Americans feel for the soldiers overseas and for their families.  We as Americans feel great pride and nationalism. 

            The commercial then goes on to portray the loneliness and absence a soldier’s family feels while he is away.  There are empty seats at the dinner table, lonely wives at night, and man’s best friend waiting for a walk. 

            Then we get out first sighting of a Jeep.  A soldier climbs into the Jeep and it takes off towards home.  Shown along with the Jeep are roads lined with American flags, banners thanking soldiers for their service, and even the Captain America symbol stamped on the hood.  The Jeep is made into the symbol of patriotism in this commercial.

            Then Oprah says, “When you’re [our troops] home, we are more than a family.  We are a nation that is whole again.”  Everyone can connect with this statement.  Even Americans who are not in the army or do not know anyone in the army still want our soldiers home safe.   The Jeep even says “safe returns” on the side.  No one in America wants to see our fathers, mothers, sons, and daughters off in another country fighting in a war.  We all want them safe with us.   

            A Jeep then drops off a female soldier, presumably delivering her home.  The words “Proudly supporting our nation’s heroes” appear.  Jeeps were first an army vehicle and have been literally supporting soldiers (delivering them supplies and transporting them out of harm’s way) since their creation. 

            Then a Jeep is seen driving away with “the best of what we’re made of” displayed next to it.  This signifies that the best of what America is made of drives a Jeep ,which they are implying are soldiers.