Some recent Super Bowl advertisements have spent very little time mentioning any

Question

Some recent Super Bowl advertisements have spent very little time mentioning anything about their product--or even the name of the company. In particular, the two-minute long Ram Trucks "Farmer" commercial (http://www.youtube.com/watch?v=AMpZ0TGjbWE) had only a few brief and almost unidentifiable views of their product until the last ten seconds of the commercial. Further, the name of the company was only mentioned in the last five seconds of that commercial.

Explain why this commercial demonstrated the concept of signaling described in the textbook. In other words, why should consumers be convinced that a Ram truck is of high quality because of the airing of that commercial?

Explanation / Answer

I think the message is "we understand what a difficult life a farmer (or anyone) has, and our product is designed to help make your life easier and more productive (which of course implies high quality)"

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