It's Not Pollution, It's Horsepower

Scherf Montgomery

“Trophies. Nice for sticking on the wall and in your buddies’ faces.” This is the phrase branded deep into a slab of wood in an advertisement for the all-new heavy duty Dodge Power Wagon. This truck is a trophy in its self and makes others jealous. This Dodge Ram is only for Real Men. Real Men whose livelihoods depend on dragging eight-ton trailers from job site to job site and loading down their trucks with ATV’s and ammunition; real men who would never be seen dropping a dead goose and their gun in the trunk of a Prius Hybrid.

This truck was voted Motor Trends 2010 truck of the year and is said to be, “the most capable off-road truck.” The advertisement shows a man dressed in camouflage, hunting and stalking his pray while his big truck sits in the background caked with mud and dripping with pride. The truck comes with BF Goodrich All-terrain tires for traction and rugged terrain, a 12,000-pound Warn winch to help get you out of any mess, and comes with four doors so its family friendly. As with all things with men whoever has the biggest is the “best.” The Dodge Power Wagon is a big truck, with a big engine, and enough power for both work and play. The Power Wagon comes with a packed 5.7-liter V8 iron block and aluminum heads, port fuel injection Hemi; which in real man terms is extreme power. The truck is loaded with front and rear locking differentials, which helps tremendously with traction while off-roading. This truck is the ultimate work and play vehicle.

According to this advertisement, real mean must be, rugged, rough, and ready for anything that is thrown at them. In the full two-page image it shows a man hiking in Wrangler jeans, camouflage jacket, boots, and a backpack with a giant elk rack. It’s the symbol of the ultimate man, he is alone, rugged and supplying his own food. He is being adventurous away from his home, and going back to his primitive senses. The colors in the advertisement point out the rugged terrain with the grey sky and dusk lighting. No sunshine translates into seriousness and that no matter what the day is like the man will not back down. Next to the truck there is a jagged rock pile signifying that the truck can conquer anything. This truck is the ultimate vehicle fit for the rough and rugged man life.

Men like the truck, must be ready for adventure and the unknown; the 12,000-pound Warn winch represents this. A winch is used when you are alone and the only vehicle. When your vehicle becomes stuck you can tie the winch to a tree and pull yourself out, which is very convenient if you are far out in terrain with no other vehicle to help. In the advertisement, the truck is loaded down with and off-road ATV so when the terrain really gets rough you can explore it more. The Dodge Power Wagon is for the adventures man who will take chances on and off the road.

Men and Dodge Power Wagon owners should take risks and be a outdoor enthusiast. The advertisement shows the man loading a huge Elk with a vast rack into the back of his truck. The man feels empowered to be able to take an animals life and bring it home to show to his friends and family and put meat in the freezer. Men are aggressive while growing up they get in fights, play in the mud, and end up in the principals’ office once or twice. Its nothing serious just acts of growing up. When that kid grows up to be a man he still likes to play in the mud but now it’s with a big truck. Hunting is fun for men and is a primal male activity shared with buddies. Men like to act aggressively every once in a while and be competitive.

To be able to go out on your own into the wilderness and be your own individual is another trait of a real man. Individualism is shown throughout the advertisement by the man hiking alone with his elk rack on his back because its his personal goal to get it back to the truck and bring it home. The truck is a personal goal that many men want to obtain because it is their truck no one else’s and they are able to do what they please with it.

The 2010 Power Wagon will make friends jealous and your enemies want to be you. The advertisement signifies that you will be better than the man next to you if you own this truck because the things you will be able to achieve with the truck are far greater than they would be with any other vehicle. Men have always been competitive its in their nature. In the end, this truck is built for the ultimate rough and rugged lifestyle and will not take no for an answer in any terrain situation.