The realization of their dream and aspirations requires immigrants to manifest courage and express attributes associated with heroism to save themselves from their oppressive present and future. The assertion of courage is supported by the imagery of the goodbye kiss on the forehead by the mother to her father and the hug between the grandfather and the granddaughter. These emotion filled instances are representative of detachment from familiarity and pursuit toward a better future for their families and themselves. It is disheartening for the audience to witness the separation of families in the hope of achieving the American Dream which cannot be guaranteed to all immigrants. The distinctive feature of immigrants is their understanding of the true meaning of sacrifice at the expense of familiarity. At the beginning of the commercial the daughter answers with a simple “Si” when the mother asks if she is ready. She is saying yes to challenges, resilience, and fortitude and committing to a dream. The commitment to a better life reinforces the notion of faith and hope which establishes an assertive and insistent tone on behalf of immigrants.
Immigrants are portrayed positively and given the identity of industrious and sedulous individuals who take responsibility of their fate through committing to improve their lives. The rhetor implies a particular connection between immigrants and 84 Lumber workers. Both are portrayed to possess diligence and fortitude, characteristics that comprise the American spirit and contribute to the country's identity as a melting pot of exceptional work ethic. The CEO of Lumber 84 succinctly said, “The journey of the mother and daughter was a demonstration of the human spirit — grit, determination and hard work." 84 Lumber chose to portray immigrants in this light to show parallels to their own identity and values and express an attitude of acceptance toward anyone who simply aspires to thrive. Their main objective was to depict 84 Lumber as a "company of opportunity" to those who are willing to undertake the challenge of hard work. If immigrants choose to risk their lives crossing dangerous terrain on the pathway to a better life, 84 Lumber wants to laud that resilience and accentuate this attribute to many Americans who have a tainted view of immigrants and their intentions.
The "Entire Journey" is the title given to this commercial by 84 Lumber. The diction of "journey" can be associated with trials and tribulations that require the power of endurance and determination because this experience can be traumatic and horrific. The route can be tainted with death from dehydration and starvation and individuals are at risk of enduring the cruelty of immigration officers indicating that the route is not foolproof. Why would immigrants subject themselves to this emotional torture? They have faith of a better tomorrow, faith that "si se puede" (yes we can), faith that sacrifice is rewarded and faith in humanity. The commercial chose to focus on will, the drive, and the passion epitomized by immigrants to subject themselves to an unpredictable journey of suffering and self deprivation. They incorporated snippets of the journey, such as the truck ride, the moment of the daughter's dehydration, the agonizing walk through the water, the storm, and the dessert to display a pathetic appeal and engage the audience in their journey, to make the audience feel the distress and uncertainty. Critics might argue that there is a fallacy in not accurately portraying the journey, but the audience must keep in perspective that the commercial is not a documentary, but an effort of a brand to attach its product to a social issue to raise awareness and open the discussion of immigration in the corporate world. 84 Lumber chose to address a controversial issue knowing it generate a broad spectrum of responses from praise to criticism in order to create a memorable message.