Robert Scholes wrote a article called On Reading A video Text. The article mostly is about how our perceptions of any advertisement is based on our lives and how we choose to view the world. For example, if every time we saw a dog it made us happy than if a dog was on a commercial we would feel happy. These perceptions dictate our views in life. Scholes also touched on the fact that video texts are more appealing then texts of a essay because it has many entertainment components.Another reason video texts are more effective is that they obtain what Scholes calls "cultural reinforcements" meaning that when a person watches others behaving like them they get a sense of belonging. Scholes said about the subject "By cultural reinforcements, I mean the process through video texts confirm viewers in their ideological positions and reassure them as to their membership in a collective cultural body..." I think the reason that he said this was so we understand the commercials manipulate us so we have a sense of belonging. This false sense of unity will, hopefully perused us to buy the product. In videos we have the ability to view spectacular images and hear exciting sounds and becoming caught up in the narrative. After explaining this Scholes went on to analyze a Budweiser commercial and how particularly it is marketed to make us feel a certain way. The commercial analyzed by Scholes started with a black man first trying to make it in the major leagues of baseball as a umpire. It was his fist day and he was being yelled at by coaches of the other team for one of his calls. Then, after words he went to dinner with his wife and the coach toasted made a toast to him, and this was proving that the man had became successful on the team, and implying life in general. Scholes stated that the advertisement was trying to lead us to believe that buying the beer would make us, like the man, successful in our lives. The commercial also, as said by Scholes, would make us feel all American since Budweiser was the "all American" beer. The article was just about why video texts are effictive, and then to examine one.
I analyzed the commercial Dove Evolution. This commercial is about how the idea of beauty is tainted by the media. It starts with a close up of an average looking model without any makeup on. Then shows the her makeup being done professionally changes her appearance. Next it shows her getting her picture taken. After her picture is taken it shows the process of editing the picture. First her neck is elongated, fat taken out of her face, and her face is slimmed down. Her shoulder are moved away from her neck. Her complexion is fixed even more than the way the makeup could have done. Lastly her eyes are enlarged to bigger scale. Then the final image is posted on a billboard outside a busy street. The closing image to the commercial shows the dove logo and proclaims to "stop low confidence". The commercial was made to promote Dove.The beginning of the commercial was to show us that we do have appearances similar to the models, and in fact they do look like normal people. The first image was to show us that we are a attractive as a model looks like in real life. Then it showed us greatly makeup can alter ones appearance. Lastly it showed how after the alterations the picture obtained an other worldly beauty quality. The main reason I think that dove showed this commercial was to make girls more comfortable with themselves. Because many girls long to have beauty more related to model beauty, and by showing models really look normal it enables us to be more comfortable with ourselves. This video text was marketed towards young women, who may potentially buy dove products. Another key component to the video text was that the model alteration were done by another company. So the Dove company was implying that we shouldn't buy products from Doves completion since they show us altered pictures. Dove was also trying to say that by showing a model with the altered beauty that the opposing company is trying to make us feel imperfect so we will buy their products to enrich our looks. Lastly, the commercial implied that Dove does not alter the images of their models so we can always entrust the Dove company to not manipulate us. But, also Dove is pro "real" beauty so they can still help us look better, without sending us forged pictures, and that Dove represents real beauty. They may have also been saying simply, that the consumer can at least trust them to maintain a beauty purity.The Dove commercial "Dove Evolution" was trying to promote us to be happier with our looks, and to promote us to us Dove products in the process.
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