Taylor's analysis of Scholes' 'On Reading a Video Text'

http://www.youtube.com/watch?v=NG6KG6YWgQM

In the article, “On Reading a Video Text” by Robert Scholes, Scholes discusses the idea of ideological criticism. He explores the idea of looking a video texts, otherwise known as commercials or advertisements, from an intellectual standpoint by criticizing them in order to further analyze the meaning of them much like other texts and articles we read. Scholes believes that the only way to take something seriously is by criticism and not just by accepting what it says on a surface level. In his article, Scholes looks at a 28 second Budweiser commercial that tells the life story of an African man who is pursuing being an major league baseball umpire as a career. Although it doesn’t tell the whole story in detail, we get the just of how he had a rough time growing up and didn’t come from the richest family and by working hard and pursuing his dream he can go on and live what we know as “The American Dream”. Scholes discusses the story of “talent triumphs most easily over racial and social barriers” and how this is a story that every American has been told over and over again. Scholes says “We root for the umpire because we want the system to work- not just baseball but the whole thing: America.” This is where the idea of ideological criticism comes in. Scholes believes that because of American culture and ideology, us Americans can easily make inferences and put together the story based on a 28 second clip with certain elements to then a specific music to set the mood. He feels that we can do this because certain stories and archetypes are embedded into our culture and in ourselves.

In this Allstate commercial, it is talking about the recession that has currently, or still is, effecting America today. It looks at it all the positive aspects of the recession instead of the negatives. It is narrated by Dennis Haysberg and plays very inspirational music in the background. It tells the story of average middle class Americans living an average life. It tells the people of America that the recession just empowered us to build more efficient cars, live in “houses that are meant for living in, not for showing off”, “to remember that living well, meant living within our means”, and to realize that our possessions aren't as important as the ones we love. It reminds us to protect our loved one by “putting them in good hands”, as Allstate most commonly reminds us. This video text doesn't merely sell you Allstate insurance, but instead the idea that in the end everything is going to be all right and turn out for the better in dispite of the hard times we find ourselves in today. As an ideology in American society this ideal of “everything is going to be alright” and reassurance is what the average American strives to hear when in a time of difficulty and recession. By doing this, Allstate reassures you that although we are in a recession, good will come out of it. Allstate acts as a big brother almost and gains the trust of the middle-class American, therefore making you want to buy their insurance because they were the ones who told you everything is going to be alright. By being personable and making you feel comfortable the instantly sell you on their ideals and get you to buy their insurance.