On Reading A Video Text

In the article written by Robert Scholes called "On Reading A Video Text" I had a harder time getting the message he was trying to send. He refers to a Budwiser commercial from the early 8o's involving a African American man who had a dream to make it to major league baseball as an umpire. Put together with the right music and just enough to tell a part of his story that as we all watch the commercial we put his story together, most of us making him in to one of "us" that we all cheer for, or relate to with our own hopes and dreams. Watching commercials today and through the years it seems that advertisers were in a way playing with our minds. Selling that warm fuzzy feeling was the ultimate goal of the advertising community, no matter what the product was. In his own words Scholes says " the analysis of video text needs to be taught in all our schools" It the advertising community that plays on this. The "stupider" they think people are more they can sell the warm fuzzy feelings. As time goes on we are getting smarter and realizing these games, if we are going to be taught about video text this would level the playing field and then what would the advertisers have then.