On Reading a Video Text

In his article, “On Reading a Video Text” Robert Scholes emphasizes the change which video text have imposed on our everyday life. He claims that “it is important to realize that many Americans are not without culture; they simply have a different culture (Par. 9).” In addition, Scholes also states the importance to have the ability of “critical analysis.” He asserts that “before moving on to the consideration of a more complex textual economy, we would do well to pause and consider the necessity of ideological criticism (Par. 10)”.

By using an 80’s Budweiser commercial as an example, Scholes observes that the advertisement is using several important techniques to connect with consumers. Scholes describes the commercial in detail as it focus on a baseball hero’s life story in a total of twenty-eight seconds. Since the ordinary young man works hard in a minor league from a small town who gets his chance for success, Scholes makes his point on how hard work will pay off in America no matter who you are or where you come from. The young man is acknowledged and accepted by the manager who toasts with a bottle of Budweiser beer in the end. By means of baseball as a popular American sports, the consumer can relate with the emotion especially the chorus in the background singing “You keep America working. This Bud’s for you (Par. 3)”. Basically, in Scholes view is that the marketing professionals are not only making text into films to maximize the pleasure of understanding of the content and product; furthermore, they use the video texts which consumer can relate or are familiar with through their belief and value system that they apply to their lives, in which technique Scholes called “cultural reinforcement.”

A powerful commercial like this one which is not only selling the product, with the deeper “culture reinforcement” approach, it can sell you a certain belief and value. As Scholes says “it surely sells the American way first and then seeks to see its brand of beer by establishing a metonymic connection between the product and the nation (Par. 8).” Scholes is right that critical thinking skills are imperative as we are exposed to much more video text in this day and age. As we are easily influenced by what we see, we need to wisely choose what we eat, drink, use and wear with more awareness and considerations. Our choices impact our images as our images represent our lifestyle, characteristics and a culture.