There are different ways Advertising companies design commercials to sell their merchandise, and they will do anything to accomplish this. In his article, “On Reading a Video Text” Robert Scholes begins by summarizing that video text gives us visual emotion, such as close-ups, and slow motions. Giving it a touch of narrativity combined with music. They apply these methods to the product being advertised to have a better sense of feeling for it, a unique desire to want to buy it. In this case the manufactured article is Budweiser. In the commercial they narrate the story of black man from the provinces whose dream is to make it to Major League Baseball as an umpire. When he finally is in that position he must face a hard decision on a close play call. Withstanding the pressure from the crowd and an angry manager he makes the right decision. Through this passage, we can see a black man fighting for what he wants. Facing racial pressures and even challenging his own integrity. The visual emotion methods come into play being utilized to evidently guarantee that the umpire had made the right call. It concludes when the angry manager “toasts” the umpire with a bottle of Budweiser beer and the commercial elaborating “You keep America working. This Bud’s for you.” This allows people to put themselves in the story and relate to it. Scholes then implies, “We root for the umpire because we want the system to work – not just baseball but the whole thing: America.” Giving us a strong message that talent must prevail over anything, and that it can. This quote also points directly to the American dream (a better lifestyle, a dream that has many opportunities). The idea that with hard work and dedication no matter the circumstances you can accomplish it. Advertisers here are no longer selling their product; they are selling a strong message. “The American dream, a different and a better lifestyle.” Indicating that buying Budweiser will allow you to accomplish all of your goals and dreams. Evidently we can observe here that advertisers fist intent to catch your attention through the emotional story, and at the end it all directs to the product they want to sell you.
Welcome to Our Blog Conversations Beyond the Classroom!
Welcome to our Eng 100 Blog “Conversation Beyond the Classroom”! The title of this blog refers to the community of active readers & collaborative learners we are creating by sharing our academic writing for Eng 100 with each other + a larger group of students, instructors, academics, and just about anybody who chooses to follow our blog! When you write and post your reader responses here (and, later, as you write your essays for the course), I encourage you to use this audience to conceptualize who you are writing for and, most important, how to communicate your ideas so that this group of academic readers and writers can easily follow your line of thinking. Think about it this way: What do you need to explain and articulate in order for the other bloggers to understand your response to the essays we’ve read in class? What does your audience need to know about those essays and the authors who wrote them? And how can you show your readers, in writing, which ideas you add to these “conversations” that take place in the texts we study? As students of Eng 100, you will use this blog to begin conversations with other academic writers on campus (students and instructors alike). We become active readers of each other’s writing when we comment on posts here. And, best of all, we are using this space to share ideas! I encourage you to use this blog to further think through the topics and writing strategies you will be introduced to this quarter. As always, be sure to give credit to those people whose ideas you borrow for your own thinking and writing (you should do this in the blog by commenting on their post, but you will also be required to cite what you borrow from your peers/instructors if and when it winds up in your essays. More details on that later…). Finally, keep in mind that writing to and for this audience is a good way to prepare for the panel of readers (faculty at WCC) who will be reading and assessing your writing portfolio at the end of the quarter. We hope that as a large group of active readers, we can better prepare each other for this experience. But, in the meantime, let’s have fun with it! I am really excited see how far we can take this together!
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