On Reading a Video Text

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.

Budweiser

In his essay titled “On Reading A Video Text” author Robert Scholes attempts to bring to mind his views on the content of a certain commercial aired in 1982.  On overview of the commercial, written by Scholes, is a look into the life of an everyday man attempting to remove himself from the “small time” world of minor league baseball into the big city like atmosphere of the major leagues.  Laid out before the viewer is the journey of one man against certain odds. 

In Scholes’ opinion this commercial uses emotions to point the viewer toward a certain mindset; attempting to tug at heartstrings and turn emotion toward their product.  Consumers are shown a time of a simpler America, where hard work, integrity, and perseverance paid off in the end.  Transporting an umpire from simple beginnings through the hardships of trial and finally acceptance in the “big leagues” is simply one way of showing this use of the emotional technique.

Diving deeper into the text a reader might infer that Scholes has a slightly limited respect for today’s consumers.  It can be assumed that by his thinking, we as consumers, lack the ability to dig deeper into commercials and see what it really is that we’re being sold.  Scholes then goes on to state that while we might have culture that has changed through the ages, we by no means have the ability for analyzing and criticizing product ads and the like for a deeper, underlying theme.

He almost insists that instead of just pushing a brand commercials are trying to push a feeling, a life style, and a feeling of a job well done, along with the notion of uniting us as American people in a way that subconsciously makes us want to be part of something bigger than ourselves; something like part of a certain product family.  I wouldn’t doubt it that if asked, some Americans today would admit to wanting to be part of a certain group, or family.  This feeling of need seems to be used by corporations attempting to create a bond between consumer and product.  Scholes seems to support this idea when he states that, “[T]he process through which video texts confirm viewers in their ideological positions and reassure them as to their membership in a collective cultural body” (Par. 2).  Most people tend to be emotional, caring beings for the most part and crave a certain bond that can’t be replaced by a product.  That doesn’t quite mean that ad agencies will stop their use of this tactic in bringing in new fans.

As funny as it seems, it’s not until the very end of the commercial that we find out what exactly is being sold.  It seems that Budweiser is to be the winner of this commercial!  Despite the fact that it’s just a beer being sold, Budweiser feels the need to attempt to push an entire life style to go along with it.

Personally, I’ll take a Mac and Jacks any day.

Advertising world through the eyes of Scholes

In our society today advertisement is everywhere, even where you least expect to see it. Commercials are designed by talented individuals to wrap you up in the 30 sec world they have created and entice you into buying their latest trend. In the article “On Reading a Video Text” author Robert Scholes brings you through the autopsy of a commercial, picking apart the advertisement to show you what exactly you may of been drawn too. Through reading this article my discovery was that you don’t always know why you may be drawn to in a 30 second life.
Scholes walks you through a Budweiser commercial, showing you piece by piece what you might not have even noticed without his dissection. Scholes discusses how the advertisement world is designing a myth of what you might want from life (sometimes not even knowing that is what you want) showing you how all dreams are possible with just even a Budweiser Beer. Scholes states “Not its power to sell beer, which is easily resisted, especially once you have tasted better beer-but its power to sell America.” Scholes is explaining that to sell the American dream in a commercial, may just be the ticket they need to get you to buy the product (Budweiser) with just even the hope of experiencing what the man in the add experienced….The All American Dream.

you can buy love and happiness

I have heard my whole life that you can not buy things such as love and happiness. According to today's advertising companies, you can. Advertising companies sell everything from beer to happiness. In the article "On Reading a Video Text" by Robert Scholes, the author examines one particular advertisement from the ninteen eighties. In this advertisement there is a black man with dreams to be a umpire in a major baseball league. He overcomes racial and other problems and becomes an umpire. We don't find out until the end of this advertisement that the ad is for Budweiser beer. The advertisers are not just selling beer the7y are selling a lifestyle. They are tellingyou that if you buy and drink Budweiser, you will accomplish the American Dream. You will be succesful and live a happily ever after fairy tale life. The author talks about the relationship between the American dream and beer when he says, "But surely it sells the American way first and then seeks to sellits brand of beer by establishing a metonymic connection between the product and the nation". By getting the audience emotionaly involved with a product, story, or ad you are able to sell them ther product that you want. Which is what Budweiser accomplishes with this ad. The author goes on to talk about how to critizize a video and how to see beyond the product in an advertisement.

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.

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.

"Reading a video text"

Robert Scholes’ essay “On Reading a Video Text” mainly explains how advertisers reel in consumers using “visual fascination” offering us “a kind of power through the enhancement of our vision” (Pg 1 Par 1). In Scholes’ view he talks about different forms of visual fascination which includes cultural reinforcement, “The process through which video texts confirm viewers in their ideological positions and reassure them as to their membership in a collective cultural body” (Pg 1 Par 2). In making this comment Schole urges us to notice that cultural reinforcement is an important element when it comes to commercials, and that it means when a commercial is played back usually it’s something u agree with, excepted or known to be true already its reinforcing and reminding you what you might of forgotten. He also then tells us how it progresses to commercials that are only 30 seconds long (myth narrative with cultural knowledge). A young black man trying to make it as an umpire coming from a small town finally one day he gets the call and is tested to see if he can make the call under pressure, his passing of the test and exceptance is shown in a later scene where the manager who gave the umpire a hard time is toasting him with a bottle of Budweiser with a background singing “You keep America working. This buds for you” (Pg 2). Schole himself writes, “We are given enough information to construct an entire life story. Provided we have the cultural knowledge upon which this construction depends” (Pg 1 Par 3). Scholes’ point is that advertisers count on that we the viewers understand and have the common sense to know there was a happy ending and by selling us this “American dream” that hard work pays off and we are rewarded they are selling us the product as well. (we will be rewarded..with beer?)

On Reading a Video Text

Robert Scholes’ essay, “On Reading a Video Text” is focused around ideas on media advertisements and the different techniques that professionals use to sell these products. Scholes supports his claims about ads and their techniques by giving a classic example of an 80’s budwiser commercial. The commercial is focused around a man that umpires baseball. The man gets a call to umpire in the minors and in his first game makes a controversial call, which doesn’t impress one of the coaches. At the end of the day while sitting in a bar, a budwiser is brought over to the umpire from the coach in forgiveness. The commercial ends and all comes together with the classic slogan, “You keep America working, this bud’s for you.” Scholes claims that from a few brief scenes we construct a fairy tale life about this umpire. In his article he writes, “We draw upon a storehouse of cultural information that extends from fairy tales and other basic narrative structures to knowledge about the game and business of baseball” (Pg 1). What Scholes is saying here is that when viewing a commercial we automatically pull together a story of a guy jumping through the ranks of umpiring and constructing our own version of the American dream for this individual. By the assumed display of hard work and determination, Americans buy into the umpire’s story and by buying into his story they buy into the product as well. This is the “fairy tale [and] basic narrative structure” that Scholes is talking about. This is one of many techniques that Scholes bring into light about the techniques advertisement and marketing professionals use to real us in on an emotional level to sell their product. Scholes goes on to state, “it is necessary to recover from the surrender to this text, and it is also necessary to have the tools of ideological criticism” (Pg 4). Scholes suggests that it’s imperative to look past the fairy tales that are cleverly depicted in commercials and use ideological criticism to analyze them. Ideological criticism is analyzing how beliefs actually work, instead of accepting and going with the flow of others. Scholes believes that it is crutial for us to own this skill because it keeps us from constantly boarding the advertisement train with everyone else. It keeps up grounded with our own beliefs on what society means and what is important, without being sold and told that through video text. Scholes gives many great examples of how videos texts pull us in and subliminally insert stories and dreams so we accept their product. Using certain techniques the author is convinced that we have the power to look through these skills and see the products for what they truly are.

Ideological Criticism

In his article, “On Reading a Video Text”(par 9 & 10), Rober Scholes states the importance of ideological criticism. Basically, he implies the commercials, advertisement or the senses on television are valuable if we can use our belief and value system and apply to our lives. With this technique the commercial has successfully put baseball and beer into the image of the American Dream. Scholes claims that “it is important to realize that many Americans are not without culture; they simply have a different culture.” What Scholes is saying is that we still have culture; just a different kind since television and media plays a major role in our American lifestyle.

On Reading a Video Text

In the first two paragraphs Robert Scholes is saying the use of different visual fascinations through video text they pull from the viewers personal experience and apply to the product advertised. techniques such as slow motion, close-ups and music illicit an emotional experience unique to the viewer. The visual camera techniques "add yeast" which rises "our bread". Video text is American entertainment filling the space of boredom.

Group 5

Our group had to analyze paragraph eight and nine. It went into depth and described the Budweiser commercial involving the umpire. It told the story of a black umpire’s dream wanting to make it to the major league level. A perfect example of how we analyze a text differently from how we analyze a video is everyone in our group didn’t get the same message from the text describing the Budweiser video as we did when we actually watched the video. And that ties back into the idea that we don’t’ analyze a text the same way we analyze something we watch on television.

Emotional Blackmail

Key words/phrases-
"Talent will finally prevail"- hard work finnaly pays off despite racial pressures, ties into the American Dream
"The narrative reduces its story to the absolute bare essentials"- you can put yourself into the story so that you can relate to the story (your own American dream)

key quote-
"We root for the umpire because we want the system to work-not just baseball but the whole thing: America"- We are rooting for the American dream. The idea that there are more oppurtunities and a better lifestyle. We are no longer being sold a product, we are being sold a lifestyle and an emotional connection to the man and his American dream.

what is he saying/main message idea-
What he is mostly getting at is that you have to make the video relateable so that you get an emotional attachment to the idea and product so that you go out and buy that product.

Why are the ideas valuable?-
The idea of a emotional connection to a product is valuable because that is how advertisers get you to buy a product

Section: paragraphs 5-7

Budweiser pastime..

In the paragraph assigned to us, Scholes describes the Budweiser commercial in detail as he sees it from beginning to end. relating a well known story of a small time blue collar guy making it in the big times and succeeding, even when faced with pressure of high ranking officials and being rewarded for it by those same officials ending in a happily ever after feel to it.

By making the commercial story like and comforting it reinforces the "American dream attitude" and solidifies the relationships in our cultural communities. Making everyone feel good when talent overrides racial or social barriers. Using baseball, the advertisers tapped in to our cultural idealisms using one of Americas favorite past times.

Coast to coast Sunkis

This commerical brings in summertime, it brings in strong emotions for hot places and activities in the sun and fun. It does this by using warm colors, surf boards, attractive people, epic sunset, everyone is in a good mood having loads of fun, they use the feeling of freedom, they all have no worries. The song uses powerful symbles "The kings and queens". The quote "Head for the sun" uses the idea of the name of the soda "Sunkis".
The American kids that watch this commerical and want to be on the beach and having a blast this commerical will influence them into buying Sunkis. The effects of this advertisement would be if you drink Sunkis it will make you feel goodlooking while drinking it on the beach.

http://www.youtube.com/watch?v=GapUi4O0l5o
Tommy , Hannah, Adam, Alex

Schick

A.      http://www.youtube.com/watch?v=bfzI_NcET-c

B.  We believe that this commercial definitely breaks through the clutter.  In a hilarious way it seems to stick in your mind.  Even if you don’t understand in the beginning you definitely understand it for the second time.  We also noticed that the use of narrow casting was present, in that it seems to focus on a certain age group and a certain gender.  They use objects around the focused person to imply the specific use of the product.  It’s selling a certain image that women should uphold, so that throughout the day the idea of this product might keep popping up in your mind.  Because it’s driven into your subconscious to be that way.

C.  It puts into the minds of consumers the need for cleanliness.  It also shows the lack of mindfulness for cultural diversity.  It’s limiting, not reaching an international standard, it seems to be very judgmental.  It sells a certain lifestyle not leaving room for decision making.  It just pushes the “western way”.  One negative effect of this commercial could be the undermining of a woman’s self-confidence.  This could possibly lead to shyness in certain situations; a woman might not be as personable or open in varying situations, leading to loneliness.

Target Dorm Life.

A. http://www.youtube.com/watch?v=eOUl6pzQBtI

Target implies that a happy, clean and organized feeling can stem from using their products. In addition to that, Target also demonstrates,through the use of contrasting colors, that Target has everything the consumer needs. They plant a seed that when it comes time to furnish a dorm, Target has everything the consumer could need as well as the style the consumer wants. Target makes the transition easier and more exciting by displaying that college students can live a luxurious life style such has having an espresso maker and a plasma screen TV etc with ease.

Ipad commercial

Youtube link Ipad commercial: http://www.youtube.com/watch?v=btfbIVGES1I

In this commercial, Apple is selling a lifestyle and emotion with their Ipad commercial. Their description of the Ipad is that it is thousands of things. The commercial is made to make us think that with the Ipad we can be all those things. Flashing words such as: delicious, current, learning, playful, literary, artful, friendly, productive, scientific, magical, makes up an emotion that apple wants us to directly refer to as the Ipad. It influeinces us by showing us what you can have if you have the Ipad. Add in the catchy music that takes days to leave our heads and you have an unforgettable commercial that successfully sells their product.

Old spice Sex and Relationships

Durring this old spice commercial it is clear that they are trying to sell desire. Appealng to both men and women: using a male actor that starts of shirtless in a bathroom only wearing a towel, bragging about how good he smells and how wouldnt you ladies like your men to smell like him. Quickly he is dropped onto a large yatch with a sweater draped over his still naked chest, meanwhile hes informing you that he has tickets to you favorite thing (he smells good) the ticked have become dimonds (he smells good) then he is dropped onto the beach set upon a while horse (he still smells good) and dont you want your men to be able to do these things for you? (and smell good while doing them?)
By bring to life this fantesy of a "knight in shining armor" (who smells good) they are appealing to both sexes that your desires are attainable through purchasing their product, and how you as a man or your mate as a man is not good enough to gain these things unless he smells good like old spice. By adding the ridiculous humor and outladish acomplishments they add a sense of light heartedness that brings about the wanting to watch and enjoy this and their future ads. instead of changing the channel when the commercials come on you will notice that it is old spice and wonder what they are going to do next. http://www.youtube.com/watch?v=owGykVbfgUE

The Persuaders.

Today in American society, advertisements have become a huge part of our culture. Everywhere you go and anywhere you look, there is an ad for some sort of product. Advertisers are constantly looking for new ways to draw consumers in and make them want to buy their brand. But there are so many different brands for the same type of product, so how do they attract the attention of the buyers? What makes you feel the need to buy a certain brand of a product?
Advertising companies try to better their product from other companies by targeting the type of person it attracts and fulfilling their wants or needs. They are not only trying to convey information, but connect emotionally with their buyers.
In the video The Persuaders by Douglas Rushcoff, Rachel Dretzin, and Barak Goodman, advertisers talk about something they call “Emotional Branding”. When a company is advertising, they are trying to portray “not what the product did, but what the product meant”. People want to belong to something and feel connected, so the advertisers have to make their product form an emotional and even “spiritual” bond with their consumer. Relating the brand with someone’s own experience draws them in past the level of just liking the product.

The Persuaders

In the film, “the Persuaders”, written and directed by Barak Goodman, Rachel Dretzin and Douglas Rushkoff are analyzing the excessive ways of advertising transform to a source of “clutter” in our lives. It’s clear that every advertisement is selling a product or an idea and the ultimate goal is having the consumers or supporters to buy whatever it is they are selling. In the process of promoting a merchant or an idea, marketing tactics are to flood people with constant reminders through commercials, ad boards, internet ads and many other places wherever people can be reached. As most televisions can record and fast forward the programs now, people tend to skip as many advertisements as they can. While the marketing is not able to reach general populations through the regular commercial, the result is that they start to put the merchandises into the movies and shows people watch. There is always a way to reach people; however, too many repetitive reminders causes annoy and numbness in people. It’s like a husband always has to be yelled at by his wife, eventually, the husband cannot register anything the wife says anymore because of the constant nagging becomes a blurring buzz sound to him.

For the most part, I have to agree with the CEO of Saatchi & Saatchi Worldwide, Kevin Roberts says “the consumer is now in total control”. For instance, I can listen to that scaly reptile commercial thousand times but still I would not make a purchase decision just because it continuously showing up on my television screen. It really has to depend on what I, as a consumer, need and what kind of prices entice me. Especially just to make a change for something I already have such as insurance or a appliances, it’s usually too much trouble to go though if you want to make a adjustment or change. As Douglas Rushkoff says in the end of the documentary, "once the market becomes the lens through which we choose to see the world, then there’s no “us" and “them” anymore. We are all persuaders.” It is undeniable how powerful and effective the advertisements could be; however, we, the consumers, should be the controllers and should have the ability to decide what we want to believe in.