Group 4 On Reading a Video Text

In Scholes essay "On Reading a Video Text" he focuses on the subconcious ways that the commercial can somehow "speak" to us. Whether you like to see an african american succeed, chasing the american dream, or equality, this commercial speaks to you. We draw all of these aspects of the commercial together without even knowing it by using our "storehouse of cultural information". It ties the american dream and our national pastime to this type of beer. In this Budweiser brings in "the myth of america as a racial melting pot of upward mobility of justice done without fear or favor", basically trying to show that the product they are selling has the power to bring people of all races and classes together.